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Open research questions in Consumer Behavior in Brand Consumption and Identification

736 unresolved questions extracted from the limitations and future-work sections of 7,629 Consumer Behavior in Brand Consumption and Identification papers in our library. Each links back to the study that raised it.

What the literature leaves open

  • Exploring how cultural dimensions interact with variations in AI acceptance, - Investigating the relationship between AI and consumer behavior in different cultural contexts, - Studying the impact of AICP on sustainable consumption in various regions

    AI for sustainability: examining how personalized content drives sustainable consumer behavior in emerging Middle Eastern markets · 2026 · DOI

  • The capacity of AI to influence pro-environmental behaviors remains underexamined, particularly in culturally diverse and digitally active regions like the Middle East. Many existing empirical studies tend to treat culture as a background demographic variable rather than as a meaningful moderating factor. There is a dearth of research on young green consumers in developing countries.

    AI for sustainability: examining how personalized content drives sustainable consumer behavior in emerging Middle Eastern markets · 2026 · DOI

  • While brands are often drawn into social controversies, the public debates that follow brand‑initiated provocations remain understudied.

    Doubling Down on Brand Activism: A Multilayered Framing Contest Following Brand-Initiated Provocation · 2026 · DOI

  • Addressing customers by name is widely promoted as a best practice in frontline service, yet its true impact on customer experiences, the psychological mechanisms underlying it, and boundary conditions remain insufficiently understood.

    Call me by my name: The effects of addressing customers by their names, the underlying mechanisms, and the boundary conditions · 2026 · DOI

  • However, the role of academic background—specifically, whether a student's major field of study is associated with brand preference—remains underexplored.

    The Relationship Between Academic Major and Smartphone Brand Preference: A Contingency Table Analysis · 2026 · DOI

  • However, little is known about the effect of ICH label on consumer brand responses.

    The Interplay Between the Intangible Cultural Heritage Label and Brand Types on Chinese Consumer Brand Responses · 2025 · DOI

  • This review offers an integrated understanding of CRM’s conceptual development and methodological trends and proposes a future research agenda targeting underexplored theories, qualitative approaches, and context-specific applications.

    Cause-Related Marketing: A Past and Future Review Using SPAR-4 SLR Guidelines and TCCM Framework · 2025 · DOI

  • Coffee is one of the world’s most widely enjoyed beverages and is sold by numerous global coffee brands; however, few studies have investigated how brand information affects the perceived tastes of consumers.

    Impact of Brand and Testing Method on Coffee Taste Perception between Genders: A Comparative Study of Two Leading Coffee Brands in Taiwan · 2025 · DOI

  • Nevertheless, few studies have focused on the relationship between purine labeling and consumers' sustainable consumption intentions.

    Effect on consumers’ sustainable purchase intention of dietary supplement purine labeling · 2025 · DOI

  • However, this study also has some limitations, such as the generalizability of the findings being limited by the manipulated environment, the self-reported sustainable purchasing intention are biased, and the cross-sectional study not demonstrating how purchase intention changes over time.

    Effect on consumers’ sustainable purchase intention of dietary supplement purine labeling · 2025 · DOI

  • However, the effects of awe on green consumption or its underlying mechanisms remain unclear.

    Study on the Impact of Awe on Consumers’ Green Purchasing Intention · 2024 · DOI

  • However, these initiatives have not been studied in the sport sector, eluding the beneficial effects it could have on market positioning and user retention.

