All that time spent secondhand shopping combined with my passion for unique used goods has more than once led to me buying a bit too much for my home — even if I plan to sell it later. Sometimes, ...

The perceptions that consumers hold about brands, referred to collectively as the brand's image, are an important part of consumer-based brand equity (Keller 1993). They are also used to identify the ...

Traditional market research methods that rely on explicit respondent feedback, such as focus groups or surveys, often fail to detect the deep-seated, often subconscious, emotions towards brands that ...