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Independent travelers are those vacationers who have booked only a minimum of their transportation and accommodation arrangements prior to departure on the vacation. Independent travel is an important and growing sector of worldwide tourism. Choice of vacation itinerary for the independent vacation represents a complex series of decisions regarding purchase of multiple leisure and tourism services. This chapter builds and tests a model of independent traveler decision-making for choice of vacation itinerary. The research undertaken employs a two-phase, inductive–deductive case study design. In the deductive phase, the researcher interviewed 20 travel parties vacationing in New Zealand for the first time. The researcher interviewed respondents at both the beginning and the end of their New Zealand vacations. The study compares pre-vacation research and plans, and actual vacation behaviors, on a case-by-case basis. The study examines case study narratives and quantitative measures of crucial variables. The study tests two competing models of independent traveler decision-making, using a pattern-matching procedure. This embedded research design results in high multi-source, multi-method validity for the supported model. The model of the Independent Vacation as Evolving Itinerary suggests that much of the vacation itinerary experienced in independent travel is indeed unplanned, and that a desire to experience the unplanned is a key hedonic motive for independent travel. Rather than following a fixed itinerary, the itinerary of an independent vacation evolves as the vacation proceeds. The independent traveler takes advantage of serendipitous opportunities to experience a number of locations, attractions and activities that they had neither actively researched nor planned.

This study aims to examine the impact of religiosity on fashion knowledge, consumer-perceived value and patronage intention.

This study applied purposive sampling method. The population size used a minimum number of samples (100) in the WarpPLS analysis. The inferential statistical technique used is structural equation modeling. A tool for analyzing the structural models is the partial least square method.

Religiosity is a consumer belief in religion, which does not generate fashion knowledge so that high and low religiousness cannot increase or decrease fashion knowledge. Consumer confidence in their religion can increase consumer-perceived value of Muslim fashion products. It causes consumers to behave positively toward future behavioral intentions, that is, the patronage intention. Consumer religiosity is not the cause of patronage intention so that the high or low level of religiousness does not increase or decrease in the willingness of consumers to visit the store (or patronage intention). Fashion knowledge has a positive influence on consumer-perceived value. Consumer knowledge of fashion can increase the patronage of consumer intention toward Muslim fashion products. Fashion knowledge brings the knowledge to consumers in regard to Islamic law that regulates the prohibited and allowed actions, especially in wearing fashion. The high or low level of consumer-perceived value does not provide a cause for increase or decrease in the willingness of consumers to revisit the store (or patronage intention).

With regard to the relationship between religiosity and knowledge, it is found that there are still limited studies and differences in the sectors studied regarding the influence of religiosity and knowledge. To the best of the authors’ knowledge, the religiosity variable in influencing consumer-perceived value has not been used in previous studies. Religiosity is associated with consumer-perceived value expressed as originality in this study because the researcher has not found this relationship in the previous studies. Regarding the relationship between religiosity and store patronage intention, it is found that there are still different opinions in the research results on the effect of religiosity and store patronage intention. Concerning the relationship between knowledge and consumer-perceived value, it is found that there are still different opinions in the research results on the effect of knowledge and consumer-perceived value. The authors found no use of the knowledge variable in influencing store patronage intention in previous research studies. Knowledge associated with store patronage intention is expressed as the originality trait in this study because the researcher has not found this relationship in the previous studies. As for the relationship between consumer-perceived value and store patronage intention, it is found that there are still different opinions in the research results of the study regarding the influence of consumer-perceived value and store patronage intention.

With multiple theoretical traditions, diverse topical landscape and rapid regulatory advancements galvanising the ongoing discourse, the emergent marketing scholarship on healthy and unhealthy food and beverages (F&B) has become exhaustive, fragmented and almost non-navigable. Accordingly, this study aims to synthesise and trace two decades of research focused on healthy and unhealthy F&B marketing.

