My research has primarily focused on how companies create value for their customers and consumers, and how brands build long-lasting trust with them. I have examined how products are valued and experienced based on intangible factors. Brand and product authenticity are crucial components of these values, as they connect to customers’ and consumers’ ideologies, lifestyles, and identities. Products serve as carriers of various social and cultural meanings and functions through experiences and associations. Recently, my research has shifted toward the circular economy, exploring how circular companies, by employing different strategies, can encourage customers and consumers to prioritize circular products over linear products, even though these are often initially more expensive to purchase.