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So fun! How fun brand names affect forgiveness of hedonic and utilitarian products

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490 cited

2017Humanizing brands: When brands seem to be like me, part of me, and in a relationship with me445 cited

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2023Analyzing the Influence of eWOM on Customer Perception of Value and Brand Love in Hospitality Enterprise15 cited
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2023In it together: brands benefit after a transgression when perceived as co-owners of the brand community12 cited
2025The Art of Misspelling: Unraveling the Diverging Effects of Misspelled Brand Names on Consumer Responses9 cited
2025The impact of brand transgression on consumer choice: the role of moral identity6 cited
2024Ambiguity Preference in Waiting Time: Investigating the Desirability Effect and the Interplay of Temporal Description, Outcome Category, and Evaluation Mode1 cited