Purpose: This paper aims to investigate if product pre-announcement effects measured using stock market returns conform to the predictions of two competing consumer marketing theories. In particular, while buzz marketing theory indicates a direct positive effect, information asymmetry theory...

Purpose: This paper aims to investigate whether anthropomorphized (i.e. humanized) brands are judged less negatively for competence failures than for moral lapses and how these ethical judgments impact negative word-of-mouth (NWOM) intentions of less-lonely and more-lonely consumers....

Purpose: There are vast opportunities for nonprofit organizations (NPOs) globally to find support for international humanitarian causes. However, donors/consumers are not always willing to contribute for such causes. This study aims to investigate how potential donor perceptions are shaped to...

Purpose Prior research in ingredient branding (IB) has identified several important decision variables consumers use when evaluating IB alliances. This exploratory research aims to investigate the relationship between these variables and consumers’ buying likelihood of the IB alliance and the...