Journal of Consumer Marketing: Volume 36 Issue 7

Clarifying the brand personality construct in Malaysia

Mozard Mohtar, John M. Rudd, Heiner Evanschitzky

This paper aims to investigate the variations in brand personality trait items to describe both global and local brands in Malaysia.

Improving consumers’ eating habits: what if a brand could make a difference?

Amélie Guèvremont

This research sheds light on behavioral change by demonstrating the transformative power of a brand on the process of eating behavioral change. The selected brand is Three Times a…

Effectiveness of monetary discounts: comparing quantity scarcity and time restriction

Subhash Jha, Sujay Dutta, Ahmet Koksal

This study aims to examine whether adding a quantity scarcity message to a monetary discount helps to improve consumers’ offer-related perceptions and intentions, and how the…

The beauty and the beast of consumption: a review of the consequences of consumption

Nada Nasr

The purpose of this paper is to answer the following question: What can researchers learn from consumer research that can inform them about the consequences of consumption?

Individual life events and blood giving

Meikel Soliman, Silke Boenigk

Imbedded in the life course paradigm, the purpose of this paper is to investigate which individual life events impact blood donations and to study their underlying mechanisms.

Anxiety attachment and avoidance attachment: antecedents to self-gifting

Cindy B. Rippé, Brent Smith, Suri Weisfeld-Spolter

This paper aims to enhance current understanding of motivations for self-gifting by suggesting that an individual’s attachment state from childhood upbringing impacts self-gifting…

Religiosity, values and consumer behaviour: a study of young Indian Muslim consumers

Tajamul Islam, Uma Chandrasekaran

This paper aims to examine the relationship between religiosity and consumer values, religiosity and consumer decision making styles (CDMS), and the mediating role of consumer…

How do complementarity and discount choices interact with latitude of price acceptance in price bundling?

Gordhan K. Saini, Arvind Sahay, Gurumurthy Kalyanaram

This paper aims to examine three important questions: What would be the effects of pricing at the lower end of a wide vs narrow latitude of price acceptance (LPA) on consumer…

Product performance implications of framing white space in advertising

Nazuk Sharma, Lisa Monahan

The purpose of this paper is to investigate the impact of framing white space around a product image (e.g. silver polish) and its intended effect image (e.g. tarnish-free, shiny…

Negative outcomes of positive brand relationships

Kokil Jain, Isha Sharma

This paper aims to understand how strong brand attachment can intensify the feeling of perceived betrayal, leading to brand hate after a negative experience with the brand. The…