Journal of Consumer Marketing: Volume 38 Issue 3

Exploring lack of closure as a brand transgression

Jacqueline Burgess, Christian Jones

This study aims to contribute to research into narrative brands by investigating if the lack of closure in the ambiguous season two’s ending of the Australian television series…

Measuring personality congruency effects on consumer brand intentions in celebrity-endorsed brands

Nilesh Arora, Sanjeev Prashar, Sai Vijay Tata, Chandan Parsad

Brand managers frequently use well-known celebrities to position their brands and capture consumers’ attention to improve the brand’s market share. The attachment of a celebrity…

The effects of matching empty ad space color to featured product’s color on consumer buying impulse

Nazuk Sharma

The purpose of this paper is to investigate how matching an ad’s empty space color specifically to that of the advertised product’s color (instead of leaving it white) impacts…

Television viewing and conspicuous consumption of households: evidence from India

Avinash Kumar, Rajeev Kumra

The purpose of this paper is to empirically examine the effect of television viewing duration of a household on its annual category-level conspicuous consumption and also the…

Preparing for a crisis: examining the influence of fear and anxiety on consumption and compliance

Elyria Kemp, My (Myla) Bui, McDowell Porter, III

This research aims to examine the unique emotional distress experienced during the coronavirus (COVID-19) outbreak. It explores the role of fear and anxiety, what fueled it and…

Shopping well-being: the role of congruity and shoppers’ characteristics

Kamel El Hedhli, Imene Becheur, Haithem Zourrig, Walid Chaouali

Although shopping well-being has become a focal construct in retail shopping studies, little is known about the key drivers of this construct. This study aims to further discern…

Will a green color and nature images make consumers pay more for a green product?

Manoshi Samaraweera, Jeanetta D. Sims, Dini M. Homsey

Would a green color label increase the dollar amount consumers are willing to pay for a green product? Would nature images (such as a leaf or flower) on the label have the same…

Contrasting profiles of product returners and keepers

Dong Hwan Lee

This paper aims to investigate whether the consumers who return a product and those who end up keeping a product after experiencing post-purchase dissonance (PPD) possess distinct…

Developing brand advocacy through brand activities on Facebook

Youngtae Choi, Michael W. Kroff, Junga Kim

This paper aims to investigate how brands’ social media activities (credible content delivery, co-creation and responsiveness) impact brand advocacy. The paper also examines the…

When time pressure counters the zero price effect

John Bowman Dinsmore, Scott A. Wright, Daria Plotkina

The freemium pricing model is dominant in digital products such as mobile applications. While limited evaluation of a product such as when a consumer is under time pressure, has…