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Open research questions in Consumer Behavior in Brand Consumption and Identification

806 gap statements mined from Consumer Behavior in Brand Consumption and Identification papers in our 7.9M-paper local library, which holds 8,699 papers on the topic — drawn mostly from each paper's own stated research gap, future-work, challenge and limitation notes, and its abstract. The ones listed below are a selection still marked open; each names the study that raised it, with a DOI link where the paper has one.

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What the literature leaves open

  • It highlights the need to balance the benefits of GenAI with concerns about authenticity and consumer trust. The study notes the uncertainty in terms of design rationality, craftsmanship feasibility, and overall reliability of AI-generated clothing.

    Originality and Innovation in AI-Generated Clothing: Purchase Intention of AGC-Interested Young Chinese Consumers Toward Independent Designer Brands · 2026 · DOI

  • Although earlier studies have provided substantial evidence of gendered destination influences on consumer behavior, research on the critical roles of biological gender and cultural lenses in travelers' perceptions and behaviors remains lacking.

    Do Cultural Lenses and Biological Gender Matter? The Impact of Hotel Gender on Guests' Trust in the Hospitality Industry: A Cross‐Cultural Study · 2026 · DOI

  • Despite growing attention, the psychological mechanisms underlying AR's impact on brand engagement remain underexplored in both academic research and practical applications.

    Seeing is believing, owning is engaging: how augmented reality enhances psychological ownership and brand connection · 2026 · DOI

  • However, academic research exploring how luxury brands leverage the Metaverse for marketing remains scarce.

    Marketing Luxury Fashion in the Metaverse: The Case of Gucci Town on Roblox · 2025 · DOI

  • Future research is recommended to investigate further intersections between luxury fashion, technology companies, sustainability practices, and talent retention within Metaverse ventures.

    Marketing Luxury Fashion in the Metaverse: The Case of Gucci Town on Roblox · 2025 · DOI

  • While prior research in consumer psychology emphasizes positive brand effects on identity and belonging, little is known about how brands may also act as stressors that deplete psychological resources.

    110 BRANDS, STRESS, AND MENTAL HEALTH: TOWARD A THEORETICAL FRAMEWORK OF EMOTIONAL ANCHORING IN CONSUMER PSYCHOLOGY · 2025 · DOI

  • This important concept, resistance to negative information (RNI), has been under-researched despite being an essential contributor to brand health.

    Sticks and stones: how resistance to negative information helps strong brands thrive · 2025 · DOI

  • To fill this significant gap in the literature, this innovative study sets out to explore brand hatred among Muslim consumers in the unique context of the Arab-Muslim region, adopting a rigorous qualitative methodology.

    Prospecting the antecedents of brand hatred among Muslim consumers: a qualitative study · 2025 · DOI

  • The study uses a cross-sectional design and is limited to a single industry and region.

    Bridging functionality and emotion: the role of brand image in cultivating loyalty among logistics partners through brand love and engagement in Vietnam’s B2B sector · 2025 · DOI

  • Future research should explore longitudinal effects, including diverse decision-makers, and expand across sectors and geographies.

    Bridging functionality and emotion: the role of brand image in cultivating loyalty among logistics partners through brand love and engagement in Vietnam’s B2B sector · 2025 · DOI

  • However, the psychological factors influencing sustainable luxury consumption are not fully understood.

    The Power is Yours: How Power Drives People’s Preference for Sustainable Luxury · 2025 · DOI

  • While academic research on brand trust is extensive, there remains a gap in understanding how commercial researchers measure and operationalise this concept.

    Bridging the Gap: Aligning Academic and Practitioner Approaches to Brand Trust Measurement · 2025 · DOI

  • Yet, limited research has examined how VR influences different facets of brand experiences that empower brand engagement and word-of-mouth.

    Experiential Marketing to Gen Z: Fine-Tuning Brand Experience Through Virtual Reality · 2024 · DOI

  • While gaining traction in branding research, empirical work identifying BCCP is scarce (n = 3).

    Unpacking brand co-creation: a single-case study and empirical consolidation of brand co-creation performances following qualitative meta-synthesis · 2024 · DOI

  • However, there is a lack of consensus on how consumers associate wastefulness with brands and how this impacts downstream consumer brand responses.

