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 …

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

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

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

This research extends our understanding of the automaticity of phonetic symbolism
judgments for adults and children. Replicating Study 2 from Yorkston and Menon (2004), we …

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 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 …

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

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