Table of contents
Relationship between intangibility and perceived risk: moderating effect of privacy, system security and general security concerns
Marcelo Vinhal Nepomuceno, Michel Laroche, Marie‐Odile Richard, Axel EggertThis paper aims to explore the association between intangibility and perceived risk using a sample of North American households. This relationship is explored within two purchase…
Dispelling the collective myth of Chinese consumers: a new generation of brand‐conscious individualists
Lilly Ye, Mousumi Bose, Lou PeltonThe unprecedented increase in brand development among one of the fastest‐growing consumer markets, the new generation of Chinese consumers, compels a greater understanding of the…
Family purchase decision making at the bottom of the pyramid
Tendai Chikweche, John Stanton, Richard FletcherThis paper seeks to argue that family purchase decision making at the bottom of the pyramid (BOP) is dynamic, heterogeneous and an evolving process that can be influenced by…
Decomposition of cross‐country differences in consumer attitudes toward marketing
Geng Cui, Hon‐Kwong Lui, Tsang‐Sing Chan, Annamma JoyPrevious studies have found significant differences in consumer attitudes toward marketing between countries and attributed such variations to differences in the stage of…
Brand communities for mainstream brands: the example of the Yamaha R1 brand community
Reto FelixThe purpose of this study is to understand consumers' product use, practices, identity, and brand meanings in the context of a brand community dedicated to a mainstream Japanese…
Social media's emerging importance in market research
Anthony Patino, Dennis A. Pitta, Ralph QuinonesThe purpose of the study is to investigate the use of social media as a new investigative tool in marketing research.
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel