Purpose This paper explores the driving factors of parasocial relationship (PSR) in the virtual reality (VR) shopping environment, and how this relationship affects brand equity. The study also investigates the moderating role of the celebrity endorser dynamism (CED) in the relationship between...

When modeling consumers' forward-looking behavior using choice data on frequently purchased products, the common approach assumes that consumers have rational expectations about future promotions. Previous studies modeled such expectations using a first-order Markov (FOM) process. However,...

Paying membership fees in exchange for membership privilege has recently gained popularity in loyalty program design. However, the effectiveness of such Paid Loyalty Programs (PLPs) has not been studied. The current research examines the impact of the PLP enrollment on consumers' spending and...

The literature documents hump-shaped life-time consumption profiles for individuals. Based on evidence found by prior sociological and psychological studies, we argue that individuals' age-dependent demands for conveying social statuses could be a novel factor that contributes to this pattern....