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Grounded on brand equity theory and theory of patronage behavior, this study aims to investigate the moderating effect of consumer involvement and shopping situations in the relationship between consumer-based retailer equity (CBRE) and retail patronage behavior.

The data is collected through a self-administered survey of 338 shoppers in the three biggest shopping centers in Pakistan. Moreover, the data is analyzed through multi-nominal (multiple) regression and interactions analysis.

Results revealed a significant effect of CBRE on patronage behavior and confirmed shopping purpose as a boundary condition in the CBRE-retail patronage behavior relationship. However, the study surprisingly reported that this relationship is not moderated by consumers’ involvement.

Considering our focus on CBRE-based retail patronage behavior, the authors contribute to extant marketing/retailing literature that also yields ample openings for further research. The study offers valuable implications for retailers, especially for evaluating consumers’ behaviors.

This study assists retail-brand managers in best comprehending the CBRE-based patronage behavior paves the way for managers to increase retail patronage behavior.

Regardless of the growing comprehension of consumer-based brand equity and patronage behavior in marketing, more needs to be acknowledged about the relationship between CBRE/retail patronage behavior and related variables, as thus examined in this research.

Basado en la teoría del valor de marca y la teoría del comportamiento de patrocinio, este estudio investiga el efecto moderador de la implicación del consumidor y las situaciones de compra en la relación entre el valor del minorista basado en el consumidor (CBRE) y el comportamiento de patrocinio minorista.

Los datos se recogen mediante una encuesta autoadministrada a 338 compradores en los tres mayores centros comerciales de Pakistán. Además, los datos se analizan mediante regresión multinominal (múltiple) y análisis de interacciones.

Los resultados revelaron un efecto significativo del CBRE en el comportamiento de patrocinio y confirmaron el propósito de compra como una condición límite en la relación CBRE-comportamiento de patrocinio minorista. Sin embargo, el estudio informó sorprendentemente de que esta relación no está moderada por la implicación de los consumidores.

Teniendo en cuenta que nos centramos en el comportamiento de patrocinio minorista basado en el CBRE, contribuimos a la literatura existente sobre marketing/minoristas que también ofrece amplias posibilidades para futuras investigaciones. El estudio ofrece valiosas implicaciones para los minoristas, especialmente para evaluar los comportamientos de los consumidores.

El presente estudio ayuda a los gestores de marcas minoristas a comprender mejor el comportamiento de patrocinio basado en la CBRE y allana el camino para que los gestores aumenten el comportamiento de patrocinio minorista.

A pesar de la creciente comprensión de la equidad de marca basada en el consumidor y el comportamiento de patrocinio en marketing, es necesario reconocer más sobre la relación entre el comportamiento de patrocinio basado en la CBRE y las variables relacionadas, como se examinó en esta investigación.

本研究以品牌资产理论和顾客行为理论为基础, 探讨了消费者参与和购物情境在基于消费者的零售商资产（CBRE）与零售顾客行为之间关系中的调节作用。

数据是通过对巴基斯坦三大购物中心的 338 名购物者进行自填式调查收集的。此外, 还通过多项式（多元）回归和交互分析对数据进行了分析。

结果表明, CBRE 对顾客光顾行为有显著影响, 并证实购物目的是 CBRE 与零售顾客光顾行为关系的边界条件。然而, 令人惊讶的是, 研究报告称这种关系并没有受到消费者参与度的调节。

考虑到我们对基于 CBRE 的零售顾客行为的关注, 我们为现有的市场营销/零售文献做出了贡献, 同时也为进一步研究提供了广阔的空间。本研究为零售商提供了宝贵的启示, 尤其是在评估消费者行为方面。

本研究有助于零售品牌管理者更好地理解基于 CBRE 的顾客行为, 为管理者提高零售顾客行为铺平了道路。

尽管市场营销中对基于消费者的品牌资产和顾客行为的理解不断加深, 但仍需进一步认识 CBRE/零售顾客行为与相关变量之间的关系, 正如本研究中所探讨的那样。

Augmented reality (AR) provides consumers with added value by allowing them to experience products via mobile devices. An increasing number of brands have adopted AR apps, but little is known about how consumers respond to AR app attributes or what motivates them to use luxury brand AR apps. To fill this gap, this study aims to use the stimulus-organism-response (S-O-R) model to examine how AR app attributes (i.e. interactivity and virtuality) and customer-based brand equity (CBBE) (i.e. brand awareness and brand image) of luxury brands affect consumers’ behavioral intention to share about the app and use it for future purchases.

