Purpose – The objective of this study is threefold. First, the authors want to use taste tests to assess how four store brands that are differently positioned compare to one national brand in terms of perceived brand equity. Second, the authors want to investigate whether brand equity of store...

Purpose – To propose and test a multi‐dimensional model of relationship commitment defined by personal and functional connections which are, in turn, driven by trust and satisfaction. Design/methodology/approach – A model is proposed to define relationship constructs better within...

Purpose – The first objective was to find out to what extent consumers reveal an effect of strategic and tactical cause‐related marketing on brand loyalty. Second, the article seeks to assess the moderating role of consumer involvement with a product on the relationship between...

Purpose – The intent of this article is to explore if there is a difference between American Jewish consumers and American non‐Jewish consumers in the use of word of mouth and brand loyalty in response to the purchase of durable goods (automobiles). Additionally, this article aims to explore...

Purpose – With the average consumer receiving six million marketing messages each year, it is increasingly difficult for marketers to achieve their desired impact. The purpose of this article is to provide ideas on sustaining brand loyalty in a crowded marketplace. Design/methodology/approach...

Purpose – The intent of this article is to explore whether there is a difference between African Americans and non African‐Americans in the use of word‐of‐mouth and brand loyalty in response to the purchase of durable goods (automobiles). Additionally, this article looks to explore...

Purpose – Past consumer behavior researchers contend that there is a significant relationship between a consumer's religious affiliation and a number of consumption related variables. Based on Worthington et al. 's multi‐dimensional approach this paper aims to examine the concept of consumer...

Purpose – The consumer culture in recent times has evolved into one of the most powerful ingredients shaping individuals and societies. Although the behavioural intentions and purchase decisions related models continue to dominate research and managerial practice, a deeper look indicates that...

Purpose – The purpose of this paper is to explicate the psychological motivations underlying this influence as well as to provide empirical evidence of it. Individuals' consumption psychology and investment psychology have been traditionally viewed as rather separate realms. However,...