Table of contents
Do consumers dig it all? The interplay of digital and print formats in media
Anjala S. Krishen, Sheen Kachen, Michael Kraussman, Zeenath HaniffThis study aims to explore consumers’ motivations in the adoption of either print or digital forms of media, given the fluctuation of trends and attitudes in magazine consumption…
Brave new World of Warcraft: a conceptual framework for active escapism
Andrew Kuo, Richard J. Lutz, Jacob L. HilerThis paper aims to investigate the phenomenon of active escapism – a unique form of experiential consumption that engages fantasy and role-play as a means of coping. In contrast…
Luxury implications of showcasing a product with its “cast” shadow
Nazuk SharmaThis paper aims to investigate the role of showcasing a product with its cast shadow (formed in the ad’s background by the advertised product) on consumer product perceptions.
Price promotions and products with low consumer ratings
Hsiao-Ching Kuo, Chinintorn NakhataPrevious research indicates the aversive effect of low consumer ratings on consumers’ purchasing decisions. This paper aims to apply decision justifiability theory to investigate…
Differentiating customer engaging behavior by targeted benefits – an empirical study
Corina Braun, Verena Batt, Manfred Bruhn, Karsten HadwichRelationship marketing scholars and managers have recognized the potential of customer engagement to enhance business performance and customer value. Therefore, the purpose of…
Motivations leading to customer citizenship behavior in services: scale development and validation
Laee Choi, Sherry LotzThe purpose of this study is to better understand customer citizenship behavior (CCB) motivation through the development and validation of a new scale to measure the CCB…
Buying organic – decision-making heuristics and empirical evidence from Germany
Andrea K. MoserIdentifying the drivers that positively influence consumption of organic products is of utmost importance to reach consumers beyond the niche. Therefore, this study aims to…
GREEN consumption values and Indian consumers’ response to marketing communications
Ainsworth Anthony Bailey, Aditya Mishra, Mojisola F. TiamiyuThis paper aims to report on a study that assessed Indian consumers’ response to green marketing communications, based on their GREEN consumption values. GREEN (Haws et al., 2014…
Grocery shopping, a one man job? Understanding the single shopper
Ayesha Tariq, Giles D’Souza, Arthur W. AllawaySingle males and females are an under-studied segment of grocery shoppers. This study aims to compare the shopping habits of single males with single females and couples.
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel