In examining the way olfactory cues influence consumer behavior, this paper pays special attention to the crucial role of visceral factors — generally defined as ‘hot’ overwhelming urges driven by sexual lust, thirst, or hunger. Our investigation is limited to hunger driven visceral...

According to the self-brand connection (SBC) construct, brand associations are used to construct one's self or to communicate one's self to others [Escalas JE. Narrative processing: building connections between brands and the self. unpublished dissertation 1996; Duke University.]. Study 1 reveals...

Purpose: Firms are increasingly using social media platforms to engage with individuals, as it is recognized that a firm’s social media activity outcomes, such as number of user comments, followers or likes, impact brand equity. This study aims to evaluate both the extent that these social...

Purpose: Using social cognitive theory as a theoretical backdrop, this paper aims to investigate antecedents and mediators of e-maven propensity and evaluates the transferability of physical market maven to online channel. A conceptual model capturing the links among information seeking...