What Explains Consumers’ Global Brand Preferences?

The globalization of marketplaces has sparked strong academic interest in the factors that explain why consumers’ may prefer global brands over local brands. As a result, researchers have identified an array of consumer dispositions and brand characteristics...

How Luxury Brands Can Succeed in Social Media

Many luxury brands use social media channels, such as Facebook, Instagram, or Twitter, to communicate with consumers worldwide. The relevance of social media channels for luxury brand communication is likely to increase even more as luxury brands increasingly shift...

Three Decades of Loyalty Program Research

. Loyalty programs offer rewards to consumers for purchasing and engaging with a brand on a recurring basis. These rewards can be tangible, such as discounts and vouchers, or intangible, such as granting them a particular status associated with preferential treatment...

Not All Wrongdoing Companies Are Equal in the Public Eye

Corporate crises are extraordinary critical events in a company’s life that may lead to consumers’ physical and psychological harm, financial loss, or environmental damage. Such crises often receive much media attention and cause consumers to experience negative...