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There is a growing trend of brand resurrections that are driven by consumer power. Millennials play a critical role in initiating most of these brand resurrection movements using social media. This study aims to explore the factors that drive consumers’ participation in brand resurrection movements – an outcome of brand cocreation.

Data were collected using self-administered survey. This study uses the partial least squares-structural equation modeling to empirically examine the factors that motivate consumers to participate in brand resurrection movements.

The results indicate that consumers’ beliefs about the functional and value-expressive utilities, and their judgments of the perceived brand superiority of the defunct brand are significantly associated with brand resurrection movements. Nostalgia moderates the relationship between social-adjustive utility and brand resurrection movement, which shows that consumers’ social-adjustive utility becomes relevant when triggered with a strong sense of the past.

From a theoretical perspective, this study contributes to literature on reviving defunct brands. This study also identifies additional factors that determine the success of brands that are being relaunched.

From a managerial perspective, the study provides insights into when and how organizations can consider bringing back defunct brands. Future studies should introduce additional variables to the model such as product category involvement that may be associated with consumers’ willingness to bring back defunct brands.

To the best of the authors’ knowledge, this study is the first of its kind that empirically examines the motivations behind consumer participation in bringing back defunct brands. The importance of this study is highlighted in the fact that several defunct brands are being revived by organizations due to consumer-brand co-creation movements.

Individuals in two separate studies participated in a self‐appraisal activity in which they were randomly assigned to three conditions promising different levels of potential influence on the evaluation of a written assignment. Self‐report data regarding perceptions of voice impact, voice appreciation, and procedural and distributive justice were analyzed. Results of MANOVA and regression suggest voice appreciation, measuring value expressive effects, was positively and significantly related to perceptions of justice, while the self appraisal's perceived impact on a valued outcome was not. However, the impact of value expressive effects on perceptions of fairness was reduced somewhat with higher instrumental possibilities for voice among undergraduate students. Implications for ongoing research and practical applications are discussed regarding the use of various forms of self appraisal.

This study aims to investigate a randomized 3 (endorser type: celebrity vs CEO vs expert) × 2 (product type: hedonic vs utility) between-respondents factorial experiment to inspect the effects of the endorsers and product types on consumers’ engagement in BRM through brand-relationship variables [i.e. self-brand connection (SBC), perceived product attachment (PPA) and source credibility (SC)]. Marketing in a digital era is witnessing a rising trend of “brand resurrection as revolution” led by consumer power. The successful revitalization of various dead brands provides some new opportunities for companies to engage millennial consumers in brand resurrection movements (BRM) through the right choice of brand endorsers. The new-found love of companies for the revitalization of long-forgotten brands has attracted considerable interest among scholars and marketing practitioners. Despite the brand resurrection’s high practical relevance, little is known in marketing research about how to revive failing brands back to life.

Using source credibility theory (SCT) as a lens, this study conducted two studies (i.e. Study 1, N = 300; Study 2, N = 300) and builds on an analysis of data from Pakistani millennials. The hypotheses were inspected using both structural equation modeling and SPSS’s PROCESS macro.

Through two studies, the authors find that the match between endorser types and product types affects customer motivation to engage in BRM via SBC, PPA and SC (i.e. attractiveness, trustworthiness and expertise).[AQ2] The results showed that for utilitarian products, both SBC and PPA mediate the link between endorser types and BRM, but for hedonic products, PPA does not play a role. Similarly, the authors’ results indicate that for hedonic products, attractiveness, trustworthiness and expertise mediate the link between endorser types and BRM, but for utilitarian products, trustworthiness does not play a role.

The results of this research will help marketing managers devise effective brand endorsers strategies in reviving failing brands. Specifically, this endeavor highlights that understanding brand advertisements merely in terms of celebrity endorsement restricts the full potential that brand advertisements could have and also that a comprehensive understanding must include expert and chief executive officers (CEO) endorsers. Therefore, one of the central contributions of this research is the introduction of expert and CEO endorsers and the evidence that both celebrity (i.e. celebrity and CEO) and non-celebrity endorsers (i.e. experts) have an impact on consumers’ motivation to engage in BRM.

To the best of the authors’ knowledge, this is one of the first endeavors of its kind to empirically explore consumer attitude/motivation behind participation in reviving failing brands. The significance of this work is underscored by the fact that numerous dead brands are being brought back by companies because of consumer–brand co-creation movements.

The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It further examines three drivers of brand credibility: perceived globalness, perceived local iconness and perceived authenticity.

