Sustainability marketing has emerged as an important trend both in practice and academic literature. The relevant literature heavily focused on determinations of sustainable consumer behavior, practitioners have used these results to derive short-term decisions, e.g., adequate pricing products. However, no study scrutinized derivations brand personalities or provided long-term, strategic, manag...

Purpose This paper aims to examine whether brands derive their personalities from culture of origin, the stereotypes about cultures origin or buyers. It also examines which a culture’s personality traits are more transmittable brand (BPs), as well consequences BP resemblance brand’s and consumers’ on BP’s clarity consumer attachment brand. Design/methodology/approach Hypotheses were developed t...

Turning an emulsion of oil droplets in water into one consisting drastically changes the fluid’s properties.