Purpose – This paper aims to contribute to the special issue theme by analysing intentional non‐consumption through anti‐consumption and consumer resistance lenses. Design/methodology/approach – A total of 16 in‐depth interviews with women who intentionally practise non‐consumption...

Posits a stagewise learning process involved in the building of brand equity: brand birth; the creation of brand awareness and associations; the building of quality and value perceptions; the emergence of brand loyalty; and the launching of brand extensions. Also reports on an empirical study...

Purpose: The purpose of this paper is to investigate the effect of original equipment manufacturing (OEM) suppliers’ electronic integration with global customers on their capability widening, following the literature on electronic integration, firm innovativeness, product modularity and...

Purpose: To understand the effectiveness of electronic word of mouth, the purpose of this paper is to examine how high- vs low-knowledge consumers judge and attribute the credibility of positive and negative online reviews by drawing upon accessibility–diagnosticity theory and attribution...