Participants were recruited using a quantitative online survey (n = 214) and asked to use the Gucci mobile AR app before completing the survey. Partial least squares structural equation modelling (PLS-SEM) was used to analyze the data. All measures were adapted from existing literature.

Findings indicate that AR app attributes lead to positive consumer experience, in turn, creating behavioral intention, while CBBE partially leads to positive consumer perceptions. Post hoc analysis confirms that consumers’ perceived values mediate the relationship between AR app attributes and consumers’ attitudes toward a luxury brand AR app.

Theoretically, this study expands the application of the S-O-R model along with brand equity to AR adoption and luxury retail by demonstrating the intricate mechanism of how AR app attributes and CBBE promote consumers’ behavioral intentions toward luxury brand AR apps. Practitioners may create more interactive and immersive virtual product demonstrations and focus on establishing the overall brand image.

The current study aims to explore the determinants of user intentions towards fitness YouTube channels, employing the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and Uses and Gratifications Theory (UGT) as theoretical frameworks.

Symmetric and asymmetric analyses were employed for data analysis, utilizing partial least squares-structural equation modeling (PLS-SEM) for symmetric analysis and fuzzy-set qualitative comparative analysis (fsQCA) for asymmetric analysis.

The study revealed significant impacts of most UTAUT2 determinants and all UGT determinants on user intentions. Additionally, the fsQCA results supported the concept of equifinality, indicating that various configurations of causal combinations can predict a high level of behavioral intention. These findings underscore the significance of comprehending user motivations and factors related to technology and social media in the context of maintaining or increasing followership and viewership for fitness content providers.

The findings suggest that individuals with high expectations and facilitating conditions, as per UTAUT, and heightened hedonic and socializing motivations, in line with UGT, are more inclined to follow fitness YouTube channels. This study offers valuable insights for fitness content creators and marketers navigating the complexities of the digital age.

This study broadens the understanding of how omnichannel service convenience, shopping value and channel congruence affect customer perceived trust and satisfaction and, in turn, affect selection intention after an omnichannel shopping experience.

Target participants were recruited based on previous purchases from the Japanese clothing brand Uniqlo. A questionnaire was distributed via social media. In total, 341 valid responses were collected for structural equation modelling (SEM).

The results revealed that in omnichannel shopping context, perceived trust and satisfaction are positively affected by service convenience and shopping value and are especially affected by channel congruence. Further analysis showed that perceived trust and satisfaction have a positive effect on omnichannel selection intention, with satisfaction playing a mediating role in the relationships of omnichannel service convenience, shopping value and channel congruence with omnichannel selection intention.

This study contributes to the literature on omnichannel customer behaviour by shedding light on the antecedents of intention to select omnichannel retailers from the customer’s perspective.

Based on Lasswell’s communication model, this study investigates how four categories of factors (i.e. the source, content, medium and receiver) conjointly affect the relational, financial and social outcomes (i.e. what effect) of CSA communication.

With a survey (N = 366), this study found configurations of core CSA communication factors leading to three different CSA communication outcomes.

While this study found multiways to yield three different CSA outcomes, combinational logic indicated the combined effects from source, content, medium and receiver. With content and medium, individuals’ connectedness (receiver) to a CSA issue is a core factor leading to a high level of purchase intention and issue advocacy. This study also found that message strategies (i.e. informativeness, factual tone, no promotional tone) are core factors leading to a high level of trust and issue advocacy.

With the theoretical guidance, this research contributes to strategic communication practice for various entities involved in advocacy communication by enabling an improved understanding of advocacy communication factors and triggering different communication outcomes.

As CSA communication involves multiple strategies, conventional research agenda focusing on correlational and path analysis approaches provide limited understanding of communication practice. To fill this void, this study adopts a configurational approach to understand current CSA communication practices holistically.

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.

Different age groups display different shopping patterns in terms of how and where consumers buy products. During times of crisis, such behavioural differences become even more striking yet remain under-researched with respect to elderly consumers. This paper investigates the impact of age on retail-related behavioural changes and behavioural stability of elderly shoppers (in comparison to younger consumers) during a crisis.