This study conducts a bibliometric analysis of papers published between 2000 and 2020. The data was retrieved from Web of Science (WoS) and Scopus, yielding 338 papers for final analysis. Using VOSviewer software and the Biblioshiny package, the authors performed a detailed bibliometric analysis comprising performance analysis and science mapping.

The study delineated the contribution, theoretical and thematic structure of healthy and unhealthy F&B marketing scholarship. The authors also mapped the evolution trajectory of the thematic structure, which helped us contemplate the research gaps.

By delving deeper into the “who”, “where”, “how”, “what” and “when” of healthy and unhealthy F&B marketing, the study enhances the current understandings and future developments for both theorists and practitioners. However, the selection of literature is confined to peer-reviewed papers available in WoS and Scopus.

The findings delineate the existing scholarship which could guide F&B marketers and policymakers towards designing consumer-centric marketing/policy interventions.

To the best of the authors’ knowledge, this study is the first to perform a bibliometric analysis of healthy and unhealthy F&B marketing, likely to provide valuable guidelines for future scholars, policymakers and practitioners.

This study aims to extend the study of COVID-19 effects by identifying different consumer behaviors beyond panic buying during the pandemic.

A systematic review was based on Herjanto et al.’s (2020a) thematic analysis and Paul et al.’s (2021) 5W1H framework, and the authors analyzed 52 related papers.

The result findings indicated that during the COVID-19 pandemic, consumers fell into five different consumer behavior categories: health-related behaviors, consumption behaviors, ethical behaviors, behavioral intentions, and other related behaviors, and social connectedness behaviors. Findings show that consumer behaviors were increasingly complex and dynamic during the pandemic.

This systematic review will provide significant contributions to academia by offering general and technical insights and to practitioners by presenting guidelines on dealing with such different behaviors.

Research on Muslim consumers has increasingly highlighted the significance of measuring religiosity. However, there is an apparent lack of uniformity in measuring religiosity across literature on Muslim consumer research. This paper aims to critically review the approaches used to measure religiosity in existing research on Muslim consumers.

This paper reviewed 39 studies selected from the Journal of Islamic Marketing from 2010 to 2017. Based on critical reviews of these studies on Muslim consumers, a number of observations and recommendations were made on approaches to measure religiosity.

Evident influence of religiosity on Muslim consumers was observed across the spectrum of the reviewed studies. The main issues in selecting the measures of religiosity include limited discussion on rationalizing the choice of a particular measure of religiosity and little consideration of the Islamic context.

Based on the review, it is recommended that the process of searching, selecting and adopting a particular religiosity construct should be rationalized based on Islamic context. Adoption of Western scales should be done carefully with expert reviews. Also, researchers may consider using Islamic religiosity constructs and alternative measures such as qualitative measures of religiosity and spirituality-based constructs.

As Muslim consumer research is gaining momentum, this paper presents a critical review of the important aspect of measuring religiosity among Muslim consumers. The critical review and recommendations in this paper offer a much-needed theoretical clarity on selecting and using religiosity measures.

The purposes of this study are to synthesize the current research findings reported in major hospitality and tourism journals and to discuss the knowledge gaps where additional research endeavors are needed.

A systematic review approach was adopted to analyze 67 research articles about online reviews that were published between January 2000 and July 2015 in seven major hospitality and tourism journals.

This study presents a thematic framework of online review research, which was advanced by integrating the interactions among quantitative evaluation features, verbal evaluation features, reputation features and social features of online reviews with important outcomes of consumer decision-making and business performance. The thematic framework helps researchers identify the areas in extant hospitality literature of online reviews and point out possible directions for future studies.

The systematic review approach has a qualitative nature, where relevant literature was interpreted based on the authors’ domain knowledge and expertise.

Practitioners can gain a comprehensive understanding of the dynamic relationships among the key influential factors in online reviews, as presented in the thematic framework of online review research. Accordingly, managers will be able to develop effective strategies to leverage the positive impacts of online reviews to the business outcomes.

