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Consumption is a way of communication whereby consumers express, position or/and differentiate themselves within their society or affiliated groups. A great part of consumers’ lives are spent on various purchase activities, and many would be eager to understand the factors underlying those behaviours.

This chapter primarily deals with the cultural, social, psychological and personal factors that affect consumer behaviour. Each of these factors in relation to consumer behaviour is discussed in detail. The types of consumer buying behaviours and the consumer decision-making processes then provide the fundamentals of the topic along with their relevance to Turkish consumers.

In this chapter, we empirically investigate an important question of “how does knowledge sharing and knowledge leakage impact the alliance performance in dyadic coopetitive alliance settings that involve small- and medium-sized enterprises (SMEs).” Taking the perspective of the focal SME to address this question, we posit that while knowledge sharing positively associates with alliance performance, inadvertent knowledge leakage is negatively related to performance. We further postulate that under the conditions of high knowledge leakage, the positive impacts of knowledge sharing on performance would be reduced. Our structural model results based on a survey of 186 SMEs in the high-tech and knowledge-intensive industries in Sweden show support for two of the hypothesized relationships. More specifically, the results show that knowledge sharing has a positive effect on alliance performance but knowledge leakage has an insignificant direct effect on performance. However, knowledge leakage plays a negative moderating role on the relationship between knowledge sharing and performance. We contribute by demonstrating the effects of knowledge sharing and leakage in under-researched but important dyadic one-to-one coopetitive alliances involving SMEs.