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This study employs a multi-method approach to investigate how perceived relationship marketing investment affects perceived relationship value and consumer gratitude, influencing consumer involvement, word-of-mouth intentions, and long-term relationships across three retail consumer types.

The study analyses a model involving 542 consumers, employing structural equation modeling and fuzzy-set qualitative comparative analysis to identify distinctive factor configurations across public, semi-public, and private retail organizations.

A retailer’s investment in relationship marketing significantly enhances relationship value and consumer gratitude, leading to increased engagement and word-of-mouth intentions. Perceived benevolence moderates the effect of relationship marketing on gratitude. However, gratitude alone does not ensure long-term relationships. Using fsQCA, we identify four distinct consumer configurations, providing nuanced insights.

Retail organizations broaden relationship marketing strategies to boost perceived value and elicit consumer gratitude, influencing consumer performance outcomes.

Retail organizations should broaden relationship marketing strategies to boost perceived value and elicit consumer gratitude, influencing consumer performance outcomes.

Managers should develop strategies that lead to consumer gratitude toward the firm, such as journey mapping can help visualize retail delivery. Grateful consumers may contribute to firms’ profitability by influencing current and potential consumers in their social networks and communicating their expertise through review/feedback for improvement. Therefore, various strategies are needed to stimulate positive comments from grateful consumers about the firm’s excellent performance.

This study builds on Lawler’s affect theory, highlighting how relationship value and consumer gratitude profoundly influence exchange process outcomes. It introduces new psychological mechanisms to explain the impact of perceived relationship marketing investment on performance outcomes. Integrating these elements provides a comprehensive understanding of retailer–consumer dynamics, revealing how emotional and psychological factors shape marketing strategies and business performance. This contribution enriches theoretical frameworks and offers practical insights for enhancing relationship marketing practices.

This study proposes a framework that demonstrates how the perceived value of augmented reality (AR) shopping influences the formation of psychological ownership of product and technology. The mediating role of flow experience and the moderating role of perceived control are identified.

An online survey study recruiting 480 participants who experienced AR shopping was conducted to test the hypotheses.

Functional value is negatively related to psychological ownership of product and technology whereas emotional value shows opposite effects. Flow experience mediates the relationships between functional/emotional value and psychological ownership of product and technology. Perceived control moderates the relationship between emotional value and flow experience, as well as the relationship between functional/emotional value and psychological ownership of product and technology.

The findings suggest the importance of AR’s functional and emotional values in developing psychological ownership of product and technology. To mitigate the negative effect of functional value, AR designers should focus on creating emotionally engaging apps that induce a flow experience, thereby enhancing psychological ownership. Furthermore, AR apps should be designed to empower users with a sense of control in the AR experience.

This research contributes to the AR and psychological ownership literature. It introduces a model that can explain both the formation of psychological ownership of product and psychological ownership of technology, thereby expanding the current understanding. By adding perceived values as antecedents of psychological ownership, it enriches the psychological ownership literature. Moreover, it enhances the flow experience literature by demonstrating the role of flow experience in the formation of psychological ownership of product and technology.

This study aims to examine consumer purchase behavior towards E-pharmacy from a consumption value perspective. For this purpose, the influence of consumption values on consumer purchase intention is evaluated. Further, the role of consumer involvement in online purchase setup in the context of E-pharmacy is observed using moderation analysis.

The study used a cross-sectional survey design, wherein the respondents in the Delhi-National Capital Region of India were approached using a purposive sampling method. Responses received through the structured questionnaire were subjected to analysis using Smart PLS Version 4.0.9.6.

Results indicate a significant influence of functional (partial), emotional, social and conditional values on consumers’ purchase intention. Moreover, the moderation effect of consumer online involvement is seen in functional value (partial) and emotional value–purchase intention relationships.

This study reinforces the use of the consumption value perspective to explain consumer purchase behavior toward information system (IS)-based platforms such as E-pharmacy. Some of the results, in this context, that did not establish significant relationships between a given form of consumption values and purchase intention, open up the possibilities of retesting the said relationships in the future. The researchers would realize the benefit of such examinations, as the E-pharmacy sector further evolves and matures in the future. Further, the successful establishment of a significant moderating role of consumer online involvement in certain consumption value-purchase intention relationships such as safety, perceived convenience and comfort value paves the way for future researchers to explore consumer online involvement for a similar role in IS research.

