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There is a growing trend of brand resurrections that are driven by consumer power. Millennials play a critical role in initiating most of these brand resurrection movements using social media. This study aims to explore the factors that drive consumers’ participation in brand resurrection movements – an outcome of brand cocreation.

Data were collected using self-administered survey. This study uses the partial least squares-structural equation modeling to empirically examine the factors that motivate consumers to participate in brand resurrection movements.

The results indicate that consumers’ beliefs about the functional and value-expressive utilities, and their judgments of the perceived brand superiority of the defunct brand are significantly associated with brand resurrection movements. Nostalgia moderates the relationship between social-adjustive utility and brand resurrection movement, which shows that consumers’ social-adjustive utility becomes relevant when triggered with a strong sense of the past.

From a theoretical perspective, this study contributes to literature on reviving defunct brands. This study also identifies additional factors that determine the success of brands that are being relaunched.

From a managerial perspective, the study provides insights into when and how organizations can consider bringing back defunct brands. Future studies should introduce additional variables to the model such as product category involvement that may be associated with consumers’ willingness to bring back defunct brands.

To the best of the authors’ knowledge, this study is the first of its kind that empirically examines the motivations behind consumer participation in bringing back defunct brands. The importance of this study is highlighted in the fact that several defunct brands are being revived by organizations due to consumer-brand co-creation movements.

This paper aims to examine the relationship between the development of consumer rights and the emergence of the contemporary consumer movement. Rethinking the contemporary consumer movement as a new social movement (NSM) enables a closer examination of the actors, opponents and goals of the movement, and how governments and other political institutions responded by conceptualising and developing a set of “consumer rights”.

The lens of NSM theory is used to examine the historical development of, and relationship between, consumer rights and the contemporary consumer movement.

As a NSM, the goal of the contemporary consumer movement is to bring about ideological change. However, this paper argues that the development of “consumer rights” can be read as an attempt by oppositional forces to co‐opt the goals of the movement, thereby neutralising the threat of the movement and negating the opportunity for radical ideological change. Identifying that co‐optation can occur not only through the actors, but also via the “totality” or goals of a movement, broadens our understanding of how NSMs decline or are institutionalised.

This paper offers a critical interpretation of the origins and purpose of “consumer rights”. It suggests that rather than being read as a success of the contemporary consumer movement, consumer rights actually represent a co‐optation of the movement, which served to placate consumer activists while actually maintaining the very structures of advanced market capitalism and consumer culture the movement sought to destabilise.

The purpose of the paper is to question the possible reach of anti‐brand movements and, by extension, those movements that criticize capitalism via consumption, in order to reflect on the impasse in critique, given the new formats that capitalism has assumed.

This paper takes as the object of its analysis the book No Logo and it is supported by qualitative research into the production of the discourse about the responsible consumer in the business media, as well as in books and articles published about the assimilation of resistance, and especially about anti‐consumption and anti‐brand movements.

The relationship between the empirical findings of the research − the production of the responsible consumption discourse, in the period before, and after the anti‐brand movements – and theoretical articles about empowerment and consumer accountability in the modern day shows how the assimilation of resistance occurred, via the responsible consumption discourse and also draws attention to its limits. Although the qualitative research used in the article was not initially planned for use in it, its findings were incorporated because they are widely applicable to what was being proposed.

The papers originality lies in the fact that it shows the point that a criticism movement has reached after ten years. Although this was already clear to the author in 1999 when No Logo was written, a decade later it is possible to state that the movement has been assimilated by the market, especially since the appearance of the discourse of “responsible consumption”. What is completely novel in this article is this co‐relation. At the end, the article also points to the social risks of attributing a large degree of accountability to individuals for consumption.

Reports on a survey carried out in the USA into the opinions of leading marketing managers and consumer advocates with respect to consumerism. Investigates, also the response of US business to consumerism. Offers several points to illustrate this, concluding that concepts of consumerism appear to have been institutionalized in the economic system of the USA.

