Journal of Consumer Marketing: Volume 29 Issue 5

Does cultural similarity matter? Extending the animosity model from a new perspective

This research seeks to extend the animosity model of foreign product purchase by examining the direct and moderating effects of cultural similarity in consumers' product judgment…

A mixed method approach to understanding the role of emotions and sensual delight in dining experience

This paper aims to use a mixed method approach to understand the role of emotions and sensual delight in influencing satisfaction and intention. The setting for the study is…

Examining world market segmentation and brand positioning strategies

This paper aims to examine the conceptual as well as empirical linkages between segmentation bases and brand positioning strategies in the context of discussing practical…

The effects of brand‐cause fit and campaign duration on consumer perception of cause‐related marketing in Japan

This study's first objective is to experimentally examine the effect of brand‐cause fit and campaign duration on company and brand image, commercial objectives and buying…

Exploring the role of anticipated guilt on pro‐environmental behavior – a suggested typology of residents in France based on their recycling patterns

So far, few studies dealing with the determinants of pro‐environmental behavior have examined the impact of emotional variables. This research aims to extend previous work on the…

Investigating consumers' responses to the Great Recession

This study aims to explore the economic impact of the Great Recession on consumers' economic attitudes and behaviors.

Reputation Rules

Cracking the Code: Leveraging Consumer Psychology to Drive Profitability

Customer Centricity: What It Is, What It Isn't, and Why It Matters

The Best Digital Marketing Campaigns in the World

Turning the lastest whizbang web site into a marketing success

Editorial