Many healthcare apps saw a surge in downloads during the COVID-19 pandemic. However, despite their potential help in dealing with health, economic and social consequences of the pandemic, only a small proportion of healthcare apps attracted repeat usage. Furthermore, the risks imposed by the...

Ingredient branding, or the use of two or more brand names on a single product, is widely seen as providing significant benefits in terms of increased product differentiation and greater market share. The association between two brand names can both enhance and dilute the brand equity of the...

Consumer-brand relationships can be formed based on individual- or group-level connections. For example, a consumer's relationship with a Mercedes may be based on the desire to express individual-level unique identity (e.g., self-concept connection), whereas a relationship with a local brand...

While a substantial body of research suggests that belongingness needs motivate consumers to use brands to assimilate with a reference group, relatively less attention has been devoted to understanding when and why consumers use brands to differentiate themselves from the group. The current...