This study provides cues for E-pharmacy marketers to focus on enhancing product safety, usage comfort, users’ social image and awareness toward health consciousness that will help build purchase intention and assist in overcoming the challenges in the long run. It further suggests that marketers should have a strong re-look at forming price value perceptions and they must enhance the interactive features of the company’s mobile apps/websites with the help of the emerging artificial intelligence tools to re-orient the epistemic value and perceived convenience value toward E-pharmacy services. Furthermore, this study recommends following digital marketing practices to increase consumer online involvement, which would help strengthen perceived convenience formation that would otherwise be difficult to attain for E-pharmacy consumers.

This study provides novel insight into consumer purchase intention evaluation through the consumption value perspective in an emerging E-pharmacy market. The consumption value frame of reference helps to understand consumers’ buying rationale that affects their buying behavior beyond the initial adoption. Further, the moderation analysis of consumer online involvement provides an additional dimension to understanding consumer buying behavior concerning E-pharmacy.

This study explores young consumers' motivations for purchasing Virtual Luxury Non-Fungible Token Wearables (VL-NFTs) from luxury brands, which are virtually crafted luxury wearables minted as blockchain-based NFTs. Specifically, it investigates the relationships among consumers' perceived value of VL-NFTs, engagement with NFTs and purchase intention and the mediating effect of consumer engagement with NFTs.

Data were collected via an online survey of 504 young US consumers who had previously considered purchasing luxury fashion products and NFTs. Structural equation modelling was adopted for analysis.

Perceived economic, functional (uniqueness) and experiential (self-directed pleasure and affiliation) values of VL-NFTs directly influenced consumers' purchase intention. While symbolic value (self-presentation and conspicuousness) did not significantly influence purchase intention, it facilitated consumer engagement with NFTs. Moreover, consumer engagement mediated the relationship between economic and functional values and purchase intention.

The sample was only comprised of young consumers, limiting the generalizability. Additionally, consumers may perceive VL-NFTs differently because of differences in past experiences and the varying VL-NFT types, necessitating further investigation on consumers' motivations across different types of VL-NFTs.

This study contributes to the existing literature by examining the importance of multifaceted perceived-value dimensions and engagement with NFTs in consumers' motivation for purchasing VL-NFTs through the lens of the customer value framework.

This research article investigates the legal issues related to consumer co-created value (CCV) especially from the business law perspective. This study also aims to investigate how the active participation of consumers, firms and fellow consumers influences consumer CCV from the policy perspectives.

A research model has been developed to explore the connections between various constructs through an extensive examination of prior literature. There are ten hypotheses which were framed and were tested using structural equation modelling technique.

The results indicated that CCV mediates the relationship between customer satisfaction and antecedents of CCV. This has a ramification from the business law perspective. It was found that enhanced, benefit laden, experientially rich and interactive value is the key driver behind consumer participation and improving satisfaction level of the participating consumers and has policy implications.

This study examines the co-creation related issues from the business law standpoint. This study suggests that value co-creation can be used as a strategy to achieve competitive advantage by inviting active consumer participation which can be key to achieve satisfaction of consumers. Legal fraternity and policymakers can use the findings to improve value creation and delivery to their consumers.

This study holds value both for legal fraternity, researchers and business law practitioners as emergence of internet has changed the way in which banking industry used to operate and has opened vistas for the organisations to allow customers to be part of value creation and enhancing their experience and satisfaction multifield time. Therefore, management researchers and policymakers would be intrigued with processes and tools through which consumers and fellow consumers can mutually benefit and also exchange value with each other with organisations acting as catalyst to the process from policy standpoint.

