Purpose Although “engagement” is receiving increasing attention in the marketing literature, the characteristics and dynamics characterizing this concept in specific contextual conditions, including consumers’ selection of particular music and ensuing music-related behaviors, remain...

Purpose – This paper aims to investigate whether or not ongoing sales promotion contributed to the declines in “no brand preference” (NBP). Part of an ongoing series investigating the growth of US consumer’s responses of NBP for more than 1,500 frequently purchased consumer product...