Journal of Consumer Marketing: Volume 38 Issue 4

Why do consumers engage in online brand communities – and why should brands care?

Danita van Heerden, Melanie Wiese

The purpose of this paper is to explore consumers’ motivations for engaging in Facebook brand communities, and what outcomes brands can gain from online engagement.

The effects of online tactile information source for low-touch products on consumer responses

Carmela Donato, Maria Antonietta Raimondo

This paper aims to analyze the effects of web communities vs company websites in providing tactile information considering different types of product in terms of touch…

Effects of self-brand congruity and ad duration on online in-stream video advertising

Todd A. Holmes

The purpose of this study is to examine the impact of self-brand congruity and ad duration on the effectiveness of in-stream online video advertisements.

The impact of message framing and perceived consumer effectiveness on green ads

Ceren Ekebas-Turedi, Elika Kordrostami, Ilgım Dara Benoit

The purpose of this study is to investigate the impact of ad message framing (self-benefit vs other-benefit messages) and perceived consumer effectiveness (PCE) on green…

To forgive or retaliate? How regulatory fit affects emotional reactions and repurchase decisions following product failures

Gizem Atav, Subimal Chatterjee, Rajat Roy

When a product fails out of negligence on the seller’s part, consumers can either retaliate against the seller, more so if a third party encourages them to do so, or forgive the…

The old and the beautiful: senior women’s exposure to models in advertisements and the impact on their identity

Bénédicte Bourcier-Béquaert, Corinne Chevalier, Gaëlle Marie Moal

This study aims to examine how exposure to female models in advertisements can create identity tensions in senior women and how they manage the comparison and develop different…

The millennial customer journey: a Phygital mapping of emotional, behavioural, and social experiences

Cristina Mele, Tiziana Russo-Spena, Marco Tregua, Cristina Caterina Amitrano

The wider possibility of connectivity offers additional opportunities for customers to experience value propositions. The online world is only one side of the customer experience…

Social media interactions and brand luxuriousness: the role of materialism

Giuseppe Colella, Cesare Amatulli, María Pilar Martínez-Ruiz

This study aims at investigating how the level of brand–consumer interaction between luxury brands and consumers on social media may affect the perception of brands’…

Consumer confusion: a systematic review and research directions

Vishakha Chauhan, Mahim Sagar

The purpose of this paper is to systematically review and analyse extant marketing literature on consumer confusion to propose an integrated conceptual framework and highlight…

Impact of individual and brand level factors in generation of different user-generated content

Kemal Cem Soylemez

This study aims to categorize user-generated content (UGC) based on the target audience, namely, brand-oriented content (BOC) and community-oriented content (COC). By using the…