To use or not to use a disliked gift is a dilemma for recipients. Their choice will affect their relationship with the giver as well as marketing and business. However, the study of this topic is scarce in the consumer behavior discipline. Through a survey on 1269 adults in Ecuador, a Latin...

This study examines gender differences in the online purchasing behavior of consumers who purchase digital and non-digital goods. The research model builds upon the extended unified theory of acceptance and use of technology (UTAUT2), adding two key e-commerce variables: perceived risk and...

Postmodern consumers use brands to create an authentic self and to reconnect to place, time, culture and others. Although previous research has identified that consumers draw on a range of cues in order to attribute authenticity to branded objects, no scales exist to measure the construct of...

Prior studies on attitudes towards brand extensions focus mainly on the effects of the perceived fit between the brand extension and the extension category. This exploratory paper contributes by describing two studies of how the following four extension category characteristics affect consumers'...

The main purpose of this study is to increase understanding of teenagers' self perception on attitudes toward luxury brands. The study investigates how social consumption motivations affect teenagers' attitudes toward luxury brands, how teens' self concepts can influence social consumption...

Research on valued possessions tends to concentrate on only one phase of the consumption cycle at a time (acquisition, consumption or disposition) and largely neglects consumers' varying experiences of their special possessions over time. The present study uses phenomenological interviews to...