In three studies, we examined the effect of experiential purchases on nostalgia by influencing the construal of experiential purchases as more meaningful life moments than their material counterparts. In study 1 and 2, participants were randomly assigned to an experiential or a material purchase...

The paper examined the relationship between social media and purchase intention and the mediation role of brand equity within Ghana’s fashion industry. The study was quantitative and employed the survey methodology to sample the views of 500 fashion customers. Statistical Package for Social...

The aims of this time-lagged study are twofold, first to identify the effect of perceived justice (as a second-order construct) on recovery satisfaction and customer affection; secondly, to investigate the effect of customer affection and recovery satisfaction on customer’s re-patronage...

In South Africa the adoption and growth of online shopping is relatively slow. The primary objective of this study was to investigate possible perceived risk barriers that might influence the online shopping behaviour of technologically enabled Generation Y South African consumers. Perceived...

Until recently, studies regarding e-banking transactions have focused more on motivational factors that trigger the intention to accept and use the e-banking transaction, rather than the de-motivational factors that propel the action. However, in the developing countries like Sub-Sahara...

Despite the significant growth of e-commerce in recent years, especially in the business-to-consumer (B2C) online retail sector, its positive and negative environmental implications are unclear from previous research. To understand the environmental impacts of e-commerce, two conceptual models...

This research examined the effects of the COVID-19 pandemic on social media marketing in India. There is little research on the impact of a pandemic on consumer behaviors. To address this gap, this exploratory study surveyed Indian consumers’ social media behaviors. Observations from 313...

Globally, concerns regarding consumers’ food quality and safety have increased. There is an increase in the search of alternative healthy and safe food that also enhances immunity. Organic food eliminates most of the concerns that consumers have. Market experts expect the Indian domestic...

The purpose of the study attempts to assess consumer reactions by classifying anthropomorphized messages according to the authenticity of a human brand with which they are associated. And also the study to investigate the causal relationship between attributions of human brand and consumer-brand...

With the emergence of online social networks and entrepreneur projects, crowdfunding is gaining popularity to raise money for a new project. In the online crowdfunding platform, the members (including project initiators and supports) share ideas to solve a problem and create favourable exchange...