This study investigates developmental differences in self-determination needs as antecedents
of consumers’ strong attachments to celebrities and, in turn, brand attachment. Applying …

Employing gender role ideology theory, this research investigates Australian consumer
attitudes towards current advertisements portraying males as caregivers. Results of an …

This study provides advertisers with a simple positive facial cue—the Duchenne (or genuine)
smile—to enhance the authentic persuasive appeal of a celebrity endorser whose standing …

With hundreds of articles dedicated to investigating brand communities, there is now a need
to consolidate the literature. This review addresses the need to reconcile the findings of …

Purpose This paper aims to examine the importance of celebrity brands in influencing
consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and …

Facial expressions act as a powerful readout device, influencing a viewer's own emotional
response. Drawing from facial feedback theory, the mediating role of source expressive …

Iconic brand color priming is introduced as a cue to consumer perceptions of brand personality.
Although previous research has examined generic color meanings (eg, purple is exciting…

This study applies concepts of service logic and value to the customer experience. Customer
experience is well recognised as a critical component of value but it is complex and may …

An understanding of consumer motivations for event attendance is important to designing
product offerings, planning event programs, and effectively marketing them to potential …

This study investigates the effect of phonetic fit between spokesperson name and product
attributes on perceived source credibility, namely, spokesperson expertise, attractiveness and …