Purpose – Consumer sovereignty assumes that consumers have adequate product information and are able to understand that information in order to make an informed choice. However, this is not the case when consumers are confused. Recently, Walsh et al. identified dimensions of consumer confusion...

Purpose – This paper aims to examine the concept of “consumer animosity”, model its antecedents, and assess its influence on intention to purchase. Design/methodology/approach – Survey questionnaires were distributed by a quasi‐random sample of school pupils across Taiwan to an adult...

Purpose – The purpose of this paper is to investigate the satisfaction consequences in repurchase situations. Design/methodology/approach – Online travel services are chosen because customers in these types of services had direct contact with firms. A conceptual model of CS‐RPI link is...

Purpose – Current research has largely overlooked importance as a meta‐attitude consumers develop from related judgments. Drawing from observations by consumer theorists and attitude strength researchers, the present study seeks to investigate the formation and effect of attitude importance...

Purpose – Whereas much previous research focuses on the ways consumers strive to gain social approval, consumption that may result in social disapproval must be considered. In order to do so, the purpose of this paper is to explore consumers' self‐concepts within a risky consumption context,...

Purpose – This paper aims to understand the reciprocal spill‐over effects of brand extensions by testing a comprehensive model that gathers both the brand extension evaluation process and the later influence on brand image. Design/methodology/approach – Data were obtained from 699...

Purpose – This study aims to investigate interrelationships among perceived service fairness, emotions and behavioral intentions in a restaurant context. Design/methodology/approach – Data were collected from two casual dining restaurants in the USA. The data were analyzed following Anderson...

Purpose – This paper aims to provide an adequate instrument to measure involvement, its antecedents and its impact on behaviours relating to ethical product consumption, using the case of fair trade. Design/methodology/approach – Based on an in‐depth analysis of the involvement literature...

Purpose – The purpose of this paper is to investigate how brand equity levels influence the evaluation of continuous vs discontinuous innovation of new products and the moderating effects of consumer's product category knowledge (PCK). Design/methodology/approach – A 2×2 between‐subjects...

Purpose – The purpose of this paper is to examine differences between Hispanic and Asian immigrants and their preferences in the appearance of and interaction with salespeople. Design/methodology/approach – A total of 171 female Hispanic and 153 Asian female retail consumers in a midwestern...