    Influence of green practices on user loyalty in sport clubs · 2024 · DOI

  • Directions An important implication of these findings is that the confusion rate of a particular brand pair should be evaluated with respect to a representative set of other pairs. Depending on the circumstances, this set of pairs might be a representative sampling of pairs within a product category, or it may be a set of pairs with which the particular brand pair shares similarities, such as the pairs with which it clusters on origin or similarity. One might contrast two dandruff shampoos, for example, against the average confusion rate among all dandruff shampoos, if in fact dandruff shampoos tended to cluster together. These arguments are somewhat analogous to those made by Gardner [1975] regarding normative beliefs in the case of deceptive advertising. In order to show illegalities, it is necessary to demonstrate that the level of confusion is evaluated empirically with respect to a designated norm-a norm which includes other brand pairs that are in certain respects similar to the brand pair of interest. Future research might seek to understand the conceptions, if any, that consumers have about product origin. Is product origin sometimes (perhaps implicitly) a salient feature used in product evaluation? Different con sumers may hold different perceptions of product origin (e.g., "all major brands are made by the same company," "store brands are made by national brands"). Consumers may also exhibit differences in the manner in which they seek brand-origin information, or in the degree to which they are influenced by such factors as physical similarities between brands. Also, can physical similarities between products have marketing consequences that are independent of product origin perceptions? Conceivably, physical similarities between products do impact on evaluative attribute perceptions and resulting purchase behaviors. Is the typical private label brand competing with the "look alike" national brand for the quality attributes defined by the national brand, e.g., "the high quality dandruff shampoo," or for the descriptive or functional" qualities-e.g. the "cinnamon tasting red mouthwash"? Alternatively, do private/store brands essentially compete with one another from store to store, e.g., Sears store brand shampoo versus K·Mart brand shampoo? To acquire evidence applicable in a legal case or to establish absolute base rates of confusion across different product categories, research in a natural setting might be important. However, laboratory research is valuable for the development and testing for hypotheses of consumer origin perceptions, and in many cases may be sufficient in determining the likelihood of confusion between two marks. Basic research on trademark and origin issues is clearly lacking. The present research describes a number of different directions that might be taken to explore these issues, and their implications, in greater depth.

    Consumer “Confusion” of Origin and Brand Similarity Perceptions · 1986 · 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

  • The relationship between global-local identity and consumers' paradoxical brand response remains underexplored. There is a lack of understanding of the underlying mechanism and boundary conditions of global-local identity on consumers' paradoxical brand response.

    How does global-local identity influence consumer responses to paradoxical brands? · 2026 · 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

  • The study aims to bridge the space for integrated analysis of both the causes and effects of the growth of the luxury resale market. 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

  • The assumption that brand love functions as an unconditional behavioural safeguard against brand switching has not been qualified. The impact of perceived financial constraints on consumer behaviour has not been fully investigated.

    When brand love is not enough: a conservation–feasibility account of switching under financial constraints · 2026 · DOI

  • The study identifies a gap in the literature on the relationship between brand equity, brand image, perceived value, and behavioural intentions in an emerging market. The research aims to investigate the interactions among these constructs.

    Brand Equity, Brand Image, Perceived Value and Behavioural Intentions Nexus: A Mediation Model in an Emerging Market · 2026 · DOI

  • Future research should investigate the role of visual branding symbols in digital spaces. Future research should explore the application of brand resonance in different cultural contexts.

    The Application of Brand Resonance in Brand Building: A Systematic Literature Review · 2026 · DOI

  • There is a lack of research on visual branding symbols in digital spaces. There is a need to design brand-building approaches to induce brand resonance, taking into account the country-of-origin influences and design preferences for China.

    The Application of Brand Resonance in Brand Building: A Systematic Literature Review · 2026 · DOI

  • The literature lacks conceptual clarity in explaining how social media engagement shapes attitudes toward cancel culture and how participation in cancel culture affects brand evaluations. The paper identifies a gap in the literature regarding the integration of fragmented studies on engagement, activism, and brand outcomes.

    Social Media Engagement, Attitudes towards Cancel Culture, and Brand Attitude: A Conceptual Framework · 2026 · DOI

  • The study identifies a gap in the CBBE literature on geopolitically motivated brand reentry in emerging markets.

    Repositioning in the Digital Age: Assessing Consumer Perceptions of SHEIN India’s Brand Equity Following Its 2025 Make in India Relaunch · 2026 · DOI

  • The original study by Tischner and Stasiuk had a methodological error. The gap is the lack of understanding of the influence of the Audi trademark on the evaluation of automotive spare parts.

    An Evaluation of the Empirical Studies on the Significance of the Original Audi Manufacturer’s Trademark in Shaping the Perception of Automotive Spare Parts Among Audi Car Owners and Professionals as Published in Tischner, A., Stasiuk, K.: “Spare Parts, Repairs, Trade Marks and Consumer Understanding” · 2026 · DOI

  • The cultural silence around the realities of motherhood. The stigmatization of the postpartum body in mainstream media. The need to create effective campaigns that promote body positivity and empower women.

    NARRATIVES OF STRENGTH: A CONTENT ANALYSIS OF PREGA NEWS ADVERTISEMENT INFLUENCE ON POSTPARTUM BODY IMAGE · 2026 · DOI

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736 open questions have been extracted from the limitations and future-work passages of 7,629 Consumer Behavior in Brand Consumption and Identification papers in our library. Each one below links back to the study that raised it, so you can read the original claim in context.

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