Table of contents
Impact of consumers’ effort investments on buying decisions
Vishal Lala, Goutam ChakrabortyThis study aims to explore the effect of amount of effort invested by consumers toward the purchase of a product on the amount they will spend on the product. Authors argue that…
The effects of second screen use on sponsor brand awareness: a dual coding theory perspective
Jonathan A. Jensen, Patrick Walsh, Joe Cobbs, Brian A. TurnerThe purpose of this paper is to investigate how simultaneous use of devices such as personal computers, tablets and smartphones impacts the sponsors that receive brand integration…
A closer look into the materialism construct: the antecedents and consequences of materialism and its three facets
Sigal Segev, Aviv Shoham, Yossi GavishThis study aims to unbundle the materialism construct into its three facets – centrality, success and happiness – to provide a fine-grained model that delineates the relationship…
From trait to state: understanding privacy concerns
Jennifer Fries Taylor, Jodie Ferguson, Pamela Scholder EllenThe purpose of this paper is to advance our understanding of how information privacy concerns are derived from the combination effects of individual traits, compound traits…
The influence of marketing on consumption behavior at the bottom of the pyramid
Anand Kumar Jaiswal, Shruti GuptaThis paper aims to explore the nature and degree to which marketing affects consumption behavior of bottom of the pyramid (BOP) population. The objective of the study is to…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel