Consumer Behavior in Brand Consumption and Identification

About Consumer Behavior in Brand Consumption and Identification

This cluster of papers explores various aspects of consumer behavior in relation to brand consumption, including brand trust, brand community, consumer culture theory, brand attachment, luxury brands, materialism, sponsorship effects, and ethnocentrism. It delves into the factors influencing consumer perceptions, attitudes, and behaviors towards brands, with a particular focus on the emotional and psychological connections individuals form with brands.

Keywords

Brand Trust Consumer Behavior Brand Equity Brand Community Consumer Culture Theory Brand Attachment Luxury Brands Materialism Sponsorship Effects Ethnocentrism

Development over time