Purpose: This paper aims to investigate whether anthropomorphized (i.e. humanized) brands are judged less negatively for competence failures than for moral lapses and how these ethical judgments impact negative word-of-mouth (NWOM) intentions of less-lonely and more-lonely consumers....

Buyers often procure products and services from suppliers in low cost countries like India and China. Such overseas procurement, or offshoring, offers significant direct cost savings vis-à-vis in-house production. Historically, offshoring was primarily confined to manufactured goods. However,...

The concept of customer satisfaction occupies a central role in the marketing discipline. Not surprisingly, researchers have produced an impressive body of literature that focuses on the causes and consequences of satisfaction. In marketing, the antecedents of satisfaction have been investigated...

Multiple regression models continue to be widely used in marketing. Within the regression framework, researchers have to grapple with and resolve several contentious issues. For example, multicollinearity, non simultaneous estimation of parameters, inherent measurement error in independent...

Purpose – The paper aims to investigate the role of uncertainty avoidance (UA) as a moderator of Prospect Theory’s reflection effect (i.e. the simultaneous choice of a sure gain and a risky loss). We expect that higher-UA consumers, seeking certainty, will shun risk across both gains and...