Journal of Consumer Marketing
Issue(s) available: 244 – From Volume: 1 Issue: 1, to Volume: 41 Issue: 4
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Promoting proactive helping behaviour: the role of positive psychological capital and emotional self-control
Estelle van Tonder, Daniel J. Petzer, Sam FullertonCustomers’ proactive helping behaviours involving personal initiative taking may present an effective solution for assisting other customers in avoiding harmful brands…
Factors influencing luxury service brand extension in a developing country
Jiseon Ahn, Meiling GaoDespite the prevalence of luxury brand extension in the service industry, customers tend to be skeptical of the value of the extended brand. This study aims to investigate whether…
Effects of consumer suspicion: a review and agenda for future research
Artemis Panigyraki, Athanasios PolyportisThe objective is to identify the effects of suspicion as well as knowledge gaps, especially in noninterpersonal contexts. This study aims to propose a robust framework for future…
Examining process mechanism of celebrity attributes on brand advocacy
Deepa Halder, Ravi Shekhar Kumar, Debashree RoyThe study uses the meaning transfer model to integrate celebrity advertising and branding under the broad paradigm of celebrity–brand communication. Specifically, the paper aims…
Driving customer inspiration to foster loyalty: a study on showroomers
Marta Frasquet, Marco IevaThis paper aims at understanding the role of customer inspiration in driving loyal (versus competitive) showrooming behaviour and positive word of mouth towards a retailer.
Ethical identity, social image and sustainable fashion: still an impossible deal? A sociopsychological framework of ethical consumers’ attitude-behavior gaps
Lamberto ZolloThis paper aims to propose a multilevel framework of fashion consumer ethics that unpacks how ethical consumers publicly express their identity through sustainable fashion (SF)…
Social media sharing disposition (SMSD) as a driver of consumer information-sharing behavior
Ainsworth Anthony Bailey, Mohamed Slim Ben MimounDespite the continued focus on online sharing through social media, little consumer research has looked at this behavior as an independent construct or tried to determine how it…
How to mitigate the negative effect of PDB on DIY preference
Yuan Li, Matthias Ruefenacht, Peter MaasThis paper aims to explore the negative effect of power distance belief (PDB) on do-it-yourself (DIY) preference. It extends previous studies by delving into the underlying…
Cashbacks “In the nick of time”: consumers’ sensitivity to promotion delays and impact on promotion judgments
Rashmi Kumari, Aruna Divya Tatavarthy, Arvind SahayGiven the growing acceptance of cashback offers (e.g. $10 PayPal cashback within 24 hours of the transaction) among retailers, this paper aims to understand how consumers evaluate…
Centrality of sensory attributes in brand extension evaluations
Samuel Babu Sekar, Sajeev Varki, Yasmeen ElsantilCompared to typical brand extension research focusing on functional and symbolic attributes, this paper aims to examine brand extensions based on a brand's primary sensory…
Co-creation and brand happiness: insights from a Korean perspective
Benjamin NobiExtant literature has extensively explored the factors driving consumer emotions. This study aims to contribute to the ongoing discourse by elucidating the influence of…
Impact of fake news on social image perceptions and consumers’ behavioral intentions
Anubhav Mishra, Sridhar SamuThis paper aims to examine how content relevancy influences consumers’ preference to receive and share fake news. Further, it investigates how these receivers perceive the social…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel