Journal of Consumer Marketing: Volume 31 Issue 6/7

Others’ environmental concern as a social determinant of green buying

This paper aims to achieve a better understanding of the social dimension underlying green purchasing behavior by assessing the impact of environmental concern ascribed to…

What type of relationship do we have with loved brands?

The purpose of this paper is to provide a discussion, testing and comparing two different relationship theories and their underlying scales as applied to brand love. Current brand…

Does feeling holier than others predict good deeds? Self-construal, self-enhancement and helping behavior

The purpose of this paper is to examine the relationship between self-enhancement and helping behavior/intentions. Some people are more inclined than others to engage in helping…

Gossip, self-monitoring and fashion leadership: comparison of US and South Korean consumers

– The purpose of this study was to investigate tendency to gossip, self-monitoring and fashion leadership among young adult consumers in two cultures: US and South Korean.

Reviewer online engagement: the role of rank, well-being, and market helping behavior

– The purpose of this paper is to examine the impact of a retailer-managed ranking system on product reviewers’ well-being and its relationship to customer engagement.

A matter of love: consumers’ relationships with original brands and their counterfeits

This paper aims to explore brand personality relationships in the context of original versus counterfeit products. Specifically, it investigates consumers’ perception of both…

Joint consumption challenges in groups

This study aims to develop a new general framework of the challenges for decision making in groups. Unlike most research focused on individual consumption, this study takes a…

Application of regulatory focus theory to search advertising

The purpose of this paper is to test the utility of regulatory focus theory principles in a real-world setting; specifically, Internet hosted text advertisements. Effect of…

Spanning the gap: an examination of the factors leading to the green gap

This research aims to explore the factors that lead to the prevalence of the green gap. Currently, an overwhelming majority of consumers voice concern about the state of the…

Consumers’ attitude and behavior towards online music piracy and subscription-based services

This paper analyzes consumers’ attitudes and behaviors towards online piracy and their willingness to try subscription-based music services. The objective is to develop and test…

Consumption experience outcomes: satisfaction, nostalgia intensity, word-of-mouth communication and behavioural intentions

The aim of the present study is to investigate the impact of the different aspects of consumption experience on various post-consumption variables (i.e. satisfaction, nostalgia…

Estimating individual promotional campaign impacts through Bayesian inference

The purpose of this paper is to estimate individual promotional campaign impacts through Bayesian inference. Conventional statistics have worked well for analyzing the impact of…

Winning the Story Wars

Marketing to the Ageing Consumer: The Secrets to Building an Age-Friendly Business

Neuro-Sell: How Neuroscience can Power Your Sales Success

Unconscious Branding: How Neuroscience Can Empower (and Inspire) Marketing

Customer Experience 3.0

Methods of Persuasion: How to Use Psychology to Influence Human Behavior