Search results

The COVID-19 outbreak has undoubtedly affected overall mental health. Thus, researching resilience is important, as it has been previously discussed as a means to protect people from mental health problems. This study aims to clarify whether survivors of a traumatic event (i.e. cancer survivors) are more resilient to living through another traumatic experience, such as COVID-19, compared to those who have never had such an experience. The study also examines the role of emotional creativity in this process.

A quantitative research design was adopted. The data collection was performed through a survey (N = 338), which was conducted among two separate groups of participants. The first group (N = 152) included the survivors of a traumatic event (i.e. cancer survivors), and the second group (N = 186) included those who did not have such an experience.

The results demonstrate that living through a traumatic experience results in a higher level of resilience during another traumatic experience (i.e. COVID-19), which is the result of higher post-traumatic growth. Moreover, emotional creativity is discussed as an explanatory variable that explains a significantly higher level of post-traumatic growth among survivors of a traumatic event.

This research offers a better understanding of the effect of living through a traumatic event on post-traumatic growth and resilience in living through another traumatic experience. Moreover, post-traumatic growth is explained through emotional creativity improvement, which happens after experiencing a traumatic life event.

In the COVID-19 pandemic, consumers increasingly opt for, or are forced to, use home delivery services. The authors study retailers' decisions regarding “delivery mode”, which is about outsourcing (vs. insourcing) the delivery service to a traditional delivery company or an unbranded carrier and its effects on consumers' perceived overall quality, perceived hygienic quality, and subsequently, willingness to stay with the firm beyond the pandemic.

A pre-test, an experiment and a post-test were conducted with participants from the UK (Total N = 380).

The results of this study show that (1) in a pandemic, perceived hygienic quality overshadows perceived service quality as a key determinant of consumers' choices, and (2) while consumers have a relatively negative view of the hygienic level of unbranded carriers, they do not differentiate between traditional delivery carriers and retailer-branded carriers. Thus, they are equally interested in using the services of the latter ones.

This study shows that during a health crisis, consumers change their hierarchy of motivations to reflect the new protection motivations. The authors usher perceived hygienic quality as a variable that should be seriously considered as both a tactical and a strategic variable affecting the attractiveness of alternative home delivery methods and consumers' intentions to continue using them after the pandemic.

Over the past two decades, a large body of research has examined the effect of the awareness of the inevitability of death on consumption behaviours. However, the literature has shed little light on the effect of mortality salience (MS) on elderly individuals. The present research specifically aims to challenge the effect of MS on status consumption among elderly individuals.

Two experiments were conducted among individuals over 50. The experiments manipulated MS to test its effect on status consumption.

The results demonstrate that MS positively influences the preference for status products among elderly individuals (experiment 1) and that this effect is less pronounced as elderly individuals age (experiment 2). Subjective age bias, defined as the potential gap between chronological age and subjective age, negatively moderates this effect (experiment 2).

Luxury marketers need to pay attention to generational cohorts rather than other demographic variables in the segmentation of their market. Moreover, subjective age may be a better segmentation variable for marketers than objective variables such as chronological age.

This research provides insights that support a better understanding of status consumption among elderly individuals and the role of subjective ageing in this process.

Building on construal level theory and applying the hypothetical distance dimension, this cross-cultural study (individualistic vs collectivistic culture) aims to explore the effects of cause familiarity on individuals' attitudes toward a brand and how cause–brand fit mediates this relationship. Furthermore, this study explores how perceived betrayal moderates the relationship between cause–brand fit and attitude toward a brand.

A quantitative research design was adopted. Data collection was performed through snowball sampling of French and Turkish participants (N = 455). The collected data were then analyzed using the PROCESS macro for SPSS.

The results reveal a significant effect of cause familiarity on attitude toward the brand, wherein one's attitude toward fit in a cause–brand alliance serves as a mediator in this relationship. The results also indicate that perceived betrayal moderates the relationship between cause–brand fit and attitude toward a brand. However, when it comes to facing a global pandemic, culture has no significant effect on consumers' perceptions and attitudes toward cause–brand alliances.

This research investigates the enhancement of attitudes toward a brand through an alliance with a familiar cause and explains this relationship via attitudes toward fit in such an alliance. Moreover, it provides novel insights into perceived betrayal as a variable that can lead to a more pronounced relationship between attitude toward fit and attitude toward a brand.

The purpose of this paper is to investigate the effects of cause-related marketing (CRM) campaigns on consumer purchase behavior among French millennials contrasted with their international counterparts. Based on the regulatory-focus theory, the influence of the types of arguments and products is tested on French millennials’ attitudes, intentions and behaviors in the context of CRM campaigns.

Three experimental studies among French millennials examine the effects of a CRM campaign vs non-CRM one on purchase behavior (study 1) through varying the formulation of the argument (promotion or prevention – study 2) and the nature of the advertised product (utilitarian or hedonic – study 3).

The results reveal French millennials’ favorable attitude and greater purchase intention for products carrying CRM messages, displaying similarities with American and Dutch millennials. When exposed to CRM advertising with promotion messages for hedonic products, French millennials, similarly to their South African and American counterparts, show greater purchase intentions, exhibiting cause sensitivity with hedonic products to reach aspirational goals.

Inconsistent findings related to French millennials’ willingness to pay are linked to possible message formulation and product nature biases. The study contributes to the CRM literature by bridging regulatory focus and product type in a CRM campaign context, while contrasting millennials’ perceptions from diverse countries.

To improve CRM effectiveness toward millennials, firms must ensure the consistency between the causes, types of messages and products.

CRM campaign efficiency is enhanced when promoted by brands, thereby increasing millennials’ engagement toward the causes.

This paper is the first to explore, in a single study, CRM campaign regulatory focus and product type among French millennials compared with their international counterparts.

This study aims to explore the effect of value co-creation among health-care professionals and in a business-to-business (B2B) context on the involved individuals and the organization. More precisely, the effect of co-creation behaviors on the well-being of individuals, their work performance and team resilience are investigated.

A quantitative research design was adopted. The data collection was performed through a mail survey of a sample of 96 professionals at a cancer health-care institution in France in which several medical and paramedical providers work together to maximize service options. Linear regressions were conducted using SPSS to analyze the data.

The results highlight the positive outcomes of an active co-creation process on individual well-being, work performance and team resilience and emphasize its limits.

The originality of this study lies in studying co-creation in the context of the health-care service sector, among health-care professionals and from a B2B perspective. Adopting an inter-organizational frame, this study clarifies the positive and negative effects of co-creation from both personal and organizational aspects.

The purpose of this research is to conduct a literature review on the evolution, antecedents, and outcomes of luxury consumption (LC). To accomplish our goal, we used a combination of bibliometrics and systematic approaches to review 165 articles published between 1998 and 2019. The investigation revealed that the evolution of LC is mostly driven by consumer motivation and is influenced by cultural and psychological variables. Furthermore, we explored the aforementioned antecedents of LC along four major axes. Antecedents related to (1) individual characteristics, (2) brand components, (3) cultural and social values, and (4) organizational strategies. Furthermore, based on the outcomes of LC, we found two categories (individual traits and social values). The chapter concludes by proposing a broader research agenda for the future.