Journal of Contemporary Marketing Science: Volume 6 Issue 3

From SNS stressors’ perspectives to understand prosocial behavior: a contingency model

Li-Chun Hsu, Hsin-Yi Kao

With the high penetration rate of the Internet and the prevalence of social networking sites (SNSs), the negative emotions caused by stressors on SNS have become an important…

Factors affecting psychological ownership in playful consumption experience

Muhammad Faisal Shahzad, Jari Salo

This study undertakes a comprehensive exploration of the relationships between psychological ownership (PO) in playful consumption and its substantial impact on consumer happiness…

Warmth or competence: understanding the effect of brand perception on purchase intention via online reviews

Baoku Li, Yafeng Nan

The purpose of this paper is to explore the main effect of brand perception (brand warmth vs brand competence) on purchase intention, the mediating effect of brand love and the…