Consumer Behavior in Brand Consumption and Identification

Field	Business, Management and Accounting
Subfield	Marketing
Domain	Social Sciences
OpenAlex	T10145

Smeal faculty

• Hans Baumgartner - score 7.0
• Sara Loughran Dommer - score 6.0
• Marvin E. Goldberg - score 6.0
• Karen Page Winterich - score 3.0
• Brett Christenson - score 2.0
• Ralph A. Oliva - score 2.0
• Courtney Szocs - score 2.0
• Jennifer Chang Coupland - score 1.0
• Arvind Rangaswamy - score 1.0

Papers

• Assessing Measurement Invariance in Cross‐National Consumer Research (1998) - cites 4683
• Response Styles in Marketing Research: A Cross-National Investigation (2001) - cites 1231
• The Role of Optimum Stimulation Level in Exploratory Consumer Behavior (1992) - cites 709
• Exploratory consumer buying behavior: Conceptualization and measurement (1996) - cites 584
• Happy and Sad TV Programs: How They Affect Reactions to Commercials (1987) - cites 506
• Socially Desirable Response Tendencies in Survey Research (2010) - cites 430
• Understanding Materialism Among Youth (2003) - cites 365
• Brand equity and the extendibility of brand names (1993) - cites 362
• Patterns of Affective Reactions to Advertisements: The Integration of Moment-to-Moment Responses into Overall Judgments (1997) - cites 265
• Toward a Personology of the Consumer: Figure 1 (2002) - cites 241
• Explaining the Endowment Effect through Ownership: The Role of Identity, Gender, and Self-Threat (2012) - cites 190
• Invisible Brands: An Ethnography of Households and the Brands in Their Kitchen Pantries (2005) - cites 167
• When Celebrities Count: Power Distance Beliefs and Celebrity Endorsements (2018) - cites 159
• The Dissonance Model in Post-Decision Product Evaluation (1970) - cites 135
• Children's Reactions to Television Advertising: An Experimental Approach (1974) - cites 87
• Developing Discriminating Consumers (1980) - cites 70
• Spillover effects of ingredient branded strategies on brand choice: A field study (2011) - cites 70
• Music and Information in Commercials: Their Effects with an Elderly Sample (1991) - cites 66
• Keeping the Memory but Not the Possession: Memory Preservation Mitigates Identity Loss from Product Disposition (2017) - cites 64
• An Investigation of Consumer Subjective Knowledge in Frontline Interactions (2021) - cites 30
• The Power of Consequential Product Sounds (2020) - cites 23
• Saving Your Self: How Identity Relevance Influences Product Usage (2019) - cites 20
• Do logo redesigns help or hurt your brand? The role of brand commitment (2010) - cites 17
• Smiling faces on food packages can increase adults' purchase likelihood for children (2021) - cites 9
• A High-level Overview: A Value Perspective on the Practice of Business-to-Business Marketing (2012) - cites 6
• Effects of bitten food images in marketing communications (2024) - cites 3
• The role of self-structure in managing identity conflict (2019) - cites 2
• The Theory of the Brand (2018) - cites 1
• The Influence of Incidental Tokenism on Attitudes Toward Stereotype-Typifying Products (2017) - cites 1
• Spillover Effects of Ingredient Branding Strategies on Brand Choice: A Field Study (2012) - cites 1