Consumer responses to social exclusion depend on which needs are threatened, but there are cultural differences in exclusion effects on needs-threats. For Koreans (Americans), being rejected
This paper explores alternative means by which brands can encourage consumers to engage in socially and environmentally positive behavior. Rather than altruism appeals, we suggest that brand owners
On consumer goods markets we see an increasing use of quality labels. Often not the whole product range is certified but only single products of one brand. Following Consistency Theory we expect this
In four studies, this paper shows that the solicitation of ESC may cause harm to a firm. In study 1, we find that the solicitation of ESC decreases brand trust and reliability. This effect is found
Brand authenticity has been repeatedly designated as one of the major marketing trends in the 21st century. While brands extensively use authentic brand cues to create unique and trustworthy images,