Journal of Consumer Marketing: Volume 37 Issue 4

Music subculture as a source of conspicuous consumption practices: a qualitative content analysis of “altered movement” songs and music videos

Fernando Rey Castillo-Villar, Judith Cavazos-Arroyo, Nicolas Kervyn

The purpose of this study is to focus on analyzing the role of music subcultures in the communication and promotion of conspicuous consumption practices. The object of study is…

Exploring IKEA effect in self-expressive mass customization: underlying mechanism and boundary conditions

I-Ling Ling, Yi-Fen Liu, Chien-Wei (Wilson) Lin, Chih-Hui Shieh

This study aims to understand the underlying mechanism and boundary conditions of the IKEA effect in self-expressive mass customization (MC). It examines the effect of the extent…

Drivers and inhibitors of the compromise effect – a conceptual overview

Victor Andrej Schliwa, Raluca Ciornea

This paper aims to review numerous known drivers and antecedents of compromise behavior, proposing a basic categorization of the various contributions. This is done with the goal…

Consumer legitimacy: conceptualization and measurement scales

Arilova A. Randrianasolo, Mark J. Arnold

This paper aims to propose the concept of consumer legitimacy, develops scales to measure this concept and shows its utility and relevance in the international marketing field.

What motivates members to transact on social C2C communities? A theoretical explanation

Deepak Trehan, Rajat Sharma

This paper aims to investigate the consumer motivation to buy products on consumer-to-consumer (C2C) communities on social networking sites (SNSs). These transactions involve no…

Collaborative consumption, social distance and the extended self

Michael Frechette, Mark Arnold, Andrew Kaikati, Nitish Singh

This paper aims to look at the exchange context of peer-to-peer (P2P) collaborative consumption (e.g. Uber and Airbnb). Specifically, the paper examines the effect that the…

Shaping consumer perception: effects of vertical and horizontal packaging alignment

Jannick Bettels, Janina Haase, Klaus-Peter Wiedmann

Packaging represents an essential issue for marketers in terms of effectively communicating the product’s benefits, especially in the case of organic food products. Because of…

The effect of disparaging humor and offensiveness in hijacked advertising: the moderating effect of ad hijacking recognition

Sweta Thota, Ricardo Villarreal

What happens when an ad parody is created with subtle, professional changes to text and imagery, making it almost indistinguishable from the original corporate brand ad? This…

Customer gratitude in relationship marketing strategies: a cross-cultural e-tailing perspective

Kyle A. Huggins, Darin W. White, Betsy Bugg Holloway, John D. Hansen

This study aims to examine how an organization’s Web-based marketing communication strategies drive feelings of customer gratitude and desired behavioral responses. The study…

A measure of the implicit value of privacy under risk

Alisa Frik, Alexia Gaudeul

Many online transactions and digital services depend on consumers’ willingness to take privacy risks, such as when shopping online, joining social networks, using online banking…