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The study attempted to gauge the relative effectiveness of celebrity and product image match-up in comparison to non-celebrity attractive endorsers for two distinct high involvement situations. Also, due to the expected demographic diversity among target consumers, the study aimed at assessing the impact of respondent's age and gender on the effectiveness of image match-up.

Building on the three-order hierarchy model, two experiments were conducted (utilising celebrity and non-celebrity endorsers) for two high involvement hierarchies, i.e. standard learning and dissonance/attribution. Through fictitious print advertisement, the experiments assessed the effectiveness of the match-up in terms of consumer attitudes towards advertisement and brand and intentions to purchase.

The match-up consistently and significantly outperformed non-celebrity attractive endorser in case of standard learning hierarchy. The same conclusion was not established for dissonance/attribution hierarchy due to the lack of significant results. The findings also suggest that the match-up subdues the impact of consumer's gender and age on consumer attitudes only in case of standard learning hierarchy.

The study provides interesting theoretical implication by challenging a widely held postulation about the applicability of celebrity and product match-up under high involvement.

The research provides the practitioners with a better understanding of important issues, mainly, whether to use a celebrity endorser and selecting the right celebrity, especially if high involvement is expected.

Previous research concerning celebrity endorsements has largely considered consumer involvement as unitary, i.e. either high or low. However, the multifaceted aspect of consumer involvement is well established in the field of consumer psychology. The present research, therefore, is a pioneering attempt as it studies the effectiveness of match-up for two distinct high involvement situations. Moreover, unlike the majority of previous studies that have focused on the performance of “celebrity match” versus “celebrity mismatch”, the impact of match-up was studied in comparison to a non-celebrity attractive endorser.

The purpose of this paper is to apply the standard learning hierarchy to the study of organic foods. More specifically, this research is intended to examine if cognition in the form of beliefs and utilitarian attitudes, affect in the form of hedonic attitudes, and behavior in the form of attitudinal loyalty and behavioral loyalty occur successively.

A total of 725 consumer panel data were obtained through a web-based survey. A two-stage structural equation modeling with AMOS graphics version 18.0 was used to validate the measurement models and test the proposed hypotheses.

While health benefits positively influenced utilitarian attitudes, no significant effect of ecological welfare benefits was detected. The results also indicate that utilitarian attitudes had a significant and positive relationship with hedonic attitudes, which in turn led to attitudinal loyalty. Lastly, the relation between attitudinal loyalty and behavioral loyalty was significant and positive.

Global attitudes and loyalty toward organic foods were examined in this research. Thus, future research could investigate more domain-specific attitudes and loyalty to various organic food items.

The development of positive attitudes toward organic foods among consumers is important for the long-term success of organic food products or brands.

There is a little research that adopts an established theory or theoretical approach to explain a purchase behavior of organic foods. For this reason, the standard learning hierarchy was incorporated in order to study how cognition, affect, and behavior are formed when a purchase decision involving organic foods.

First, to theoretically justify and empirically test the sequence of effects based on the standard learning hierarchy to explain consumers' online buying‐related responses. Second, to analyse the moderating role that consumers' internet expertise can play on the formation of both their affective and buying‐related responses towards this medium.

This study poses a conceptual model which is tested by means of LISREL. The data used come from a questionnaire applied to American and Spanish internet users. These two countries have been selected taking into account their differences regarding their degree of internet expertise.

The modelling approach appears to be adequate to explain online consumer behaviour. Moreover, different levels of consumers' internet expertise determines, in general, the predominance of the central or the peripheral route within the formation of their affective and behavioural responses to this medium.

This study provides a relevant contribution to the field of consumer behaviour on the internet. It presents an extensive literature review; it introduces new concepts and new relations among them; it successfully adapts classic consumer theories, i.e. the CAB paradigm and the Elaboration Likelihood Model – to the electronic market context; and it has a cross‐national vision.

It shows how any virtual firm which endeavours to understand consumers' shopping behaviour in its web site should consider these general issues in conjunction with the rest of the specific factors and variables related to it.

