. American Marketing Association
Marketing research is the function that links the consumer, customer, and public to the marketer through information–information used to identify and define marketing opportunities and problems; generate, refine, and evaluate marketing actions; monitor marketing performance; and improve understanding of marketing as a process. Marketing research specifies the information required to address these issues, designs the method for collecting information, manages and implements the data collection process, analyzes the results, and communicates the findings and their implications. American Marketing Association
The role of temporal focus and self-congruence on consumer preference and willingness to pay: A new scrutiny in branding strategy (2018) investigates the psychological mechanism that motivates consumers to pay more for a preferred brand that reflects their actual or ideal self-concept, by examining the shift in attention between consumer’s present, future, and past moments.
Understanding the drivers of consumer-brand identification (2019) develops a holistic understanding of the drivers of consumer–brand identification (CBI) from a consumer’s perspective. It explicates why and how consumers form identity-based connections with brands. It conceptualizes the drivers of CBI by acknowledging consumer’s personality, life tasks and life values together with brand personality, brand promise and brand community as the main factors underlying the realization of a self-brand connection.