This systematic review synthesizes the findings reported in most recent publications (January 2000-July 2015; also including “Online First” articles) in seven major hospitality and tourism journals and develops an integrated research framework, anchoring on four meta-research questions and showing the dynamic relationships among the key players/factors/themes in online review research. This framework provides a visual diagram to practitioners for a better understanding of the relevant literature and assists researchers in developing new research questions for future studies.

Considering the central role of narratives in the articulation of the self, processing experiences and conveying meaning, many scholars in marketing and consumer behaviours have tried to study the subject. This pool of multi-disciplinary studies has yielded fragmented literature resulting in ambiguity. Therefore there is a need for an article, which studies the extant literature comprehensively. Hence, this paper aims to pursue two objectives, to summarize prominent research studies in consumption narratives and to suggest directions for future research.

The paper reviews 25 key studies on consumption narratives and highlights their most important contributions, methods and findings.

As in consumer narrative research, the concept almost always has been borrowed from different domains, the findings suggest a concise definition to fill this gap. Also, to enrich the findings, three-level of consumption narratives are discussed.

This paper serves as a basis to comprehend the essence of consumption narratives in the consumption context, to understand the research gaps and provides directions for future research.

Considerando el papel central de las narrativas en la formulación de uno mismo, el procesamiento de las experiencias y la transmisión de significados, muchos académicos en marketing y comportamiento del consumidor han tratado de estudiar este tópico. Este conjunto de estudios de carácter multidisciplinar ha dado lugar a una literatura muy fragmentada y ambigua. Por tanto, se hace necesario un trabajo de investigación que estudie de menara exhaustiva la extensa literatura existente. En definitiva, este artículo persigue dos objetivos, resumir las investigaciones más destacadas sobre narrativas de consumo existentes en la literatura y sugerir orientaciones para futuras investigaciones.

Este artículo revisa 25 estudios clave sobre narrativas de consumo y resalta sus contribuciones, métodos y hallazgos más relevantes.

Teniendo en cuenta que en la investigación sobre narrativas de consumo el concepto ha sido casi siempre tomado de diferentes ámbitos, los hallazgos sugieren una delimitación conceptual más concisa para cubrir este vacío. Asimismo, para enriquecer los resultados se analizan tres niveles de narrativas de consumo.

Este artículo sirve de base para comprender la esencia de las narrativas de consumo en el contexto del consumo, entender las brechas de investigación que aún existen en este ámbito y proporcionar guías para futuras investigaciones.

考虑到叙事在自我表达、处理体验感受和传达意义方面的中心作用, 许多营销学者和消费者行为学者都试图对这一主题进行研究。由于研究成果横跨多个学科, 而导致文献支离破碎, 造成了歧义。因此, 有必要对现存文献进行综合研究。因此, 本文的研究目标有二, 一是总结当前消费叙事研究的主要成果, 二是为今后的研究指明方向。

本文回顾了关于消费叙事的25个主要研究, 并强调了它们最重要的贡献、方法和发现。

由于之前的消费者叙事研究中, 消费者叙事的概念几乎总是从不同的领域借用, 研究结果提出了一个简明的定义来填补这一空白。此外, 为了丰富研究结果, 本文还讨论了三个层次的消费叙事。

本文作为理解消费语境中消费叙事本质的基础, 来理解研究的差距, 为今后的研究指明方向。

The purpose of this paper is to study the nature of brand emotions elicited by advertising stimuli across cultures and the process underlying such emotional experiences.

The study uses factorial between-subjects design. Random samples of the populations were solicited from the panels of an international data provider in Norway and Thailand.

This research shows that Thai consumers experience more positive socially engaging and disengaging brand emotions and fewer negative socially engaging emotions relative to Norwegian consumers. The effects of culture are mediated by consumers’ self-construal. Social advertising context increases number of positive and negative socially engaging emotions among Thai (but not among Norwegian) consumers.

The results highlight the importance of incorporating social orientation of emotions and adverting context in cross-cultural studies of brand emotions. The finding that Thai consumers (relative to Norwegian) experience higher levels of atypical for their culture – positive socially disengaging brand emotions requires further research.

