Purpose – This paper aims to extend a widely used stochastic model of purchase loyalty to include covariates such as demographics, psychographics and geodemographics. Potentially, this allows covariates to explain variations in brand performance measures (BPMs) such as penetration/reach,...

Purpose – The purpose of this paper is to discuss the main reasons driving the anti‐vaccination movement (AVM) and relate similarities and differences of the AVM with the anti‐consumption of other products. Design/methodology/approach – The paper conducts thematic analysis of various...

Purpose – This paper aims to report on the construction of a scale to measure a firm's stance towards creative consumers; that is, customers who adapt, modify or transform a proprietary offering. Design/methodology/approach – A measurement instrument, called the 3As, is developed to assess...

Purpose – This paper aims to examine consumption behavior to understand how individuals become culturally plural consumers through exploratory research conducted in one of the world's most urban multi‐cultural environments, the UAE. As a starting point consumption was deemed as...

Purpose – Aims to examine the proposition that consumer sales promotions are more effective when they provide benefits that are congruent with those of the promoted product. This proposition is considered at the ethnic‐group level (i.e. do differences in cultural values at this level have an...