Journal of Consumer Marketing: Volume 26 Issue 3

Unintended consequences of race‐based segmentation strategies

The purpose of this paper is to review the pitfalls and potentials of segmentation decisions based on the visible demographic variable of race.

Effects of country variables on young generation's attitude towards American products: a multi‐attribute perspective

The purpose of this paper is to examine the country‐of‐origin (COO) effect and consumer patriotism on young generation's attitude toward American products with multi‐attributes…

The consumer‐perceived value of non‐traditional media: effects of brand reputation, appropriateness and expense

The purpose of this paper is to test the consumer‐perceived value of non‐traditional media, and the moderating effects of brand reputation, appropriateness and expense.

Users' motivations and attitude towards the online press

The purpose of this paper is explain how the advent of the internet not only affects the way in which newspapers work, but also has an impact on readers' behavior. This research…

A comparison of brand personality and brand user‐imagery congruence

The purpose of this paper is to compare the brand personality and brand user‐imagery constructs in congruity theory to examine their relationship in the image congruence model as…

Development and test of new dimensions of altruistic buying behavior

The purpose of this paper is show how altruism provides a basis for understanding motivations that consumers may possess, especially as it relates to their response to…

Gender as a moderator of reciprocal consumer behavior

The purpose of this paper is to show how purchasing behavior is approached as a customer‐perceived need to reciprocate for services received. The study seeks to examine…

The consumer inside: at its heart, all marketing speaks to human beings

The purpose of this paper is to examine how the current trends in B2B loyalty, technology and analytics can aid marketers in creating profitable relationships with small business…

Projective Techniques for Social Sciences and Business Research

Crisis Communication: Practice PR Strategies for Reputation Management and Company Survival

2011: Trendspotting for the Next Decade

Computer currency

Editorial

Internet currency