Purpose: The purpose of this paper is to examine the interaction effects of spokes-character dynamism (high vs low) and brand personality (sincere vs competent) on consumers’ evaluation and the mediating role of processing fluency. Design/methodology/approach: Two experiments were conducted...

Purpose – This paper seeks to explore factors that can help generate a bigger ripple for diffusive Word‐of‐Mouth (WOM) in an online environment. Specifically, the paper aims to demonstrate how the characteristics of WOM information influence the ripple effect. Design/methodology/approach...

Purpose – Consumers use cues to assess whether a recovery is effective. Prior literature on service recovery has focused mainly on individual-related factors. This paper aims to study how other consumers in the same failure and recovery influence an individual consumer to evaluate the firm ' s...

This paper studies the causal relationship between dependence and power in the context of marketing channels in China in the setting of department stores and their suppliers. The hypothesized relationship that a channel member's power is derived from the other's dependence in the channel dyad,...

Purpose – To investigate the impact of situational factors on mall shoppers' buying decisions. Design/methodology/approach – Based on Belk's framework on situational factors in a sales situation, the study employed a dataset of mall shoppers in the USA, China and Hong Kong and logistic...

Purpose – The purpose of this paper is to further current understanding of the relationship between consumption attitudes and new product adoption and how the relationship may be contingent upon consumers' other characteristics. Design/methodology/approach – Following a contingency...