A structured questionnaire was used for data collection. Systematic random sampling using the mall intercept technique was used to collect cross-sectional data from 836 customers in India. Hypotheses were tested by using structural equation modeling with AMOS 21.

The results demonstrate the significance of brand credibility on purchase intentions. Furthermore, brand globalness differentially influence brand credibility for global and domestic brands.

The findings provide key insights for marketers regarding consumer evaluation of global brands and domestic brands in emerging markets.

This study contributes to the literature by proposing and testing the key role of brand credibility in consumer choice of global brands versus domestic brands in an emerging market context.

This study aims to empirically examine the knowledge, social and religious factors effecting the intention to receive COVID-19 vaccination while considering the mediating role of attitude towards COVID-19 vaccination. The research explores how the Islamic ideologies shape Muslims’ knowledge, social and religious beliefs towards COVID-19 vaccination acceptance or refusal.

Theoretically, the study is based on the functional theory of attitudes. The model of the study is comprised of nine variables explaining the attitude and intention towards COVID-19 vaccination. Among nine variables, perceived Islamic religiosity, perceived behavioural control and Halal consciousness among Muslims are explained through the value-expressive function of attitude. Furthermore, the perceived risk of COVID-19, the perceived side effect of COVID-19 vaccination and the perceived efficacy of COVID-19 vaccination are considered in the model based on the utility function of attitude. Moreover, social influence for COVID vaccination, subjective norms and group conformity are abstracted from the social-adjustive function of attitude. This study used a quantitative survey research method to test the hypotheses. A total of 1,000 questionnaires were distributed to non-vaccinated Muslim respondents from five cities in Pakistan. The structural equation modelling (SEM) technique was used to test the relationship among the variables in the proposed model. The partial least square-SEM method explained the variances in the dependent variables. Moreover, to test the structure of data, different statistical tests, including exploratory factor analysis (EFA), factor loadings and average variance extracted, were used with the help of Statistical Package for the Social Sciences (SPSS) and analysis of a moment structures (AMOS) 23.0 version.

Results for direct effect showed a significant negative effect of Islamic religiosity, perceived behavioural control, halal consciousness, perceived side effect of COVID-19 vaccination, social influence, subjective norm and group conformity on attitude towards COVID-19 vaccination. In contrast, insignificant results showed no relationship of perceived risk from COVID-19 infection and perceived efficacy of COVID-19 vaccination with attitude towards COVID-19 vaccination. Results for mediating effect showed the significant negative mediating effect of attitude towards COVID-19 vaccination between Islamic religiosity, perceived behavioural control, halal consciousness, perceived side effect, social influence, subjective norm, group conformity and intention to receive COVID-19 vaccination. While results showed the insignificant mediation of attitude towards COVID-19 between perceived risk from COVID-19 infection, perceived efficacy of COVID-19 vaccination and intention to receive COVID-19 vaccination.

Further studies are required to compare the attitude and intention among the temporary refusal group (those who will consider vaccination the future) and the permanent refusal group (those who will not consider vaccination the future). Comparing Muslim and non-Muslim groups can also explain differences in attitude and intention towards COVID-19 vaccination.

The area of acceptance and refusal of COVID-19 vaccination has been given limited attention in academic literature. Theoretically, this research has proposed a well-defined model to explain the attitude of Muslims towards COVID-19 vaccination. This model can helpf predict the attitude and intentions of Muslims towards vaccination or medicines. Moreover, this research is a unique contribution for the vaccination brands to consider the discussed factors before launching their brand in Muslim countries.

The purpose of this paper is to examine the relationship between attitude functions and attitude towards social media advertising. Additionally, this study also examines the relationship between attitude towards social media advertising and purchase intention.

The data was collected via an online survey among Malaysian Muslim participants. Quantitative analysis was used to test the hypothesis. A total of 280 respondents participated in the online survey but only 264 responses fit the analysis. The data was analysed via SPSS and partial least squares structural equation modelling.

The findings of this paper show that attitude functions, namely, utilitarian, value-expressive, ego-defensive and religiosity have a significant positive influence on attitude towards social media advertising, whilst knowledge function was found to be insignificant. Attitude towards social media advertising was also found to have a significant positive influence on purchase intention.

Advertisers should also consider the religious aspects of Muslim consumers and their level of sensitivity as Muslims nowadays are well-informed. This is to avoid controversies and have a better understanding of their consumer needs.

