Editor-in-Chief Naveen Donthu Anders Gustafsson Georgia State University, [email protected] Norwegian Business School, [email protected] Senior Editors Domingo Enrique Ribeiro-Soriano Hongwei He University of Valencia, Valencia, Spain The University of Manchester, Manchester, United Kingdom Consumer behavior Associate Editors Kalpesh Desai, University of Missouri, [email protected] Claas Christian Germelmann, Universität Bayreuth, [email protected] Colleen Kirk, New York Institute of Technology, [email protected] Colleen Bee, Oregon State University, Corvallis, Oregon, United States Ashok Lalwani, Indiana University at Bloomington, [email protected] Hope Jensen Schau, The University of Arizona Eller College of Management, Tucson, Andrew Murphy, Massey University, [email protected] Arizona, United States Gopal Das, IIM Bangalore, [email protected] Lan Xia, Bentley University, Waltham, Massachusetts, United States Editorial Review Board Annika Abell Teresa Davis Adwait Khare Patricia Norberg Assistant Prof at Univ of Tennessee, Knoxvillea Sydney University Business School University of Texas (Arlington) Quinnipiac University Aaron Ahuvia Nathalie Dens Ann-Kristin Knapp Ulrich Orth University of Michigan Dearborn University of Antwerp University of Muenster University of Kiel Dana Alden Pierre Desmet Minkyung Koo Elfriede Penz University of Hawaii ESSEC Business School University of Illinois at Urbana-Champaignu Economics University of Vienna Nisreen Ameen Alexabder Fedorikhin Daniel Korschun Maria Piacentini University of London Indiana University Drexel University Lancaster University Management School Mark Arnold Sven Feurer Mina Kwon Nicole Ponder Saint Louis University Karlsruher Institute for Technology University of Louisville Mississippi State University Søren Askegaard Judith Folse Sarah Lefebvre Priyali Rajagopal University of Southern Denmark Louisiana State University Murray State University University of North Texas Julian Givi, Sandra Awanis Chihling Liu Sekar Raju Lancaster University Management John Chambers College of Business and Iowa State University Economics, West Virginia University, Lancaster University Management School Emma Banister Kaisa Lund Marisabel Romero The University of Manchester Morgantown Linnaeus University. Assistant Prof at Colorado State Univ Michelle Barnhart Andreas Grawe Catherine Roster Oregon State University University of Mannheim Gerry Mackintosh North Dakota State University University of New Mexico Sharon Beatty Klaus Grunert Ruta Ruzeviciute University of Alabama University of Aarhus Adriana Madzharov Stevens Institute of Technology University of Amsterdam Colleen Bee Zheyin (Jane) Gu Huifang Mao Maura Scott Oregon State University, Corvallis, Oregon, University of Connecticut Florida State University United States Abhijit Guha Iowa State University University of South Carolina Peter Mcgoldrick Ritesh Saini Rajesh Bhargave University of Texas Arlington Imperial College Rhonda Hadi Alliance Manchester Business School Sijie Sun Adam Braesel Oxford University Carol Megehee Boston College Jonathan Hasford Coastal Carolina University University of Hawaii at Hilo Les Carlson University of Central Florida Altaf Merchant Courtney Szocs University of Nebraska-Lincoln Louise Hassan University of Washington, Tacoma Portland State University Marylouise Caldwell University of Bangor Franziska Metz Christoph Teller University of Sydney Mehdi Hossain EBS Business School (Germany) University of Surrey Hannah Chang University of Rhode Island Kyeong Sam Min Jessie Wang Singapore Management University Monika Imschloss The University of New Orleans Miami University Amitav Chakravarti University of Cologne Banwari Mittal Gianfranco Walsh London School of Economics Hope Jensen Schau Northern Kentucky University University of Jena Subimal Chatterjee The University of Arizona Eller College of Nicole Montgomery Danny Weathers State University of New York at Binghamton Management, Tucson, Arizona, United States University of Virginia Clemson University Tilottama Ghosh Chowdhury Robert Jewell David Mothersbaugh Timothy Wilkinson Quinnipiac University Kent State University University of Alabama Whitworth University Deborah Cohn Bernadette Kamleitner John Murray Steve Wood New York Institute of Technology Vienna University of Economics & Business Dublin Institute of Technology University of Surrey John Crotts Manish Kacker Andrew Murphy Ulku Yuksel College of Charleston DeGroote School of Business Massey University Sydney University Business School Neel Das Ben Kerrane Marzena Nieroda Min Zhao Appalachian State University Lancaster University Management School Alliance Manchester Business School Boston College Marketing Associate Editors Eric Boyd, University