Purpose: Researchers and practitioners have traditionally maintained that organizational buying requires rational decision-making. However, individuals at organizations make decisions daily applying a confluence of rationalizations and emotions. This study aims to address the roles of personal...

Purpose: To provide a keener understanding of consumers’ decision-making processes and motivations regarding deliberate counterfeit consumption, this paper aims to integrate insights from several theoretical perspectives and the relevant literature. It proposes an overlooked yet important...

Purpose: Marketing researchers currently lack a systematic and empirical understanding of digital social viewing strategies. Drawing on social impact theory, this study aims to investigate if and how firm-initiated digital social viewing strategies (livestreaming vs pre-recorded) influence...