This is one of the few studies examining the influence of religiosity in the social media advertising of controversial products such as bubble tea.

The purpose of this paper is to examine affect of cosmopolitanism and consumers’ susceptibility to interpersonal influence on Indian consumers’ fashion clothing involvement. Moderating effect of demographics was studied.

Survey technique through self-administered questionnaire was used for data collection in both metropolitan and non-metropolitan cities in India.

Utilitarian, value expressive factors of normative influence and cosmopolitanism influence Indian consumers’ fashion clothing involvement. Type of city, income, and education moderated influence of normative values and cosmopolitanism on fashion clothing involvement.

One of the major limitations of current research was that it had a large number of respondents in the age group of 18-40 years. Future research can attempt to reduce age biasness.

The findings can prove helpful to international apparel brands marketing luxury and fashion clothing in India. However, since conformance to social norms was important for Indians, clothing manufacturers should use reference groups, opinion leaders, and celebrities to generate awareness. A blend of global and local lifestyle should be used. International luxury brands can customize their products to combine ethnic tastes.

Fashion clothing market promises immense growth opportunities in India. There is limited research to examine influence cosmopolitanism on Indian consumers’ consumption behaviour. Knowledge about influence of global lifestyle, brands, mass media, and services on Indian consumers’ behaviour can help in targeting them effectively.

The present studies provide support for a functional approach to instrumental and terminal values and the value‐attitude‐behaviour system. Study 1 surveyed individuals’ human values, the type of meaning to which they prefer to attend in products (i.e. utilitarian or symbolic), and how they choose to evaluate the products (i.e. a piecemeal or affective judgement). The study found that individuals who favoured instrumental to terminal human values showed a predisposition to attend to the utilitarian meanings of products and make piecemeal judgements. In contrast, individuals who favoured terminal over instrumental values preferred symbolic meanings, affective judgements, and human values in general. Study 2 found that individuals who favoured instrumental to terminal values had stronger instrumental attitudes towards cars and sun‐glasses. The results suggest that: psychological functions are not limited to attitudes or human values but span the breadth of the value‐attitude‐behaviour system; that two such psychological functions are instrumental and expressive; and that instrumental and terminal values serve instrumental and expressive functions, respectively.

The current research aims to explore influence of shopping motives and price perceptions on Indian consumers' attitude towards mall retailer promotions. Effect of price discounts, gifts, coupons, and rebates offered by mall retailers to attract store traffic were examined.

Data were collected through mall intercept technique in six cities across India. Convenience sampling method was used to target metropolitan and non-metropolitan cities for data collection.

Results suggest that consumers' attitude towards mall retailers' promotional strategies is influenced by shopping values and price consciousness, deal proneness, and coupon proneness. Age, education, and income influence consumers' attitude towards promotions.

Only three constructs of price perception scale were used for the research. Future research can include all the items of price perception scale to understand its applicability on Indian sample. Promotions offered by branded and non-branded retailers in malls were not examined.

The findings can be useful to mall retailers for designing promotions to increase footfalls and sales. Promotions can be used by retailers to convey value and attract price conscious consumers. Retailers need to match their promotional offers according to price sensitivity and shopping motives of consumers.

There is limited research to examine role of promotions used by mall retailers in attracting footfalls in Indian malls. The influence of price perceptions and shopping motives on promotions offered by retailers in Indian malls has not been examined.

The purpose of this paper is to compare employee reactions to the use of an online performance appraisal (PA) system to the traditional paper‐and‐pencil (P&P) approach.

A quasi‐experimental study is conducted comparing the reactions of a group of 83 employees evaluate with a traditional P&P PA instrument to the reactions of a group of 152 employees evaluated with an online version of the same assessment tool.

Employees rate with the online version reported significantly higher levels of rater accountability and employee participation than employees rate with the traditional instrument. They report no difference in perceived security of the ratings, utility of the ratings, or satisfaction with the PA. Online employees report significantly lower levels of quality for the PA ratings than traditional employees.

The paper is limited to employees in one organization and the variables examined. In the future, researchers should examine supervisor and human resource (HR) manager reactions to the system, additional individual difference variables, variables related to technology acceptance and use, and additional PA reactions.

The findings inform HR managers about how one sample of employees' reacted to an online appraisal. It is important for organizations to ensure all system users are well‐trained in how to provide quality ratings and feedback through the system.

This is the first quasi‐experiment comparing employees' attitudes toward an online administration of PA to a traditional P&P administration.