Journal of Consumer Marketing: Volume 28 Issue 1

Consumer behaviour and sensory preference differences: implications for wine product marketing

Exploratory research was conducted in a well‐known Australian wine region to determine the differences in the behaviour dynamics and sensory preferences of consumer groups. The…

Brand parody: a communication strategy to attack a competitor

The use of aggressive media campaigns to parody a competitor is a relatively recent development. The aim of this study is to gauge the consequences of parody on attitudes towards…

Corporate social responsibility or cause‐related marketing? The role of cause specificity of CSR

As cause‐related marketing (CRM) is usually subsumed under corporate social responsibility (CSR), in practice CSR and CRM can serve as different public relations tools. This study…

Consumer purchase intention for organic personal care products

Using the theory of planned behavior (TPB) to examine the effects of consumer values and past experiences on consumer purchase intention of organic personal care products, this…

How does corporate social responsibility create value for consumers?

Research examining corporate social responsibility (CSR) demonstrates a relatively consistent level of positive support by consumers. However, CSR is poorly defined and little is…

Towards a better understanding of factors affecting transfer of brand associations

The purpose of this paper is to test and model the effect of parent brand salience, branding strategy and extension innovativeness positioning on the extent of transfer of…

Bundling or unbundling frequently purchased products: a mixed method approach

This paper aims to use a mixed method (qualitative and quantitative) approach to exploring the effectiveness of price bundling.

Consumer effects of environmental impact in product labeling

The purpose of this paper is to investigate the impact of different levels of environmental information on key consumer metrics. More specifically, it aims to evaluate…

The wellness prescription

The purpose of this paper is to explore how loyalty marketers are inspiring and incentivizing consumers to stay healthy in the wake of sky‐rocketing health care costs and a new US…

The Next Big Thing

Shoptimism: Why the American Consumer Will Keep on Buying, No Matter What (1st ed.)

Chief Culture Officer: How to Create a Living, Breathing Corporation

Memorable Customer Experiences: A Research Anthology

A new company descriptor takes us into a new era

Cloud computing comes to marketing

Editorial

Special issue on marketing challenges in serving millenials