J Joško Brakus
Biographic Data
| ID | 4100981 |
|---|---|
| NAME | J Joško Brakus |
| GIVEN NAMES | J Joško |
| FAMILY NAME | Brakus |
| SIGNATURE | BRAKUS J J |
| AFFILIATIONS | University of Rochester |
| ORCID | 0000-0002-8367-1904 |
| VERIFIED | Yes |
| TOTAL WORKS | 4 |
| TOTAL CITATIONS | 12 |
| AUTHOR COUNT | 3 |
| EDITOR COUNT | 1 |
| FIRST PUBLICATION YEAR | 2009 |
| LATEST PUBLICATION YEAR | 2025 |
| H-INDEX | 2 |
Brand Teasing
Popular brands like Wendy's, Postmates, and RyanAir have gained notoriety by making fun of their consumers, but is this an effective strategy to build strong consumer relationships? Across 11 (seven pre-registered) studies, using lab data, field data, and a variety of analytical approaches, the current research demonstrates that teasing communication increases consumer engagement with and connection to the brand compared to merely funny or neutra…
Consumption Ideology
Ideology plays a central role in consumer decisions, actions, and practices. While there have been numerous studies of ideological formations in specific consumption contexts, an integrative theoretical framework on consumption ideology has been missing. The theoretical framework presented in this article integrates systemic, social group, and social reality perspectives from social theory with prior consumer research to conceptualize consumption…
Brand Experience
Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is rel…
On assuaging positive bias in environmental value elicitation
Consumption Ideology
Ideology plays a central role in consumer decisions, actions, and practices. While there have been numerous studies of ideological formations in specific consumption contexts, an integrative theoretical framework on consumption ideology has been missing. The theoretical framework presented in this article integrates systemic, social group, and social reality perspectives from social theory with prior consumer research to conceptualize consumption…
On assuaging positive bias in environmental value elicitation
Brand Experience
Brand experience is conceptualized as sensations, feelings, cognitions, and behavioral responses evoked by brand-related stimuli that are part of a brand's design and identity, packaging, communications, and environments. The authors distinguish several experience dimensions and construct a brand experience scale that includes four dimensions: sensory, affective, intellectual, and behavioral. In six studies, the authors show that the scale is rel…
On assuaging positive bias in environmental value elicitation
Consumption Ideology
Ideology plays a central role in consumer decisions, actions, and practices. While there have been numerous studies of ideological formations in specific consumption contexts, an integrative theoretical framework on consumption ideology has been missing. The theoretical framework presented in this article integrates systemic, social group, and social reality perspectives from social theory with prior consumer research to conceptualize consumption…
Brand Teasing
Popular brands like Wendy's, Postmates, and RyanAir have gained notoriety by making fun of their consumers, but is this an effective strategy to build strong consumer relationships? Across 11 (seven pre-registered) studies, using lab data, field data, and a variety of analytical approaches, the current research demonstrates that teasing communication increases consumer engagement with and connection to the brand compared to merely funny or neutra…
Psychology (4 works) · Business (3 works) · Consumer Behavior in Brand Consumption and Identification (3 works) · Digital Marketing and Social Media (3 works) · Marketing (3 works) · Social Psychology (3 works) · Advertising (2 works) · Affect (linguistics) (1 works) · Brand awareness (1 works) · Brand experience (1 works)