This is one of the first studies which, on the one hand, theoretically integrates in a model the following concepts: beliefs and attitude towards the internet, trust in internet shopping and online shopping, and on the other, demonstrates that the degree of internet expertise plays an essential role in determining how consumers process and form their affective and buying‐related responses on the internet.

This study aims to theorise and empirically test a model based on the hierarchy of effects behavioural learning approach (“do-think-feel”) to explain how travel during a crisis assists consumer well-being. The paper also examines whether the effect travel has on well-being is serially mediated by perceived risk and resilience and moderated by the personality trait of sensation-seeking.

This research uses a quasi-experimental design involving Australian consumers based on a sample of n = 307 who had travelled and n = 277 who had not during the COVID-19 pandemic (N = 584). A replication study (N = 290) is also undertaken to assess the robustness of the hierarchy of effects uncovered in the main study. Data were analysed using structural equation modelling (SEM) and Hayes PROCESS macro.

The results reveal travellers have significantly higher levels of both hedonic and eudaimonic well-being than non-travellers, suggesting the transformative potential of travel experiences during a crisis. The transformative potential of travel is driven by perceived risk and psychological resilience, which mediate the relationship between travel frequency and well-being. Further, spotlight moderation analysis demonstrates that the effect of travel on well-being is most profound for those with lower levels of sensation-seeking. These relationships are also confirmed in the replication study.

This research is among the first in transformative service research (TSR) to test the mediators of perceived risk and resilience together in a singular study, showing how experiences such as travel are potentially transformative. It also evaluates personality traits such as sensation-seeking as a moderating factor, which is uncommon in TSR. Further, this study empirically validates a do–think–feel behavioural learning approach, as opposed to other hierarchy of effects sequences that are dominant in TSR and the wider services marketing literature.

The purpose of this research paper is to apply the ABC model and examine the attitudinal segmentation of online consumer in India in terms of internet usage, perceived risks, website attributes, intent to do online purchase in future and preference of website attributes.

A structured questionnaire was administered to 600 online consumers using field and online survey mediums. The logit analysis was applied to arrive at segmentation of online users.

Findings show how attitudes are different of online users when they were segmented based on internet usage. This segmentation showed attitudes that were paradoxical in nature. To explain this paradoxical behaviour of online buyers, this study applied the logit analysis. The online users were further examined applying the ABC model of attitude. Three distinct segments of online users emerged. They are: CAB, CBA and BCA.

The findings of this paper will be useful for online retailers who want to start e-commerce business in India. The findings are also useful for designing appropriate promotion and marketing strategies to entice online users to become online buyers.

The key contributions of this paper are the new insights from using the ABC model. Based on usage of internet in number of hours, online buyers could be segmented into four groups. On further analysis using ABC model, this studied showed that a better segmentation of online buyers is possible and that is called attitudinal segmentation. The BCA attitudinal segment is a finding of this study and is unique to this research. This has not been done using Indian online buyers and this adds to the originality of the study.

The present paper is an attempt to study Education 4.0 supported by Industry 4.0 tools and techniques. The main purpose of the study is to examine the acceptance and use of one of the internet of things (IoT)-based learning management systems, i.e. videoconferencing application (Google Meet, Microsoft Teams, Zoom, GoToMeeting, WebEx), by academicians of higher education using the unified theory of acceptance and use of technology (UTAUT) model.

The study comprises 218 responses of academicians associated with higher education in the Sultanate of Oman. Descriptive and factor analysis of the collected data are employed using SPSS-26. Further, using Amos-21, the fit and validity indices of the measurement model are computed. Various relationships of the UTAUT structural model along with moderation effects of gender and nationality are tested.

The results suggest that performance expectancy, effort expectancy and social influence significantly predict behavioral intention. In turn, behavioral intention and facilitating conditions also significantly predict the use behavior of academicians for videoconferencing in higher education. Finally, gender moderates two out of four UTAUT relations, but nationality does not moderate any of these relations.

A lot of prior studies investigate several models to use technology-enabled pedagogy from educators' or students' perspectives. There are very limited studies that examine IoT-based learning tools within the UTAUT environment. Additionally, no study is available that considers UTAUT relations for the use of videoconferencing in higher education. Also, in the present study, one more moderator, i.e. nationality, is tested.

