Journal of Consumer Marketing: Volume 35 Issue 3

Using message strategy to drive consumer behavioral engagement on social media

Wondwesen Tafesse, Anders Wien

This study aims to examine how message strategy influences consumer behavioral engagement in social media. To this end, the study develops a comprehensive typology of branded…

Making inconsistent worlds: a conceptual framework for co-competition

Jacob L. Hiler, Laurel Aynne Cook, William Magnus Northington

This paper aims to investigate the phenomenon of co-competition, within service-dominant logic, whereby multiple parties with mutually exclusive goals compete for the rights to…

A dualistic view of brand portfolios: the company’s versus the customers’ view

Per Åsberg

Brand architecture and brand portfolios have been regarded as absolute entities to be analysed from the company’s perspective. The purpose of this study is to question such a…

Benefits of corporate social responsibility

Sarah Alhouti, Giles D’Souza

The purpose of this paper is to determine how consumers benefit from corporate social responsibility (CSR) and whether spiritual benefits are a stronger outcome of CSR.

Antecedents and pro-environmental consumer behavior (PECB): the moderating role of religiosity

Shahid Nakib Bhuian, Sujeet Kumar Sharma, Irfan Butt, Zafar U. Ahmed

The purpose of this study is to examine the predictabilities of five intra-personal factors to predict pro-environmental consumer behavior (PECB) and the moderating role of…

Exploring the role of anticipated emotions in product adoption and usage

Debora Bettiga, Lucio Lamberti

This study aims to explore the role of positive and negative anticipated emotions on adoption and continued usage of consumer products. The components of value eliciting…

Using gerontographics to explain consumer behaviour in later life: evidence from a Thai study

Thuckavadee Sthienrapapayut, George P. Moschis, Anil Mathur

The purpose of this study is to test the efficiency of the “gerontographics” model in predicting selected consumer behaviours in older adults.

Age differences in responsiveness to shocking prosocial campaigns

Jeanne Albouy, Jean-Marc Décaudin

This paper aims to study age differences in responsiveness to shocking prosocial campaigns. It specifically investigates the differences between seniors and young adults regarding…

Impact of fashion innovativeness on consumer-based brand equity

Eunjoo Cho, Ann Marie Fiore, Ui-Jeen Yu

This study aims to examine the relationships between fashion innovativeness (FI) and brand image dimensions (cognitive, sensory and affective associations) for favorite…