Purpose – Customer‐company identification (CCI) refers to a social relationship between a company and its customers. Prior research highlights the positive consequences of CCI but does not study the process by which CCI shapes both positive and negative consumer reactions to new company...

Purpose: This study investigates how price, promotion and consumer characteristics affect consumer choice of high over medium- and low-equity cosmetic brand under different macroeconomic conditions. Design/methodology/approach: The study uses purchase records from MarketingScan's Behaviour Scan...

Purpose: This study aims to investigate the interplay between brand and consumer personalities in shaping brand hate and its consequences. More specifically, it investigates the relationship between fallacious character of the brand, brand betrayal feelings and brand hate, and identifies two...

Purpose: For as long as luxury has existed, it has been criticized, by philosophers and moralists, who condemn self-indulgence, hedonism and vanity. Yet these concerns have not prevented the remarkable expansion of the luxury sector, evidence that most buyers revel in unashamed luxury. Modern...