Journal of Consumer Marketing
Issue(s) available: 221 – From Volume: 1 Issue: 1, to Volume: 38 Issue: 2
Category:
Marketing
Volume 38
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Volume 2
Volume 1
Why do consumers engage in online brand communities – and why should brands care?
Danita van Heerden, Melanie WieseThe purpose of this paper is to explore consumers’ motivations for engaging in Facebook brand communities, and what outcomes brands can gain from online engagement.
Developing brand advocacy through brand activities on Facebook
Youngtae Choi, Michael W. Kroff, Junga KimThis paper aims to investigate how brands’ social media activities (credible content delivery, co-creation and responsiveness) impact brand advocacy. The paper also…
When time pressure counters the zero price effect
John Bowman Dinsmore, Scott A. Wright, Daria PlotkinaThe freemium pricing model is dominant in digital products such as mobile applications. While limited evaluation of a product such as when a consumer is under time…
Contrasting profiles of product returners and keepers
Dong Hwan LeeThis paper aims to investigate whether the consumers who return a product and those who end up keeping a product after experiencing post-purchase dissonance (PPD) possess…
Measuring personality congruency effects on consumer brand intentions in celebrity-endorsed brands
Nilesh Arora, Sanjeev Prashar, Sai Vijay Tata, Chandan ParsadBrand managers frequently use well-known celebrities to position their brands and capture consumers’ attention to improve the brand’s market share. The attachment of a…
The effects of matching empty ad space color to featured product’s color on consumer buying impulse
Nazuk SharmaThe purpose of this paper is to investigate how matching an ad’s empty space color specifically to that of the advertised product’s color (instead of leaving it white…
Will a green color and nature images make consumers pay more for a green product?
Manoshi Samaraweera, Jeanetta D. Sims, Dini M. HomseyWould a green color label increase the dollar amount consumers are willing to pay for a green product? Would nature images (such as a leaf or flower) on the label have the…
Preparing for a crisis: examining the influence of fear and anxiety on consumption and compliance
Elyria Kemp, My (Myla) Bui, McDowell Porter, IIIThis research aims to examine the unique emotional distress experienced during the coronavirus (COVID-19) outbreak. It explores the role of fear and anxiety, what fueled…
Television viewing and conspicuous consumption of households: evidence from India
Avinash Kumar, Rajeev KumraThe purpose of this paper is to empirically examine the effect of television viewing duration of a household on its annual category-level conspicuous consumption and also…
Exploring lack of closure as a brand transgression
Jacqueline Burgess, Christian JonesThis study aims to contribute to research into narrative brands by investigating if the lack of closure in the ambiguous season two’s ending of the Australian television…
Shopping well-being: the role of congruity and shoppers’ characteristics
Kamel El Hedhli, Imene Becheur, Haithem Zourrig, Walid ChaoualiAlthough shopping well-being has become a focal construct in retail shopping studies, little is known about the key drivers of this construct. This study aims to further…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Reetika Gupta
Further Information