The authors surveyed 643 Austrian consumers to assess the impact of perceived threat on behavioural change and the moderating effect of age groups. Based on findings from this survey, they subsequently conducted 51 semi-structured interviews to understand the causes of behavioural change and behavioural stability during a crisis.

Elderly shoppers display more stable shopping behaviour during a crisis compared to younger consumers, which is influenced by perceived threat related to the crisis. Such findings indicate that elderly shoppers reinforce their learnt and embedded shopping patterns. The causes of change and stability in behaviour include environmental and inter-personal factors.

Through the lens of social cognitive theory, protection motivation theory and dual process theory, this research contributes to an improved understanding of changes in shopping behaviour of elderly consumers, its antecedents and consequences during a time of crisis. The authors reveal reasons that lead to behavioural stability, hence the absence of change, in terms of shopping during a crisis. They further outline implications for retailers that might wish to better respond to shopping behaviours of the elderly.

Engaging in webcare, i.e. responding to online reviews, can positively affect consumer attitudes, intentions and behavior. Research is often scarce or inconsistent regarding the effects of specific webcare strategies on business performance. Therefore, this study tests whether and how several webcare strategies affect hotel bookings.

We apply machine learning classifiers to secondary data (webcare messages) to classify webcare variables to be included in a regression analysis looking at the effect of these strategies on hotel bookings while controlling for possible confounds such as seasonality and hotel-specific effects.

The strategies that have a positive effect on bookings are directing reviewers to a private channel, being defensive, offering compensation and having managers sign the response. Webcare strategies to be avoided are apologies, merely asking for more information, inviting customers for another visit and adding informal non-verbal cues. Strategies that do not appear to affect future bookings are expressing gratitude, personalizing and having staff members (rather than managers) sign webcare.

These findings help managers optimize their webcare strategy for better business results and develop automated webcare.

We look into several commonly used and studied webcare strategies that affect actual business outcomes, being that most previous research studies are experimental or look into a very limited set of strategies.

Drawing on the theory of planned behavior and value-belief norms theory, this study aims to explore the causes of pro-environmental behavioral intentions in the context of Sri Lanka.

Data were garnered from 503 subjects with the aid of self-reported questionnaires. The formulated hypotheses were examined using a variance-based statistical approach (PLS-SEM).

The findings of the study revealed that personal values, particularly altruistic and biosphere values, significantly strengthen the psychological drivers of pro-environmental behavioral intentions. The study further found that religiosity enhances the association between personal norms and pro-environmental behavioral intentions and the place attachment augments the relationship between attitude and pro-environmental behavioral intentions.

This study suggests that instilling altruistic and biosphere values in individuals can boost pro-environmental behavioral intentions. Campaigns and educational programs could focus on instilling these values to foster responsibility and empathy. Recognizing the influence of religiosity on pro-environmental behaviors and attitudes, this study suggests collaborative efforts between organizations and religious institutions. Religious leaders can integrate environmental stewardship into teachings, emphasizing ethical responsibilities.

The study pushes back the frontiers of environmental consciousness literature by highlighting the importance of personal values, psychological factors and contextual variables such as religiosity and place attachment in fostering pro-environmental behavior within the specific context of an emerging country – Sri Lanka.

This comparative research examines the factors influencing individuals' purchase intention toward green housing. By examining these factors, this study provides fruitful insights into the purchase intentions and behaviors for greenhouses among individuals of different age groups in India.

Data were gathered from Generation (Gen) X (313) and Generation (Gen) Y (297) using self-administered questionnaires. The “partial least squares structural equation modeling” was used to test the hypotheses.

The outcome shows that attitude and green trust substantially impact the green purchase intention of Gen X and Y. More specifically, environmental knowledge insignificantly influences the green purchase intention of Gen X while significantly influencing Gen Y. However, perceived risk insignificantly affects the purchase intention of both Gen X and Y. Consequently, green purchase intention substantially impacts the green purchase behavior in both studies.

This research focuses primarily on India; future research may be conducted in different geographical contexts. This study could also be extended to all age groups individuals.

The findings of this article facilitate policymakers, real estate developers and professional bodies in formulating strategies for sustainable nations in the future.

The current article is the initial empirical attempt to examine the home-buying decisions of individuals in India. Moreover, the role of Generation X and Generation Y in green housing purchase decisions will provide fruitful insights into how different age groups impact the decision-making process of green housing.