This study relies on the social identity perspective to explore the relationships between the consumer-brand … satisfactory fit for this study's research model. The empirical results shed light on the direct and indirect effects on brand … loyalty. This contribution implies that brand trust had the highest effect on brand loyalty, and this was followed my other …

I study the Porsche Cayenne SUV launch to ethnographically analyze how men consuming a gendered brand respond to … perceived brand gender contamination. Consumers' communal gender work in a Porsche brand community is analyzed to uncover brand … gender contamination's effects on the identity projects of consumers, the brand as an identity marker, and the prevailing …

suggests an interaction between sustainability beliefs and personality traits. Traditional, luxury brand purchasers are …