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The study of shame has a long tradition in intra- and inter-personal psychology. This paper aims to investigate whether consumers can experience brand shame after self-relevant consumption incidents. Specifically, this research proposes that consumers follow a complex shame-inducing process in the aftermath of unpleasant experiences involving their favorite brand. The moderating role of relational tie strength between consumers and their favorite brand existing prior to symbolic failures is examined.

A scenario-based, online survey (n = 660) among consumers who have recently experienced a self-relevant failure with their favorite brand was conducted. Confirmatory factor analysis ensured the reliability and validity of the measurement model. For testing the conceptual model, data was analyzed by means of a moderated mediation analysis. The proposed model was tested against, among others, common method bias and alternative models. The findings were cross-validated with a scenario-based online experiment (n = 1,616).

Results show that brand shame is a key mediator between customer dissatisfaction and brand anger when self-relevant, symbolic failures happen. Moreover, strong consumer-brand identification triggers brand-detrimental effects. It is shown to influence the connection between consumers’ inward- (i.e. brand shame) and resulting outward-directed (i.e. brand anger) negative emotions on brands, which lead to consumer vengeance.

To the best of the authors’ knowledge, this research is the first to introduce the concept of situational brand shame to the literature on favorite brands. Furthermore, it shows that consumer-brand identification moderates the direct and indirect (via brand shame) unfavorable effects of failure-induced dissatisfaction on brand anger. This research adds insights to the investigation of the “love-becomes-hate” effect arising after self-relevant failures involving consumers’ most preferred brand.

Considering the central role of narratives in the articulation of the self, processing experiences and conveying meaning, many scholars in marketing and consumer behaviours have tried to study the subject. This pool of multi-disciplinary studies has yielded fragmented literature resulting in ambiguity. Therefore there is a need for an article, which studies the extant literature comprehensively. Hence, this paper aims to pursue two objectives, to summarize prominent research studies in consumption narratives and to suggest directions for future research.

The paper reviews 25 key studies on consumption narratives and highlights their most important contributions, methods and findings.

As in consumer narrative research, the concept almost always has been borrowed from different domains, the findings suggest a concise definition to fill this gap. Also, to enrich the findings, three-level of consumption narratives are discussed.

This paper serves as a basis to comprehend the essence of consumption narratives in the consumption context, to understand the research gaps and provides directions for future research.

Considerando el papel central de las narrativas en la formulación de uno mismo, el procesamiento de las experiencias y la transmisión de significados, muchos académicos en marketing y comportamiento del consumidor han tratado de estudiar este tópico. Este conjunto de estudios de carácter multidisciplinar ha dado lugar a una literatura muy fragmentada y ambigua. Por tanto, se hace necesario un trabajo de investigación que estudie de menara exhaustiva la extensa literatura existente. En definitiva, este artículo persigue dos objetivos, resumir las investigaciones más destacadas sobre narrativas de consumo existentes en la literatura y sugerir orientaciones para futuras investigaciones.

Este artículo revisa 25 estudios clave sobre narrativas de consumo y resalta sus contribuciones, métodos y hallazgos más relevantes.

Teniendo en cuenta que en la investigación sobre narrativas de consumo el concepto ha sido casi siempre tomado de diferentes ámbitos, los hallazgos sugieren una delimitación conceptual más concisa para cubrir este vacío. Asimismo, para enriquecer los resultados se analizan tres niveles de narrativas de consumo.

Este artículo sirve de base para comprender la esencia de las narrativas de consumo en el contexto del consumo, entender las brechas de investigación que aún existen en este ámbito y proporcionar guías para futuras investigaciones.