of Central Florida, [email protected] Piyush Sharma, Curtin University, [email protected] Cleopatra Veloutsou, University of Glasgow, [email protected] Amalesh Sharma, Texas A&M University College Station, College Station, Texas, United Joe Cronin, Florida State University, [email protected] States Charles Dennis, Middlesex University, [email protected] Pantea Foroudi, [email protected]; Middlesex University K. Sivakumar, Lehigh University, [email protected] Lia Zarantonello, University of Roehampton, [email protected] Editorial Review Board Carmen Abril Adam Smith Business School, University of Andrea Groeppel-Klein Scott Kelly IE Business School Glasgow Saarland University University of Kentucky Daniela Andreini Polymeros Chrysochou Steve Grove Russel Kingshott Matteo De Angelis Aarhus University Clemson University Curtin University Luiss University Elizabeth Cowley Flora Gu V. Kumar Fernando Angulo-Ruiz The University of Sydney Business School The Hong Kong Polytechnic University Georgia State University MacEwan University Bill Cron Suraksha Gupta Lauren Isabelle Labrecque Kersi Antia Texas Christian University Newcastle University UK University of Rhode Island University of Western Ontario Marcus Cunha Rich Hanna Russ Laczniak Seigyoung Auh University of Georgia Babson College Iowa State University Thunderbird School of Global Management Kofi e Dadzie Curt Haugtvedt Sandra Laporte Barry Babin Georgia State University Ohio State University HEC Montréal Bryan A. Lukas Louisiana Tech University Nebojsa Davcik Chung Henry Andrew Baker School of Communication, Journalism and University of Manchester EM Normandie Business School, Oxford, UK Xueming Luo San Diego State University Marketing Laurence Dessart Temple University Pradeep Bhardwaj University of Liège Roscoe Hightower University of Central Florida Sudha Mani Adamantios Diamantopoulos Florida A&M University Monasg University Subodh Bhat University of Vienna Chris Hopkins Joaquin Aldas Manzano College of Business, Delphine Dion Clemson University University of Valencia San Francisco State University ESSEC Business School Gary Hunter Bob Mcdonald Ruth Bolton Beibei Dong Clemson University Texas Tech University Arizona State University Lehigh University Subin Im Dan McQuiston Brian Bourdeu Yonsei Business School Butler University Auburn University Michael Dorsch Clemson University Kokil Jain Jeannette Mena Deanne Brocado Amity University, India University of South Florida Utah State University Raffaele Filieri, Wes Johnston Audencia Business School Geraldine Michel Danny Butler Georgia State University University of Paris Sorbonne Dan Flint Auburn University Alain Jolibert Mayoor Mohan Roger Calantone University of Tennessee INSEEC Business School Virginia Commonwealth University Michigan State University Marie-Laure Gavard-Perret Lynn Kahle Julie Guidry Moulard Brian Chabowski Université Grenoble-Alpes (UGA) University of Oregon Louisiana Tech University University of Tulsa Spiros Gounaris Saim Kashmiri Feisal Murshed Ricky Chan University of Strathclyde University of Mississippi Kutztown University Auckland University of Technology Christopher Groening Jean-Noël Kapferer Duane Nagel Kalliopi Chatzipanagiotou Kent State University INSEEC Business School Paris Wichita State University JJBR_v128_iC_FM.indbBR_v128_iC_FM.indb iiii 223-03-20213-03-2021 114:13:304:13:30 Pravin Nath Connie Porter Ashish Sinha Rajan Varadarajan University of Oklahoma Rice University University of Technology Sydney Texas A&M University Paul Valentin Ngobo Daniel Prior Bharadhwaj Sivakumaran Cleopatra Veloutsou Paris Dauphine University University of New South Wales Great Lakes Institute of Management, India Adam Smith Business School. Charles Noble Marina Puzakova Steve Skinner Luca M. Visconti University of Tennessee Lehigh University University of Kentucky ESCP Europe Stephanie Noble Anne Roggeveen Robert Spekman Rob Widing University of Tennessee Babson College University of Virginia Case Western University David Ortinau Katharina ZEUGNER-ROTH Raji Srinivasan Klaus-Peter Wiedmann University of South Florida Rajat Roy University of Texas at Austin Leibniz Universität Hannover Dan Padget Bond University, Gold Coast, Australia Hannah Stolze Jeremy Wolter Auburn University Don Shemwell Wheaton College Auburn University Ravi Pappu East Tennessee State University Akiko Ueno Chi Kint (Bennett) Yim University of Queensland Jennifer Siemens Middlesex University The University of Hong Kong Giuseppe Pedeliento Clemson University Pierre Valette-Florence Yuri Seo Greg Picket Jagdip Singh IAE de Grenoble Department of Marketing Clemson University Case Western Reserve University The University of Auckland Business School Research Methods Associate