    Conceptualising and measuring consumer perceptions of brand wastefulness · 2024 · DOI

  • Despite this, little is known about how consumers perceive brands that take a diversity stand in these virtual, or artificial, environments.

    Diversity Representation in Virtual Environments: How Brand Motives Mediate Consumer Perceptions · 2024 · DOI

  • The paper identifies a gap in understanding how brand culture is formed and how it affects consumer behavior. The study highlights the need for a deeper understanding of the interplay between brand culture and consumer behavior.

    The Interplay of Brand Culture and Consumer Behavior · 2026 · DOI

  • There is a need to understand the reasons influencing purchase decisions in pre-owned product markets.

    Reselling Desire: The Socio-economic and Cultural Forces and Implications of the Expanding Luxury Resale Market · 2026 · DOI

  • While the impact of storytelling on brand perception has been well researched from a consumer perspective, few studies have examined how SME entrepreneurs apply this concept.

    The role of storytelling in the branding of SMEs · 2025 · DOI

  • The authors put forward the view that sacrifices are often invisible to recipients—and thus underrecognized and underappreciated—failing to achieve their full potential.

    Consumption sacrifice · 2024 · DOI

  • The paper identifies the challenge of implementing adaptive selling strategies under information-scarce conditions. The study also notes the difficulty of understanding how salespeople categorize customers and potential users. The analysis highlights the importance of considering the interactional context in which customer categorization occurs.

    Women Love These Items: Persuading Customers Through Customer Categorization in Sales Interaction · 2026 · DOI

  • Further research could examine customer categorization in other retail contexts, - Further research could investigate the effectiveness of customer categorization in different sales situations, - Further research could explore the role of customer categorization in online sales…

    Women Love These Items: Persuading Customers Through Customer Categorization in Sales Interaction · 2026 · DOI

  • The research enriches corporate social responsibility and sports branding literature by addressing the underexplored role of ethical responsiveness in fostering customer brand engagement in the experiential context of running events.

    Ethical customer responsiveness in branded running events: a multiple mediation model for developing brand engagement · 2025 · DOI

  • We recommend adopting perceived trustworthiness measures, and advocate for further research into the development of valid single-item scales, a method favoured by commercial researchers, for measuring each dimension of perceived trustworthiness.

    Bridging the Gap: Aligning Academic and Practitioner Approaches to Brand Trust Measurement · 2025 · DOI

  • The rapid growth of the luxury resale market poses challenges for luxury brands to maintain brand image and combat counterfeit goods. The market's growth also raises questions about its future influence on brand identity, consumer loyalty, and the moral economy of luxury.

    Reselling Desire: The Socio-economic and Cultural Forces and Implications of the Expanding Luxury Resale Market · 2026 · DOI

Most-cited papers in Consumer Behavior in Brand Consumption and Identification

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Open questions raised by papers listed on this page include: (1) Despite growing attention, the psychological mechanisms underlying AR's impact on brand engagement remain underexplored in both academic research and practical applications (“Seeing is believing, owning is engaging: how augmented reality enhances…”, 2026); (2) There is a need to understand the reasons influencing purchase decisions in pre-owned product markets (“Reselling Desire: The Socio-economic and Cultural Forces and Implications of…”, 2026); (3) Academic research exploring how luxury brands leverage the Metaverse for marketing remains scarce (“Marketing Luxury Fashion in the Metaverse: The Case of Gucci Town on Roblox”, 2025); (4) While prior research in consumer psychology emphasizes positive brand effects on identity and belonging, little is known about how brands may also act as stressors that deplete psychological resources (“110 BRANDS, STRESS, AND MENTAL HEALTH: TOWARD A THEORETICAL FRAMEWORK OF…”, 2025); (5) Future research should explore longitudinal effects, including diverse decision-makers, and expand across sectors and geographies (“Bridging functionality and emotion: the role of brand image in cultivating…”, 2025). 806 gap statements have been mined from Consumer Behavior in Brand Consumption and Identification papers in our 7.9M-paper local library, which holds 8,699 papers on the topic; the gaps come from whichever of those papers state one. They are mostly the research gaps the authors state and the papers' abstracts, plus future-work, limitations and challenges passages. The ones listed below are a selection still marked open; each names the study that raised it, with a DOI link where the paper has one, so you can read the original claim in context.

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