Because engagement platforms are becoming an emerging service research context, the purpose of this paper is to understand how consumers may be segmented with respect to…
Support for women’s rights and feminist self-identification as antecedents of attitude toward femvertisingMiglena Sternadori, Alan Abitbol
Existing research demonstrates that consumers prefer advertising that aligns with their values and beliefs but can also be distrustful of claims of corporate social…
This paper aims to investigate the variations in brand personality trait items to describe both global and local brands in Malaysia.
The purpose of this study is to examine the strategies used by consumers to control themselves in the Singles’ Day promotion. It also examines how promotion and social…
Sharing of branded viral advertisements by young consumers: the interplay between personality traits and ad appealKalpak K. Kulkarni, Arti D. Kalro, Dinesh Sharma
This study aims to investigate the influence of Big Five Personality traits (i.e. openness to experience, conscientiousness, extraversion, agreeableness and neuroticism…
This paper aims to investigate whether and how the inclusion of the year of establishment (YOE) in the brand logotype affects consumers’ perceptions of brand heritage and…
Personal finance influences everything we buy and is a key driver of all economies. It has attracted significant research attention, mostly grounded in rational economics…
Effects of personal dispositions, familiarity and consumption situation on Western brands’ packagingHuda Khan
Supermarket scans in the contextual non-Western markets (Pakistan and China) revealed that the majority Western consumer products are available in both global (English…
The purpose of this paper is to examine marketing strategies that India is currently applying to promote itself as a competitive yoga destination.
Are attractive reviewers more persuasive? Examining the role of physical attractiveness in online reviewsMarie Ozanne, Stephanie Q. Liu, Anna S. Mattila
While online reviews are of paramount importance in brand evaluations and purchase decisions, the impact of a reviewer’s attractiveness is not well understood. To bridge…
This paper aims to explore the inverse consumer socialization processes, differences in technology adoption and changes in extended family dynamics occurring between adult…
This paper aims to explore the relationships between political marketing via social media and young voters’ political participation in Ghana. Additionally, this study…
Collaborative consumption emerges from social practices such as sharing, lending and gifting. It is becoming more common among consumers, boosted by the internet, which…
This paper aims to examine how, why and when incidental curiosity might have an influence on consumers’ unhealthy eating behaviors in a subsequent, irrelevant context.
Customers’ behavioral responses to unfavorable pricing errors: the role of perceived deception, dissatisfaction and price consciousnessSiddik Bozkurt, David Gligor
Although unfavorable pricing errors (UPEs) cost customers billions of dollars each year, research has not yet examined customers’ reactions to UPEs. This paper aims to…
The purpose of this paper is to answer the following question: What can researchers learn from consumer research that can inform them about the consequences of consumption?
Online date, start – end:1984
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- Patricia Norberg