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Journal of Consumer Research
  • Explore Our Research
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Author: Markus Giesler

From Mix-and-Match to Head-to-Toe: How Brand Combinations Affect Observer Trust

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How Brands Craft National Identity

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Doing Relationship Work: A Theory of Change in Consumer–Brand Relationships

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Building Brands for the Emerging Bicultural Market: The Appeal of Paradox Brands

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One Brand, Many Trajectories: Narrative Navigation in Transmedia

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A Framework of Brand Contestation: Toward Brand Antifragility

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The Curse of the Original: How and When Heritage Branding Reduces Consumer Evaluations of Enhanced Products

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Charismatic Entrainment: How Brand Leaders and Consumers Co-Create Charismatic Authority in the Marketplace

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The Ferber Award 2021

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The JCR editorial team is pleased to announce this year’s Ferber Award recipients.

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Emotionally Numb: Expertise Dulls Consumer Experience

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The Editors

Oleg Urminsky, University of Chicago
Giana M. Eckhardt, King’s College London
Jacob Goldenberg, Reichman University
Meg Meloy, Penn State
Stephen Spiller, University of California Los Angeles

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Just a ThoughtSee All

Don’t Exhaust Your Reader

Don’t Exhaust Your Reader

Bernd Schmitt

Great papers focus on the essence of a theory or consumer problem and provide a compelling solution.

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EDITORS: Oleg Urminsky, Giana Eckhardt, Jacob Goldenberg, Meg Meloy, Stephen Spiller

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