Journal of Consumer Marketing: Volume 39 Issue 5

What social media sentiment tells us about why customers churn

James Lappeman, Michaela Franco, Victoria Warner, Lara Sierra-Rubia

This study aims to investigate the factors that influence South African customers to potentially switch from one bank to another. Instead of using established models and survey…

“Dear diary … the covid-19 is turning us into hybrids”: exploring consumers’ hybridity facets during the pandemic

Manel Hakim Masmoudi, Arij Jmour, Nibrass ElAoud

This study aims to examine different levels of consumer’s hybridity, which is gaining popularity during the current COVID-19 pandemic.

Why do consumers free ride? Investigating the effects of cognitive effort on postpurchase dissonance

Costanza Nosi, Lamberto Zollo, Riccardo Rialti, Cristiano Ciappei

Building on the theoretical paradigms of consumer free-riding and cognitive dissonance, this study aims to evaluate whether consumers’ cognitive effort when making a purchase…

Using mobile while shopping in-store: a new model of impulse-buying behaviour

Simone Aiolfi, Silvia Bellini, Benedetta Grandi

The purpose of this paper is to develop a comprehensive model of impulse-buying that considers the impact of mobile device use on shopping behaviour as a tool for shopping…

Moral identity and engagement in sustainable consumption

Laura Salciuviene, Jūratė Banytė, Mantas Vilkas, Aistė Dovalienė, Žaneta Gravelines

This study aims to identify the effects of moral identity on consumer engagement in sustainable consumption, and discover any moderating gender effects. The authors deploy regret…

Fanning the flames: understanding viral content after brand transgressions

Kimberly V. Legocki, Kristen L. Walker, Meike Eilert

This paper aims to contribute to the emerging body of research on firestorms, specifically on the inflammatory user-generated content (UGC) created in response to brand…

Antecedents of sustainable fashion apparel purchase behavior

Pradeep Kautish, Arpita Khare

This study aims to examine cosmopolitanism, global social identity, green peer and social media on green apparel knowledge and sustainable fashion perception. Further, it explored…

Green brand ambidexterity and consumer satisfaction: the symmetric and asymmetric approach

Jing A. Zhang, Shijiao Chen, Sara Walton, Sarah Carr

Consumer satisfaction towards a brand is one of a firm’s important performance outcomes. However, building a strong green brand to foster consumers’ satisfaction is often…

“Do you eat insects?” Acceptance of insects as food by children

Valérie Hémar-Nicolas, Gaëlle Pantin-Sohier, Céline Gallen

While recent academic research on entomophagy has predominantly focused on adults, the purpose of this child-centred research is to obtain a better understanding of young consumer…

How fakes make it through: the role of review features versus consumer characteristics

Shabnam Azimi, Kwong Chan, Alexander Krasnikov

This study aims to examine how characteristics of an online review and a consumer reading the review influence the probability that the consumer will assess the review as…

Regret and self-peer-brand frustration in masstige collaborations: the case of missed purchases because of stock-out

Monica Mendini

Partnerships between luxury brands and mass-market retailers, termed masstige collaborations, are the last frontier of promoting brand popularity. The new products launched during…

You’re getting warmer: examining a “warmth effect” as antecedent to cause-related purchase intentions for sport-themed CRM

Ron G. Christian, Samer N. Sarofim, Brian S. Gordon, Piotr S. Bobkowski

The purpose of this paper is to examine how exposure to a cause-related marketing (CRM) initiative involving sport teams affects attitude formation for the team and its…