Journal of Consumer Marketing: Volume 40 Issue 1

Antecedents and consequences of brand hate: a study of Pakistan’s telecommunication industry

Saman Attiq, Muhammad Junaid Shahid Hasni, Chun Zhang

This study aims to extend the body of knowledge on brand hate and further examine its significant antecedents and consequences to investigate how brand hate affects consumers’…

Why consumers support local: moral foundations theory and identity perspective

Hyunjoo Im, Garim Lee, Jacqueline Parr

Consumers support local businesses as an ethical choice. However, consumer ethics researchers have not paid much attention to local consumption, limiting the understanding of why…

Communication strategies: encouraging healthy diets for on-the-go consumption

Charles Jebarajakirthy, Manish Das, Sharyn Rundle-Thiele, Hormoz Ahmadi

Unhealthy (vice) on-the-go (OTG) dietary practices result in potentially serious health consequences. However, research on encouraging healthy eating intentions for OTG…

Educational approaches to enable marketplace metacognition and social intelligence in subsistence consumers

Yukti Sharma, Saravana Jaikumar

Subsistence marketplace can be characterized as a marketplace with widespread cognitive and social vulnerabilities, due to low income and low literacy levels. This may result in…

Exploring the relationship between online review framing, pictorial image and review “coolness”

Onochie Fan-Osuala

This study aims to investigate coolness – a hedonic attribute – in online consumer reviews (OCRs) by exploring the relationship between OCR framing, presence of pictorial images…

A conceptual framework for co-creating memorable experiences: the metaphor of the journey

Silvia Angeloni

This study aims to propose a conceptual framework to capture the essence of memorable experiences.

I feel so embarrassed, still, I want it! The self-presentational dilemma of counterfeit luxury buyers

Sameeullah Khan, Asif Iqbal Fazili, Irfan Bashir

This study aims to examine whether counterfeit luxury buyers’ tendency to impress others overrides their anticipation of embarrassment or whether the anticipation of embarrassment…

Using gay models in mainstream media: an expanded match-up hypothesis perspective

Sydney Chinchanachokchai, Nancy Hanson-Rasmussen, Ronald J. Faber

To be successful, brands should incorporate diversity in their advertising strategy. One way is to demonstrate their support for the LGBTQI community in mainstream media. This…

The impact of cultural variability on brand stereotype, emotion and purchase intention

Alexander Jakubanecs, Magne Supphellen, James G. Helgeson, Hege Mathea Haugen, Njål Sivertstøl

This study aims to focus on an interplay of brand stereotypes (Brands as Intentional Agents Framework [BIAF]) with an aspect of culture and its impact on behavioral intentions in…

Spreading the word: exploring spiritual consumption on social media

Janine Williams, Jayne Krisjanous

The rapidly increasing practice of “sharing” and “liking” religious and spiritually inspiring content on social media platforms suggests it is engaging for consumers, but it is…

Social media discussion forums, home country and immigrant consumer acculturation: the case of Iranian immigrants in Australia

Sorush Sepehr, Jamie Carlson, Philip Rosenberger III, Ameet Pandit

Social media has transformed communication possibilities for immigrant consumers with their home country in their acculturation efforts. However, the acculturative outcomes of…