The present study provides and tests a conceptual framework aimed at comparing the relative effectiveness of celebrity -user, brand -celebrity, and user -brand personality congruence on brand attitude and brand purchase intention (BPI) thereafter. The data collection was done via an online survey of a representative group of consumers (n ¼ 431) located across India. Hypotheses were tested using regression analysis with mediation approach. The results indicate that while user-brand and brand -celebrity personality congruence have a significant impact on brand attitude and purchase intention, celebrity-user congruence does not. Further, brand attitude is found to be a partial mediator on the relationship between the pair-wise personality congruence on BPI. The findings have major implications for marketers in understanding the significance of personality congruence among celebrity -brand -user in the formation of brand attitude and purchase intention that can be used in positioning and in increasing the advertising effectiveness of brands using celebrity endorsement. The present study is a pioneer in contributing to the celebrity endorsement literature by investigating the relative impact of three pairs of personality congruence: celebritybrand, brand -user, and celebrity-user, on brand attitude and BPI, thereby supporting the applicability of McCracken's Meaning Transfer Model

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Academic interest in brand community research has burgeoned in the past two decades. Despite its importance, there has been a paucity of effort in reviewing the growing research. Drawing on the Theory‐Context‐Characteristics‐Methods (TCCM) review framework, this research provides a comprehensive understanding of the dominant theories, contexts (i.e., industries and countries), characteristics (i.e., key variables and their relationships), and methods (i.e., research approaches and analysis techniques) employed in brand community research over last two decades (2001–2020). A systematic analysis of 285 articles reveals a focus on consumer‐specific theories and a scant application of multi‐disciplinary theories. Though the literature covers an array of industries to understand brand communities, there is a need for more research in the B2B context and the service industries. Furthermore, we detect a need for more research on the influence of brand/marketer‐related variables on brand communities, underlying mechanisms and boundary conditions for the key relationships in this area. This research presents four different stages of the evolution of brand community research over the years. Finally, we apply the TCCM framework to suggest fertile areas for future research.

Purpose The purpose of this paper is to study the impact of materialism on credit card (CC) use and impulsive buying (IB) and compulsive buying (CB) behaviour. Furthermore, it assesses whether CC use and IB behaviour mediate the relationship between materialism and CB behaviour. Design/methodology/approach Data were collected from adult consumers with CCs via an online survey. For model assessment, a two-step approach was followed. First, a measurement model was created and tested using maximum likelihood estimation and validity of the study constructs was assessed. This was followed by structural equation modelling to test the hypotheses. Findings Materialism influences CC use and increases the propensity for IB (IB), which then precipitates CB habits. Reduction in CC use can decrease both IB and CB. Out of the six hypotheses assessed, only the one linking CC use to CB was not supported, requiring further investigation. Mediation relationships were identified, where CC use and IB act as mediators between materialism and CB. Research limitations/implications The paper captured responses from adult consumers of India. Hence, the findings may not be generalised across geographies and age groups. The study contributes to the debate on the impulsive–CB paradigm by showing that impulsive and CB are not distinct constructs. In fact, the former could lead to the latter. Practical implications CC use in itself need not necessarily lead to CB. The only way CC could cause CB is through IB. Hence, firms must promote responsible buying habits, as there has been an increase in IB, which, if not controlled, could lead to debt trap resulting from CB. The findings of this paper will help both retailers and CC institutions to better understand the spending pattern of consumers. Those will also help the policymakers to chalk out ways to the curb indiscriminate issuance of CCs without educating users. Originality/value The findings confirm that IB and CB exist on two ends of a continuum, and not as two distinct theoretical constructs. IB acts as a mediator between CC use and CB as well as between materialism and CB.

