Purpose: The purpose of this paper is to demonstrate that the positive effect of packaging transparency on purchase intention is moderated by product quality risk (PQR) associated with the product category. Design/methodology/approach: Two separate experiments were conducted. Study 1 was...

Purpose: This study aims to examine the critical role of types of coopetition (upstream/downstream), market structure (concentrated/competitive) and innovation (low vs high degree of innovation) that can affect the way consumers perceive the resulting price (un)fairness of new offerings....

Purpose: Brands have increasingly used self-mockery in advertisements. Although previous insights from the social science literature assert that self-mockery is an effective strategy to boost brand closeness, the paper aims to show a more contigent view of self-mockery efficiency in an...