考虑到叙事在自我表达、处理体验感受和传达意义方面的中心作用, 许多营销学者和消费者行为学者都试图对这一主题进行研究。由于研究成果横跨多个学科, 而导致文献支离破碎, 造成了歧义。因此, 有必要对现存文献进行综合研究。因此, 本文的研究目标有二, 一是总结当前消费叙事研究的主要成果, 二是为今后的研究指明方向。

本文回顾了关于消费叙事的25个主要研究, 并强调了它们最重要的贡献、方法和发现。

由于之前的消费者叙事研究中, 消费者叙事的概念几乎总是从不同的领域借用, 研究结果提出了一个简明的定义来填补这一空白。此外, 为了丰富研究结果, 本文还讨论了三个层次的消费叙事。

本文作为理解消费语境中消费叙事本质的基础, 来理解研究的差距, 为今后的研究指明方向。

Past research on luxury is fragmented resulting in challenges to define what the construct of luxury means. Based on a need for conceptual clarity, this study aims to map how research conceptualises luxury and its creation.

This study presents a scoping review of luxury articles published in peer-reviewed journals. Of the initial 270 articles discovered by using the database of Scopus, and after control searching in Web of Science and reference scanning, 54 high-quality studies published before the end of 2020 were found to meet the inclusion criteria and comprised the final analytical corpus.

The findings demonstrate that research approaches luxury and its creation from three different perspectives: the provider-, consumer- and co-creation perspectives. In addition, the findings pinpoint how the perspectives differ from each other due to fundamental and distinguishing features and reveal particularities that underlie the perspectives.

The suggested framework offers implications to researchers who are interested in evaluating and developing luxury studies. Based on the identified luxury perspectives, the study identifies future research avenues.

The study contributes to the luxury research stream by advancing an understanding of an existing pluralistic perspective and by adding conceptual clarity to luxury literature. It also contributes to marketing and branding research by showing how the luxury literature connects to the evolution of value creation research in marketing literature.

The research carried out a bibliometric analysis of the literature on environmental sustainability from a demand perspective by analyzing the scientific contributions published in the last twenty years.

A bibliometric analysis was carried out to outline the scientific studies development, identifying the most discussed topics and those that would require future research. In total, 274 articles published between 1999 and 2021 were collected through the Web of Science database and analyzed with the SciMAT software.

By systematizing the literature results, the study revealed a steady growth in the number of publications and in the research areas, highlighting a substantial evolution of the research topic.

The study contribute for conceptual, methodological and thematic development of the topic, systematizing the results of existing studies and providing useful indications for the promotion of sustainable consumer habits.

The study attempts to bridge the gap in current literature by offering a holistic view on the role of consumer behavior in pursuing sustainability goals, identifying both the most treated areas and the emerging ones that can represent opportunities for future research.

While remanufactured products represent an increasingly researched phenomenon in the literature, not much is known about consumers' understanding and acceptance of such products. This study explores this issue in the context of the theory of perceived risk (TPR), investigating return policy leniency and distribution channel choice as potential factors to foster remanufactured products' sales.

This research utilizes an experimental design composed of a pre-test and a scenario-based main experiment to explore how return policy leniency might mitigate consumers' perceived risk and how their related purchase intention differs across two types of retail distribution channel structures (i.e. brick-and-mortar vs. online).

The investigation into the efficacy of return policy leniency within two retail distribution channel settings (i.e. brick-and-mortar vs. online) illustrates that providing a lenient return policy is an effective “cue” in increasing consumer purchase intention for remanufactured products. While prior literature has established that consumers value return policy leniency for new products, the authors provide empirical evidence that this preference also applies to remanufactured products. Notably, that return policy preference holds true in both channel settings (i.e. brick-and-mortar vs. online) under consideration. Additionally, and contrary to the authors’ predictions, consumers perceived remanufactured products sold via both channel settings as equally risky, thus highlighting that both are appropriate distribution channels for remanufactured products. Finally, while research on new products provides some initial guidance on consumer perceptions of quality and risk, the study provides empirical evidence into the difference of perceived risk with regard to new versus remanufactured products.

By employing the TPR, this research explored the role played by two supply chain management related factors (returns policy and channel structure) in reducing consumer's perceived risk and increasing purchase intention. In doing so, this study answers the call for more consumer-based supply chain management research in a controlled experimental research setting.