With the burgeoning of consumer culture and materialism on a global scale, a counter-culture movement, namely, voluntary simplicity, is slowly gaining currency. Extant research reveals a degree of disparateness in the relationship between materialism and voluntary simplicity. Drawing on the value-basis theory and anticonsumption research, the current study attempts at an unorthodox study of the fledgling culture of anti-consumption in urban India. The paper empirically examines the relationship between materialism and voluntary simplicity in India. This research, through an experimental study followed by a sample survey, conducted among urban Indian consumers, examines how satisfaction with life, self-efficacy, and individualism interact with materialistic values to eventually influence voluntary simplicity attitudes. In Study 1 (N = 74 working professionals), we experimentally triggered materialistic aspirations and evaluated their effects on voluntary simplicity in comparison to a control condition. In Study 2 (N = 315), individuals self-rated their materialistic values, satisfaction with life, self-efficacy, cultural orientation, and voluntary simplicity attitude. Our study, contrary to the suggestions in the existing literature, demonstrates that materialists espouse voluntary simplicity attitudes when environmental degradation around them directly impacts their health, wealth, and well-being. In addition to the positive direct effect, satisfaction with life and selfefficacy serially mediate the relationship between materialism and voluntary simplicity, providing a welcome divergence from dark-sided conceptualizations of materialism. Our results help global marketers, and public policymakers better understand the interaction between materialistic values and sustainable consumption attitudes, in the developing country perspective. K E Y W O R D S anti-consumption, India, individualism, materialism, satisfaction with life, self-efficacy, voluntary simplicity How to cite this article: Kuanr A, Pradhan D, Roy Chaudhuri H. I (do not) consume; therefore, I am: Investigating materialism and voluntary simplicity through a moderated mediation model. Psychol Mark. 2020;37:260-277.

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Negative consumer–brand interactions often result in consumer subversion, in which consumers actively reject or avoid brands. To date, the role of positive emotional states, such as subjective well‐being, in brand avoidance remains a crucial oversight in the literature seeking to address consumer subversion. In this study, comprising three studies, we examine why and when subjective well‐being influences brand avoidance. Drawing on self‐control theory and the literature related to anti‐consumption, we argue and demonstrate in Study 1 (N = 330) that subjective well‐being enhances consumers' ability to avoid brands that transgress moral and ethical norms. Study 2 (N = 251) reveals the underlying psychological process by which subjective well‐being engenders greater self‐control in consumers who, as a response, exhibit brand avoidance behavior. Study 3 (N = 243) indicates that anti‐consumption attitude serves as the boundary condition; it specifically demonstrates that a macro‐oriented anti‐consumption attitude accentuates the influence of subjective well‐being on brand avoidance, whereas a micro‐oriented anti‐consumption attitude does not have any effect. Our research contributes to the consumer subversion literature by evaluating the influence of subjective well‐being on moral brand avoidance. This study offers key insights for marketing managers entering markets containing consumers with high or low subjective well‐being.

Consumer avoidance of brands and influencers is a widespread phenomenon, especially among Generation Z (Gen Z); however, influencer marketing literature lacks clarity about when and why Gen Z engages in such avoidance. Our experimental investigation, across four studies, reveals that Gen Z considers brands' control over influencers to be morally irresponsible and, thus, avoids both. We introduce a novel construct, influencer avoidance, and examine its drivers. Study 1 indicates that perceived brand control engenders avoidance; moderation evidence shows that macro (vs. micro) influencers accentuate (attenuate) the influence of brand control on avoidance. Study 2 shows that Gen Z enjoying a strong versus weak relationship with influencers results in lower (higher) avoidance towards influencers and endorsed brands. Study 3 demonstrates that negative moral emotions mediate the relationship between perceived brand control and avoidance behavior. Study 4 generalizes the findings by analyzing a different influencer and endorsed brand and including a prominent advertisement disclosure. By investigating the drivers and mechanisms of Gen Z's avoidance behavior, our research contributes to research on the theory of moral responsibility, Gen Z's influencer avoidance behavior, and anti-consumption literature. This offers key insights into how to prevent acts of consumer retribution towards influencers and brands.