Purpose – Increasing numbers of consumers are expressing concerns about reports of questionable corporate practices and are responding through boycotts and buycotts. This paper compares competing theories of consumer empowerment and details findings that examine the applicability of the theory...

Purpose – To analyse the power that a virtual brand community exerts over a brand of a mass‐marketed convenience product. To draw implications about the strategy that a company can employ facing this power shift. To track emerging trends in virtual brand communities applied to convenience...

Purpose – The paper explores how the complex relationship between consumption and production evolves as women enact their roles as mothers, and reconstruct their self‐identity through their use or avoidance of convenience products. Design/methodology/approach – Qualitative, individual...