Over the past years, non-fungible tokens (NFTs) have sparked growing interest in the sport industry. NFTs are unique digital assets verified using blockchain technology. Each NFT has a distinct identifier that sets it apart from other tokens, documenting its uniqueness and ownership. NFTs promise innovative growth opportunities by generating revenue via novel products such as digital collectibles which can be owned and traded on dedicated platforms. Despite this promising outlook, it currently seems unclear how sports NFTs should be designed and which features they should offer to align with consumer values, effectively meet their needs and ultimately drive Purchase Intention. This study will therefore attempt to answer the following research question: Which consumer values and consumer needs have a positive impact on PI of sports NFTs? Based on the results, the study seeks to offer advice on concrete characteristics sports NFTs should possess in order to foster mainstream adoption.

To address the current gap in the literature and provide an answer to the research question, this paper uses structural equation modelling exploring the impact of consumer values and consumer needs or wants on purchase intention regarding sports NFTs.

The results of this study indicate that social needs or wants (SNW) have the strongest impact on purchase intention, as well as on experiential and functional needs or wants. NFTs should therefore possess characteristics that foster community, interaction and connection with other team or athlete supporters while enhancing the overall consumer experience. Incorporating these elements into future NFTs can help sports organizations tap into the social SNW of consumers by providing opportunities for connection, interaction and collective experiences within supporter communities.

Due to the low response rate of Baby Boomers, the results of the study cannot be applied to this cohort. Additional research, potentially using physical in-stadium surveys and targeted specifically at the BB cohort may shed light on their particular values, needs or wants and impact on sports NFT purchase intention. Moreover, Generation Z respondents may statistically be underrepresented in the sample due to the fact that only respondents aged 18 and older were included in the study. Hence, the part of Generation Z, which was born after March 2006 and had not yet come of age at the time of this research, was explicitly excluded from the survey. Results should be applied carefully to the population of sports team or athlete supporters due to the method of data collection which was based on convenience sampling and may therefore not be representative. Since the survey was exclusively administered online, people with no Internet access are not represented in this research.

Sports organizations and marketers can leverage the strong impact of SNW identified in this study to position their NFT portfolio accordingly. Using athletes themselves or other influencers as product ambassadors may trigger purchase intention of consumers. Additionally, it is crucial that socializing agents, such as family, friends, colleagues and other team supporters with a strong influence on consumers own or promote NFTs. Marketers can support this adoption process by encouraging testimonials, reviews and user-generated content that showcase how NFTs have positively impacted others. Reaching a critical mass of adoption among supporters as a first step will ultimately impact consumers’ desire to satisfy ENW and FNW as well. Consumers may then recognize the benefits of using NFTs to enhance their overall consumer experience and to make their lives easier, for instance by using NFTs as season tickets or to collect loyalty points they can redeem later.

This study is the first attempt to determine the relationship between consumer values, consumers’ needs or wants and their impact on purchase intention regarding sports NFTs.

By applying the theory of consumption value as a conceptual framework, this study aims to investigate the impact of consumption values, namely, functional value (FV), conditional value (CV), social value (SV), emotional value (EV) and epistemic value (EPV) on attitude and repurchase intention in the Halal cosmetics context.

Considering the increasing transmission cases of the new variant of COVID-19, online questionnaires were distributed to 233 Muslim consumers in Indonesia to collect data. The hypotheses were then validated using partial least square-structural equation modeling.

The results showed that FV, CV, SV, EV and EPV positively affect consumer attitudes toward Halal cosmetics. The attitude toward Halal cosmetics also positively affects Halal cosmetics repurchase intention.

Two limitations are recognized for future studies, including the generalizability in consumer generation and the obscurity of what predictors determine consumer consumption values.

Halal cosmetics marketers must ensure that the positioning strategy and the value proposition contain elements of consumption values (functional, conditional, social, emotional and epistemic). In addition, an appropriate marketing communication strategy needs to be developed to strengthen consumer awareness and increase consumer knowledge regarding the values offered related to Halal cosmetics.

To the best of the authors’ knowledge, this study is the first attempt to comprehensively address the theory of consumption values by considering all consumption values to understand consumer repurchase intentions in the context of Halal cosmetics.

