Purpose – Anti‐consumption is a new domain of research that deals with why individuals avoid consumption of particular products. To date, research in this area is only confined to the rejection of goods, with no evidence from the services industry. The purpose of this paper is to explore the...

Purpose – In recent years, brand personality as a branding construct has received considerable interest, which has led to a significant effort to develop tools to measure the personality of brands. Although the majority of these studies have focused on the brand personality of conventional...