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Consumer authenticity seeking: conceptualization, measurement, and contingent effects Fabian BartschKatharina Petra Zeugner-RothConstantine S. Katsikeas Original Empirical Research 04 November 2021 Pages: 296 - 323
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What brand do I use for my new product? The impact of new product branding decisions on firm value Larisa KovalenkoAlina SorescuMark B. Houston Original Empirical Research 06 November 2021 Pages: 338 - 365
Salient knowledge that others are also evaluating reduces judgment extremity Claire I. TsaiMin ZhaoDilip Soman Original Empirical Research 29 September 2021 Pages: 366 - 387
Customer-focused voice and rule-breaking in the frontlines Gabriel GazzoliNawar N. ChakerTom J. Brown Original Empirical Research 04 August 2021 Pages: 388 - 409
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