Brand Fan(atic)s: When Excessive Brand Loyalty Sends The Wrong Signal
Consumers use brands in many combinations—from mixing-and-matching multiple brands (multi-brand combination; e.g., Nike shoes, Adidas shirt, Asics pants) to using only a single brand (mono-brand Read More »
Individual-level Carryover-Parameters In Reference-Price Models
Reference-price models applied to real purchase data have a long history in marketing and consumer research (Winer 2014). Here, the researcher assumes that product choice is driven by deviations Read More »
Let’s Get Together And Make A Difference: Experiencing A Community In Donation-Based Crowdfunding
Social-causes campaigns are the largest category in crowdfunding and donation-raising campaigns hold a big portion of this category (www.statista.com). However, most of the research in crowdfunding Read More »
When Do More Options Produce Worse Choice?
A major difference between economic and psychological analysis of choice concerns the effect of having more options. Economic theory postulates that more choices should result in better outcomes Read More »
A Systematic Literature Review Of Brand Commitment: Definitions, Perspectives And Dimensions
Although the relevance of consumer brand commitment is well recognized in the marketing literature, the multiple definitions, dimensions and conceptual approaches to the construct make it ambiguous Read More »
Author: Sergio Andrés Osuna Ramírez, Cleopatra Veloutsou, Anna Morgan-Thomas
Contributor: eb™ Research Team