Examines consumerist developments in progressive Western economies. Studies present literature about consumerism, developing some propositions forming the basis for a theory of consumerism. Goes on to test the propositions, based on empirical data, to form the foundation for a framework to enable marketing to encompass consumerism. Examines in the first part the USA and the consumerist movement there, looking at various public interest groups active in the USA. Addresses the phenomenon in Europe in the second section stating that Sweden is the most consumer‐friendly, followed by the UK, France and Germany. Concludes that the consumer has a right to expect safety, quality, health; information, education and protection; and truth, authenticity and choice.

This paper is concerned with the historical record of one business in the UK, which has long laid claim to the moral high ground in the conduct of its affairs – the amalgam of consumer co-operative business organisations, which eventually merged to become the Co-operative Group at the beginning of the 21st century. This paper aims to offer an assessment of the record of the British consumer co-operative movement’s efforts to abide by and promote its values and principles during the first 137 years of its existence (1863 to 1990).

The paper is developed using largely qualitative research methods and a variety of sources. These include archival resources and business-historical materials such as committee minutes and correspondence. These materials have been complemented by several semi-structured recorded interviews with senior members of the Co-operative Group.

The authors develop several conclusions. First, where ethical choices were possible and no serious commercial interests were impaired, the co-operative movement could and usually did do its best to adhere to its principles. Second, in several instances, commercial interests did frequently trump ideals. Finally, the organisational structure of the movement made it very difficult to ensure that co-operative principles and values were adhered to.

This paper presents a unique case-study that examines the inherent tension between commerce and ethics in the co-operative movement.

The “economic” (Chicago School) theory of regulation fails to explain many important features of regulatory history in the USA, such as the periodicity of regulatory innovation, the role of the organized consumer movement, and the roots of reform, including deregulation. J.Q. Wilson′s political theory of regulation accounts for these phenomena when interpreted in historical context. The widely‐held social values of Wilson′s theory are identified with the values articulated by the consumer movement. This theory suggests that regulation can indeed serve the public interest as understood from the perspective of consumerist values.

Proposes that the 1980s will cause a shift of trends in the area of consumerism, owing to a rapid increase in unemployment and a reduction in incomes. Investigates how consumerism could behave in these circumstances, looking in particular at the situation in The Netherlands. Concludes that the future of any organization lies in the extent of its recognizing social trends and needs.

The purpose of this paper is to explore the consumer adoption literature on local food. This study discusses the applicability of traditional models of adoption and diffusion to understand new phenomena such as the development of local food networks.

A systematic review of the literature on the adoption and diffusion of local food systems was conducted.

A total of three main challenges within the literature on the adoption and diffusion of local food are identified: the lack of a clear definition of what constitutes local food, divergent market assumptions and divergent consumer assumptions. In addition, this study points to the need for new perspectives on consumer adoption and diffusion of local food practices.

This paper provides an overview of current local food research streams and contributes to the literature on consumer adoption and diffusion of local food consumption.

This paper aims to explore how home economists, employed by the Good Housekeeping Institute, may have influenced the use of principles from the home economics movement in advertising appeals for electric appliances.

A content analysis of more than 400 print advertisements from Good Housekeeping magazine, from 1916 to 1929, was conducted to determine whether manufacturers used appeals derived from the home economics movement in their advertising. Then, the Good Housekeeping Institute’s history is explored to suggest how its relationship with manufacturers may have resulted in the use of the home economics movement’s principles in advertising appeals for electric appliances.

The content analysis shows that principles of the home economics movement appeared in advertising appeals for electric appliances in advertisements placed in Good Housekeeping magazine during the period studied. Through its unique relationships with electric appliance manufacturers, the Good Housekeeping Institute seems to have taught manufacturers how to position electric appliances by incorporating the principles of the home economics movement in their advertising appeals.

This research demonstrates how a commercial organization successfully navigated its relationships with manufacturers and consumers for mutual benefit.

This work is the first to link the Good Housekeeping Institute’s work with manufacturers to its influence on advertising appeals. This work also expands understanding of the influence of women on marketing practice. Existing literature on women’s publications is also broadened by analyzing Good Housekeeping, rather than the more frequently studied Ladies’ Home Journal.