Marketing & Digital marketing

In this article, we conceptually engage with style as central to creative industries. We specifically argue that style is crafted into being via an interplay between aesthetic judgments and “aesthetic objects.” We define aesthetic objects as temporary, material settlements fueled by a continual sense of dissatisfaction, eventually resolved through relational engagements. These remain under aesthetic […]

Compulsive buying refers to consumers’ proclivity for an obsession with shopping, and a weak impulse control with regards to shopping. Generally, compulsive buyers cannot stop their shopping urges, and thus, often experience shame, guilt, and regret after excessive shopping episodes. As a result, they tend to avoid social interactions with other buyers, including sales personnel. […]

Brand-related user-generated content (UGC) is common on social media, with consumers using UGC to express themselves, share their experiences, be entertained, informed, or socialize with others. The study investigates whether users’ engagement with a social media platform is affected as they engage in non-sponsored brand-related UGC. The concept of non-sponsored brand-related UGC encapsulates various social media patterns in which individuals choose how to consume, contribute or […]

Brand hate is a relatively new concept in the literature that aids understanding of the intense negative feelings of consumers toward brands. While research has applied this concept to product brand contexts, it has received little attention in the tourism sector. Thus, the purpose of this study is to conceptualize the notion of destination brand […]

“You smell what you see! Your eyes guide your nose. If you see chocolate, you might smell chocolate and if you see curry, you might smell curry even if there is no chocolate or curry ambient smells. Ad visual inputs activate olfactory mental imageries which are as strong as sensory olfaction”    The purpose of this […]