Purpose: Although multi-brand loyalty (MBL) in consumer markets has been identified in previous brand loyalty research, empirical studies have not yet explored the facets of its different types. This paper aims to have a deeper understanding of MBL by investigating its different types and...

Augmented reality (AR) integrates virtual content into a consumer's perception of the real world. While academic interest in AR is growing, most prior research has focused on consumer evaluations of AR content and neglected the physical context in which AR content is consumed. Addressing this...

Purpose: Researchers have become increasingly interested in the construct of psychological ownership in recent years. The purpose of this paper is to extend the target of psychological ownership to planet Earth as a whole and investigate its relationship with materialism and pro-environmental...