This paper aims to draw on values theory, associative network theory and schema congruity theory to examine how consumers attribute human-like values to product categories and products, and how these attributions affect product evaluations.

Study 1 randomly assigned 925 respondents to one of three product categories (cars, mobile phones and vacations). They were asked about their values and to attribute values to an assigned product category. Study 2 randomly assigned 919 respondents to one of the four value-expressive car conditions. They were asked to attribute values to the car, and then about their attitudes and purchase intentions.

Respondents attributed human-like values to product categories and products that were distinct and reflected the motivational compatibilities and conflicts inherent in the circular structure of human values. Moreover, multifaceted value congruity effects were found to positively influence attitudes and intentions to purchase a car, including congruity with product category values-schema, consumers’ personal values-schema and the structure of human values.

The authors demonstrate how a cognitive memory-based view can be used to better understand the complexities of the attribution of human-like values to products and product categories. Moving beyond the attribution of brand personality, this study shows the importance of not only understanding the attributions of values to a product but also considering how these attributions interact with the more abstract product category values to influence evaluations.

This study investigates the impact of augmented reality (AR) on consumers’ shopping process, focusing on value creation, brand engagement and purchasing intents.

This quantitative deductive study analyzed 393 questionnaires through non-probability sampling. A cross-sectional timeframe was applied; data collection took place in May 2023 to provide a snapshot of Egyptian consumers’ responses to AR. Once the needed data were collected, statistical analyses were conducted through the statistical package for social science (SPSS).

This study shows that in the shopping process, AR vividness, interactivity and informativeness lead consumers to develop utilitarian values toward the technology, and AR interactivity generates hedonic values towards the technology. When consumers sense the hedonic and utilitarian values, it impacts consumers purchase intention. Hedonic value in AR leads to consumers’ brand content consumption and creation; utilitarian value in AR leads to consumers’ brand content consumption, contribution and creation.

AR developers, brand managers and marketers may use this study to understand the current AR landscape and consumer responses toward AR (value development, purchase intention and brand engagement). With these insights, they can make better strategic decisions that include AR usage in brand marketing tactics.

This study develops conclusions to grasp more clearly and in-depth why and how AR impacts consumers’ shopping process. This study addresses various literature gaps, enhancing the understanding of AR: the salient AR attributes that offer consumers hedonic and utilitarian values and how AR influences consumer behavior, specifically when it comes to the development of brand engagement and purchase intents.

This paper aims to understand consumption values buying from informal retail markets (i.e., street vendor retailing). It also explores why consumers prefer daily necessary goods from the informal compared to the formal retail market (such as supermarkets, retail chain outlets and e-commerce).

Employing the qualitative research approach, this study collected data from nine respondents in two areas in Malaysia. Data were collected using semi-structured interviews and analysed using the thematic analysis technique. Only representative verbatim codes were presented under five themes of consumption value theory.

Consumers are triggered by the convenience, ease, and exclusive products (conditional value), friendly and known relationship with informal sellers, as well as the availability of some particular food items (emotional value) and lower price and freshness of groceries (functional value) while buying from informal compared to formal retail vendor.

This study provides knowledge implications to the consumption value theory. Functional, emotional, and conditional values are the dominant components of purchase behaviour in informal compared to formal retail channels. Social values are common, whereas epistemic value is more substantial in formal retailing.

Findings are helpful for informal retail businesses to understand consumers' buying behaviour. Informal retail owners should ensure that commodities are fresh, highly affordable and available in the local communities. Building a friendly relationship with consumers would be a key to the success of this retail sector.

Authorities should support informal sellers to set up mobile retail stores in residential areas. This effort would offer greater convenience to both parties in informal businesses and ensure informal sellers' financial and social well-being.

Despite the widespread acceptance of buying goods from informal retail vendors, research on consumption value in informal retailing is largely overlooked. Previous research primarily deals with formal market phenomena due to their size and economic contribution. Consequently, current literature lacks an understanding of why consumers prefer to buy from informal retail vendors for their daily groceries when the formal retail channel could fulfil similar needs. Using a qualitative research design, this research uncovers consumers' buying motives from informal compared to formal vendors.