Journal of Consumer Marketing: Volume 27 Issue 6

Assembly and component origin effects: an ASEAN consumer perspective

Kai‐Uwe Seidenfuss, Yunus Kathawala, Keith Dinnie

Set in the newly emerging hybrid product research stream, and reflecting trends towards multi‐national production and sourcing, this paper aims to present a three‐country study on…

Factors influencing product involvement among young consumers

Tali Te'eni‐Harari, Jacob Hornik

In light of the core role of product involvement as a variable in consumer behavior, the current study seeks to examine which variables influence product involvement among young…

Marketing a consumer durable brand in Malaysia: a conjoint analysis and market simulation

Fon Sim Ong, Philip J. Kitchen, Shih Shiuan Chew

This paper aims to use conjoint analysis to examine how Malaysian consumers make decisions regarding a consumer durable product – namely room air conditioners – under multi‐cue…

Consumer perceptions of extended warranties and service providers

Gerald Albaum, James Wiley

This paper aims to assess consumer perceptions of extended warranties that are marketed by the manufacturer for an independent service provider as applied to the purchase of a…

“Fish out of water”: understanding decision‐making and coping strategies of English as second language consumers through a situational literacy perspective

Madhu Viswanathan, Carlos Torelli, Sukki Yoon, Hila Riemer

This paper aims to study English as second language (ESL) consumers in the USA. The authors seek to focus on consumers who are literate in their native country, yet akin to fish…

Parental evaluation of popular brand names given as Christmas gifts and sources of information used in these decisions

Peter Clarke, Andrew McAuley

Parents' exposure to children's brands appears rather limited; while brands sell at Christmas, there are extraordinary purchases of low‐cost toys and stocking filler fun toys…

Consumer perceptions of cause related marketing campaigns

Dirk C. Moosmayer, Alexandre Fuljahn

By replicating two seminal studies on cause‐related marketing (CRM) campaigns, this paper aims to investigate the influence of gender and of donation size on consumer perception…

Cultural comparison for the acceptance of online apparel customization

Hira Cho, Yun Wang

The aim of this paper is to examine two culturally different countries regarding the acceptance of online customization of an apparel product.

Virtual Social Identity and Consumer Behavior

Brian A. Vander Schee

Gen BuY: How Tweens, Teens, and Twenty‐somethings Are Revolutionizing Retail

Kit Yarrow, Jayne O'Donnell

Wonder Woman – Marketing Secrets for the Trillion‐dollar Customer

Iain Ellwood, Sheila Shekar

The Bare Bones: Introduction to Integrated Marketing Communication

Robyn Blakeman

Editorial

Richard C. Leventhal