Spanish Journal of Marketing - ESIC: Volume 27 Issue 1 , Open Access

How AI encourages consumers to share their secrets? The role of anthropomorphism, personalisation, and privacy concerns and avenues for future research

Bianca Kronemann, Hatice Kizgin, Nripendra Rana, Yogesh K. Dwivedi

This paper aims to explore the overall research question “How can artificial intelligence (AI) influence consumer information disclosure?”. It considers how anthropomorphism of…

Should I stay or should I go? Benefits of crowd-checking technology for a face-to-face shopping experience

Davit Marikyan, Eleonora Pantano, Daniele Scarpi

Long sales periods (i.e. Christmas time, Black Friday, etc.) and the risk of contagion while shopping (i.e. during pandemics like COVID-19) showed the extent to which crowded…

How can brands become central in the consumers’ life?

Arnold Japutra, Sandra Maria Correia Loureiro, Shasha Wang, Haryani Primanti

Brand centrality is a religion-like brand–customer relationship, which refers to the extent to which a brand is in the center or heart of a consumer’s life. While its role in the…

Fake news: a classification proposal and a future research agenda

Emad Rahmanian

This paper aims to unify fragmented definitions of fake news and also present a comprehensive classification of the concept. Additionally, it provides an agenda for future…

Locals versus foreigners’ emotion-motivational responses towards traditional and non-traditional food

Paulo Rita, Patrícia Arriaga, Ana Moura, João Guerreiro

The purpose of this paper was to study responses to traditional food of a country, focusing on emotion-motivational responses by locals and foreigners.

Antecedents and outcomes of brand pride: moderating role of narcissism

Subarna Nandy, Neena Sondhi, Himanshu Joshi

This paper aims to draw on the appraisal theory and the theory of self-brand congruence (SBC) to study the multidimensional emotion of brand pride. It conceptualizes and validates…

Analyzing the influence of celebrities’ emotional and rational brand posts

Arash Ahmadi, Amirhossein Taghipour, Marc Fetscherin, Siriwan Ieamsom

The purpose of this paper is to compare two brand posts with the different content created by a celebrity (emotional content vs rational content) on Instagram and their effects on…