The purpose of this review is to provide an overview of various literatures related to consumer search for information, and its effect on markets. Normative mod

Brand relationships are critical because they can enhance company profitability by lowering customer acquisition and retention costs. This is the first serious

Social psychologists have long recognized the possibility that attitudes might differ from one another in terms of their strength, but only recently had the pro

Barbara Kleine-Kalmer analyses the impact of branding in social networks and introduces the construct of brand page attachment. On the basis of a comprehensive

Self-Congruity provides a comprehensive understanding of the self-concept, integrating the many references to it in the psychological literature. Using his prev