This research explores the impacts of content-generating devices (mobile phones versus personal computers) and content features (social content and achievement content) on consumer engagement with marketer-generated content (MGC) on social media. It also examines these factors' interaction effects on consumer engagement.

The study analyzed MGC that 210 companies had posted to Sina Weibo over three years, testing the study’s proposed model with negative binomial regression analysis.

The study's results show that MGC generated via mobile phones attracts more consumer engagement than MGC generated via personal computers. MGC with more social features attracts more consumer engagement, whereas MGC with more achievement features reduces consumer engagement. The authors also found that MGC with more social features generated via mobile phones and MGC with more achievement features generated via personal computers lead to more consumer engagement due to the congruency of the construal level of psychological distance.

This research enriches the literature by exploring the effects of content-generating devices and content features on consumer engagement in the MGC context, which extends the research on consumer engagement with social media from the context of user-generated content to the MGC.

This paper aims to review the existing literature about consumer engagement, provide an accurate mapping of this research field, propose a consumer engagement typology and a conceptual framework and offer a research agenda for this domain.

A systematic literature review using several quality filters was performed, producing a top-quality pool of 41 papers. After that, a text mining analysis was conducted, and five major research streams emerged.

This paper proposes five distinct research streams based on the text mining analysis, namely, consumer engagement, online brand community engagement, consumer-brand engagement, consumer engagement behaviours and media engagement. Based on this, a consumer engagement typology and a conceptual framework are suggested and a research agenda is proposed.

This paper presents scientific value and originality because of the new character of the topic and the research methods used. This research is the first study to perform a systematic review and using a text-mining approach to examine the literature on consumer engagement. Based on this, the authors define consumer engagement typology. A research agenda underlining emerging future research topics for this domain is also proposed.

El presente artículo tiene por objeto revisar la bibliografía existente sobre el engagement de los consumidores, proporcionar una descripción precisa de este campo de investigación, proponer una tipología del engagement de los consumidores y un marco conceptual, y ofrecer una agenda de investigación.

Se realizó una revisión sistemática de la literatura utilizando varios filtros, lo que permitió seleccionar 41 trabajos de alta calidad. Después, se realizó un análisis de minería de textos y surgieron cinco corrientes principales de investigación.

Este documento propone cinco corrientes de investigación distintas basadas en el análisis de minería de textos: i) Participación del consumidor; ii) Participación de la comunidad de marcas en línea; iii) Engagement del consumidor-marca; iv) Comportamientos de engagement del consumidor; v) y engagement de los medios de comunicación. Sobre esta base, proponemos una tipología de engagement del consumidor y un marco conceptual y proponemos una agenda de investigación.

Este documento presenta el valor científico y la originalidad debido al nuevo carácter del tema y los métodos de investigación empleados. Esta investigación es el primer estudio que realiza una revisión sistemática y utiliza un enfoque de minería de textos para examinar la literatura sobre engagement de los consumidores. Sobre esta base, los autores definen la tipología de engagement del consumidor. También se propone un programa de investigación que subraya los temas de investigación futuros emergentes para este ámbito.

Artificial intelligence (AI)-based chatbots have brought unprecedented business potential. This study aims to explore consumers' trust and response to a text-based chatbot in e-commerce, involving the moderating effects of task complexity and chatbot identity disclosure.

A survey method with 299 useable responses was conducted in this research. This study adopted the ordinary least squares regression to test the hypotheses.

First, the consumers' perception of both the empathy and friendliness of the chatbot positively impacts their trust in it. Second, task complexity negatively moderates the relationship between friendliness and consumers' trust. Third, disclosure of the text-based chatbot negatively moderates the relationship between empathy and consumers' trust, while it positively moderates the relationship between friendliness and consumers' trust. Fourth, consumers' trust in the chatbot increases their reliance on the chatbot and decreases their resistance to the chatbot in future interactions.