Introduction With the publication of the consumer behaviour textbook by Engel, Kollat and Blackwell (1968), the dominant approach to studying consumer behaviour has been to study the elements of the consumer behaviour decision process. The approach taken by Engel, Kollat and Blackwell, and since then by many other researchers, is that this process is an exercise in problem solving and that a problem exists when there is a goal to be attained or sought and uncertainty as to what is the best solution for the given or perceived problem (Markin, 1974).

Given the growing preference for internet celebrity restaurants, it is crucial to explore how internet celebrity restaurants can maintain customer loyalty. Therefore, this study aims to examine the connections between brand cognition [emotion value, brand symbol (BS) and brand experience (BE)], brand resonance (BR) and revisit intention.

In this paper, the authors use a theoretical model to test the relationship between cognition and intention. A total of 366 volunteers were recruited to participate in this research. Hypothesis testing and a moderated mediation model were used to measure the results.

BR acts as a mediator in the interaction between emotion value, BS, experience and repurchase intention (RI). Surprisingly, the authors also discover that electronic word-of-mouth (e-WOM) acceptance negatively modifies the relationship between brand cognition and BR. Internet exposure (IE) helps consumers perceive BE and BSs more favorably.

Managers should be aware of how internet celebrity BR is built. Specifically, they can use cultural or emotional elements to maintain relationships with consumers. Furthermore, to lessen the negative consequences of e-WOM, managers should work to maintain positive WOM consistency.

The research advances our knowledge of RI in internet celebrity restaurants settings. This study pioneers an investigation of how brand cognition is related to RI through BR’s mediating effect. It enriches this research perspective of the emerging restaurant literature. By analyzing the boundary impact of internet transmission on resonance, it also advances the literature.

The paper aims to explore and examine the factors that influence the post-consumption behavioral intentions of education consumers with the help of online reviews from a Massive Open Online Course (MOOC) platform in the knowledge payment context.

The paper adopted a novel mixed-method approach based on natural language processing (NLP) techniques. Variables were identified using topic modeling drawing upon 14,585 online reviews from a global commercial MOOC platform (Udemy.com). The relationships among identified factors, such as perceived quality dimensions, consumption emotions, and intention to recommend, were then tested from a cognition-affect-behavior (CAB) perspective using partial least squares structural equation modeling (PLS-SEM).

Results indicate that course content quality, instructor quality, and platform quality are strong predictors of consumers' emotions and intention to recommend. Interestingly, course content quality displays a positive effect on invoking negative emotions in the MOOC context. Additionally, positive emotions mediate the relationships between three perceived qualities and the intention to recommend.

Limited research has been conducted regarding MOOC consumers' post-consumption intentions in the knowledge payment context. Findings of this study address the limited literature on MOOC qualities and consumer post-consumption behaviors, which contribute to a comprehensive understanding of MOOC learners' experiences at a meso-level for future paid-MOOC creators.

The peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-09-2021-0482/

The purpose of this paper is to develop and test a new model for the measurement of the constitution and effects of the country image as a central target construct in international public relations.

The authors combine concepts from reputation management (Eisenegger and Imhof, 2008; Ingenhoff and Sommer, 2007), national identity theory (Smith, 1987), and attitude theory (Ajzen and Fishbein, 1980) to derive a four-dimensional model, conceptualizing country images as stakeholder attitudes toward a nation and its state, comprising specific beliefs and general feelings in a functional, normative, aesthetic, and emotional dimension. Furthermore, the authors develop a path model to analyze the country image’s effect on stakeholder behavior. This model is operationalized and tested in a survey regarding the country image of the USA and its effects on travel behavior.

Results show how functional, normative and aesthetic image dimensions vary in affecting the formation of the affective image component. It is also demonstrated how the affective image di-mension acts as a mediator in the image’s effect on stakeholder behavior.

For international public relations and public diplomacy practice the developed model supplies a new approach for country image analyses which will serve and improve the development and evaluation of cross-national communication strategies.

The paper introduces a new theory-grounded approach to clarify the dimensionality of the country image construct. It is the first to operationalize cognitive and affective dimensions of the country image by combining formative and reflective indicators in a mixed specified construct.