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  • The Role of Temporal Focus and Self-Congruence on Consumer Preference and Willingness to Pay: A New Scrutiny in Branding Strategy

    The Role of Temporal Focus and Self-Congruence on Consumer Preference and Willingness to Pay: A New Scrutiny in Branding Strategy

    Purpose: The study aims to investigate the psychological mechanism that motivates consumers to pay more for a preferred brand that reflects their actual or ideal self-concept by examining the shift in attention between consumers’ present, future, and past moments. Design/methodology/approach: First, in a survey setting, we identify the relationship between temporal focus and self-congruence. Subsequently, […]

  • A comparative study of creation of self-brand connection amongst well-liked, new, and unfavorable brands

    A comparative study of creation of self-brand connection amongst well-liked, new, and unfavorable brands

    Abstract: Brand managers are wary of consumers who are either unaware of new brands or have an unfavorable attitude toward their brands. In this study, we investigate the creation of a self-brand connection with new and unfavorable brands in comparison to well-liked brands. Our empirical study reveals that consumers could form a self-brand connection with […]

  • Linking concepts of playfulness and well-being at work in retail sector

    Linking concepts of playfulness and well-being at work in retail sector

    Abstract: This conceptual article discusses the roles of playfulness and well-being at work in the retail sector with a specific emphasis on service encounters. The aim is to create a new conceptual framework to enhance research on how the element of playfulness can be part of an employee’s working environment in the retail sector, and to […]

  • The Effect of Temporal Distance on Self-Presentation by Brand

    The Effect of Temporal Distance on Self-Presentation by Brand

    Abstract: This paper reveals that a brand’s ability to serve as a means of presenting the consumer’s actual self versus ideal self is affected by whether the consumer’s mindset is temporally proximal or distant, which results in a more favorable attitude toward a symbolic brand and influences the choices consumers make. Authors: Teck Ming Tan, Jari Salo, […]

  • Malaysian Fast Food Brand Equity

    Malaysian Fast Food Brand Equity

    Abstract: Most Malaysian research defines the brand equity dimensions. This paper addresses this gap by developing an empirical research model with better understanding of sequential relationships between the dimensions of brand equity within the Malaysian fast food context. A total of 585 self-administrated questionnaires were distributed via non-probability sampling across five fast food restaurants. The […]

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