Adopting the stimulus–organism–response (SOR) framework, this study provides important insights on consumers' perception and response to the text-based chatbot. The findings of this research also make suggestions that can increase consumers' positive responses to text-based chatbots.

Extant studies have investigated the effects of automated bots' attributes on consumers' perceptions. However, the boundary conditions of these effects are largely ignored. This research is one of the first attempts to provide a deep understanding of consumers' responses to a chatbot.

This paper aims to explore the overall research question “How can artificial intelligence (AI) influence consumer information disclosure?”. It considers how anthropomorphism of AI, personalisation and privacy concerns influence consumers’ attitudes and encourage disclosure of their private information.

This research draws upon the personalisation-privacy paradox (PPP) and privacy calculus theory (PCT) to address the research question and examine how AI can influence consumer information disclosure. It is proposed that anthropomorphism of AI and personalisation positively influence consumer attitudes and intentions to disclose personal information to a digital assistant, while privacy concerns negatively affect attitude and information disclosure.

This paper develops a conceptual model based on and presents seven research propositions (RPs) for future research.

Building upon PPP and PCT, this paper presents a view on the benefits and drawbacks of AI from a consumer perspective. This paper contributes to literature by critically reflecting upon on the question how consumer information disclosure is influenced by AI. In addition, seven RPs and future research areas are outlined in relation to privacy and consumer information disclosure in relation to AI.

El papel del antropomorfismo, la personalización y los problemas de privacidad y perspectivas para la investigación futura

Resumen

Este artículo explora la pregunta general de investigación “¿Cómo puede influir la inteligencia artificial (IA) en la divulgación de información por parte de los consumidores? Se analiza cómo el antropomorfismo de la IA, la personalización y la preocupación por la privacidad influyen en la actitud de los consumidores y fomentan la revelación de su información privada.

Esta investigación se basa en la paradoja de la personalización y la privacidad y en la teoría del cálculo de la privacidad para abordar la pregunta de investigación y examinar cómo la IA puede influir en la revelación de información de los consumidores. Se propone que el antropomorfismo de la IA y la personalización influyen positivamente en las actitudes de los consumidores y en su intención de revelar información personal a un asistente digital, mientras que la preocupación por la privacidad afecta negativamente a la actitud y a la revelación de información.

Este artículo desarrolla un modelo conceptual basado en siete propuestas de investigación para el futuro.

Basándose en la paradoja de la personalización y la privacidad y en la teoría del cálculo de la privacidad, este artículo presenta un punto de vista sobre los beneficios e inconvenientes de la IA desde la perspectiva del consumidor. Este artículo contribuye a la literatura al reflexionar de forma crítica sobre la cuestión de cómo influye la IA en la revelación de información del consumidor. Además, se esbozan siete propuestas de investigación y futuras áreas de investigación en relación con la privacidad y la divulgación de información del consumidor en relación con la IA.

鼓励消费者分享他们的秘密？拟人化、个性化和隐私问题的作用以及未来研究的途径

摘要

本文探讨了 “人工智能如何影响消费者的信息披露？"这一总体研究问题。它考虑了人工智能（AI）的拟人化、个性化和隐私问题是如何影响消费者的态度并鼓励他们披露私人信息的。

本研究借鉴了个性化-隐私悖论和隐私计算理论来解决研究问题, 并研究人工智能如何影响消费者信息披露。本文提出, 人工智能的拟人化和个性化对消费者向数字助理披露个人信息的态度和意图有积极影响, 而隐私问题对态度和信息披露有消极影响。

本文在此基础上建立了一个概念模型, 并为未来的研究提出了七个研究命题。

在个性化-隐私悖论和隐私计算理论的基础上, 本文从消费者的角度提出了对人工智能的好处和坏处的看法。本文通过对消费者信息披露如何受到人工智能影响的问题进行批判性反思, 对文献做出了贡献。此外, 本文概述了与人工智能相关的隐私和消费者信息披露方面的七个研究命题和未来研究领域。