The findings suggest that advertising stimuli need to be adapted to the cultural context. Marketing managers should use extensive pretesting in culturally distinct markets to make sure that advertising evokes brand emotions in line with the strategy.

Despite extensive research on brand emotions, extant studies on brand emotions across cultures are limited. This study is among the first to advance the understanding of how social orientation of emotions and advertising context underlie experience of brand emotions across cultures.

The purpose of this paper is to provide an insight into the determinants of the customers’ attitude and behavioural intention to use Internet banking services, paying special attention to the role of perceived risk, trust, enjoyment, website design and social influence.

A research model grounded on the technology acceptance model (TAM) reflecting the effects of trust, perceived risk, perceived enjoyment, perceived website design and social influence on TAM constructs is proposed. The structural equation modelling technique is used to analyse a sample of 697 individual Internet banking users in India through an online survey.

The results of data analysis confirm some of the hypotheses drawn from the literature. Consistent with some of the other studies, perceived usefulness, perceived ease of use, trust and perceived enjoyment are found to be immediate direct determinants of customers’ attitude towards using Internet banking. Attitude, perceived risk, perceived enjoyment and trust determine the customers’ behavioural intentions to use Internet banking. Although the direct effect of perceived website design is significant only on perceived ease of use, its indirect effects are significant on perceived usefulness, attitude and behavioural intentions. Furthermore, perceived enjoyment exerts both direct and indirect effects on perceived usefulness but exerts only direct effect on perceived ease of use.

Generalizability of the research is a practical limitation in consumer research studies and the present study is not an exception to that. The current study focused only on some technological, behavioural and attitudinal factors, and many customer-specific factors and other psychographic and behavioural factors such as cost, perceived value, service quality and satisfaction, which can provide more significant insight into the adoption process, are not a part of the scope of the study.

This research specifies the implications in three perspectives, viz., theoretical, methodological and managerial. Furthermore, this study provides the practical recommendations to enhance customer trust and guidelines to reduce perceived risk. The most significant implication for the banking sector is that apart from offering useful and user-friendly services, they need to build a trusting relationship with customers.

This study extends existing body of Internet banking literature by incorporating trust and risk perceptions. The effects of website design and perceived enjoyment on Internet banking acceptance have been examined and were found to be significant in the Indian context. In addition, it enables us to contribute to the current literature on the emerging Indian Internet banking services (IBS) market, which is largely under-researched.

Brands are increasingly reflecting social values, and many brands have begun to embrace equality and inclusivity as a marketing strategy. Accordingly, consumers are increasingly being exposed to brands associated with different social groups. This paper aims to examine how consumers who have experienced pride respond to brands associated with dissociative out-groups.

Four studies were conducted. Study 1 tested the basic effect of how the experience of different facets of pride affects consumers’ brand attitudes toward a brand associated with a dissociative out-group. Studies 2 and 3 examined the underlying mechanism of consumers’ psychological endorsement of egalitarianism using both mediation and moderation approaches. Study 4 derived implications of our findings for marketers.

The results show that consumers respond differently to a brand associated with a dissociative out-group based on the facets of pride they experience. When consumers experience authentic (vs hubristic) pride, they exhibit a more favorable attitude toward the brand associated with the dissociative out-group. This is because authentic (vs hubristic) pride increases consumers’ psychological endorsement of egalitarianism, which enhances consumers’ brand attitudes toward the brand associated with the dissociative out-group.

The findings suggest that brand managers should think about ways to elicit consumers’ authentic pride to minimize the potential backlash from consumers when promoting equality and inclusivity in their brand communications, particularly when such communications contain cues of dissociative out-groups.

This paper contributes to the branding literature by identifying pride as an important determinant that can help brands overcome the negative impact of dissociative out-groups on consumers’ brand reactions, enriches the literature on pride by documenting a novel effect of the two facets of pride on consumer behavior and extends the literature of egalitarianism by demonstrating pride as a driver of consumers’ psychological endorsement of egalitarianism.