Journal of Consumer Marketing: Volume 34 Issue 1

Escaping the corner of death? An eye-tracking study of reading direction influence on attention and memory

Monica D. Hernandez, Yong Wang, Hong Sheng, Morris Kalliny, Michael Minor

The authors aim to examine the effect of location-driven logo placement on attention and memory on the web addressing differences between individuals that read unidirectionally…

Unethically keeping the change while demeaning the act

Lifeng Yang, Scott Vitell, Victoria D. Bush

In this research, the authors aim to identify a situation when a consumer’s judgment of unethical behavior is not consistent with their intention to act ethically.

The effects of temperature cues on charitable donation

Dipankar Rai, Chien-Wei (Wilson) Lin, Chun-Ming Yang

This paper aims to investigate how the perception of physical coldness (vs warmth) influences consumers to make charitable donations.

Effect of intergroup-based emotions on attitude towards cross-ethnic products

Adesegun Oyedele, Monica D. Hernandez

While researchers have argued that multicultural marketplaces are conceptually different from other types of marketplaces, the marketing literature has only recently begun to…

The evolving gift-giving practices of bicultural consumers

May Aung, Xiying Zhang, Lefa Teng

The purpose of this study is to offer a better understanding of contemporary consumer behaviour. This study relates to the complex and value-laden phenomenon of “gift-giving” from…

Role of brand names and product types on bicultural consumers’ purchase intentions

Emi Moriuchi, Paul R. Jackson

The purpose of this study is to examine the role of brand names and product types on bicultural’s purchasing intention. In cross-cultural marketing, a current popular position…

Promoting or protecting my brand: the identity-expression and fear-of-imitation conflict

Veronica L. Thomas, Christina Saenger

The purpose of this paper is to examine the conflict between consumers’ need to spread word-of-mouth about brands to express identity and the motivation to protect identity-linked…

Influence of consumers’ brand expectations on apparel brands’ US-based sourcing strategy

Gargi Bhaduri

This study aims to understand how consumers evaluate Made in USA messages that are congruent/incongruent to consumers’ prior expectations about the brand’s US-based sourcing…