Although brand authenticity is gaining increasing interest in consumer behavior research
and managerial practice, literature on its measurement and contribution to branding theory is …

This article reports two studies on how managers can elicit brand-building behavior from
frontline employees. Study 1 examines the mechanisms by which brand-specific transactional …

This paper explores the potential negative side‐effects of the sustainability movement in
societies with large segments of materialistic consumers. Across three studies, there is evidence …

Sharing instead of buying is regaining traction among today's consumers. This study aims at
identifying segments of sharing consumers to unearth potentially viable clusters of a …

Unique and timely, this Research Handbook on Luxury Branding explores and takes stock
of the current body of knowledge on luxury branding, as well as offering direction for future …

Mitarbeiter spielen für den Markenerfolg eines Unternehmens eine zentrale Rolle. Sie sind
es, die die Marke nach außen hin verkörpern und durch ihr Verhalten an den …

By means of an ethnographic approach, this research examines perceptions of fairness and
consumer behavior in an emerging nonmonetary sharing system. In contrast to market …

Customer experiences with frontline personnel have a strong impact on the perception and
image of brands, especially in the field of services. Ideally, the contact persons act as “brand …

The notion of authenticity is a cornerstone of luxury branding. However, authenticity can
mean many things to many people. Some people link authenticity to notions of originality, …

This paper examines the role of calculative practices in the creation of the Charlie Chaplin
museum, a multiparty cultural project with the mission to ‘bring back’ the great entertainer in …