Purpose – The purpose of this paper is to argue that firms need to reconsider application of the conventional marketing mix at the bottom of pyramid (BOP) because variables exist that impact differently on the interaction between firms and consumers at the BOP. Design/methodology/approach –...

Purpose – India has undergone dramatic changes since the economic liberalization of 1992. This study aims to provide an historical analysis to determine if consumer attitudes towards marketing practices and consumerism in India have changed measurably from 1990 to 2009....

Purpose – The study attempts to identify the common attributes of the physical retail outlets favored by Hong Kong youths and to assess the relative importance of “hard” and “soft” aspects of the retail marketing mix in appealing to this consumer segment. Design/methodology/approach...

Purpose – Consumers are constantly confronted with negative information on defective or dangerous products (product‐harm crisis): the car does not stop at the red light due to faulty brakes or the t‐shirt causes the skin to itch. This research aims to provide a holistic picture of...

Purpose – When consumers help other users of the same brand, both the brand and consumers benefit. To determine when consumer‐to‐consumer helping behaviors occur and to help managers encourage this value‐creating activity, this paper aims to investigate relationships between social...

Purpose – The purpose of this paper is to investigate psychographic, demographic and situational characteristics of Baby Boomer generation consumers, specifically in relation to their consumption of financial services. Design/methodology/approach – A survey was pre‐tested and 776 responses...

Purpose – The purpose of this paper is to propose and test a model of brand love that includes both its antecedents and its consequences. The model is rooted in a causal approach and features established consumer‐brand relationship constructs (brand identification, brand trust and brand...

Purpose – The purpose of this paper is to determine the extent to which exposure to a television commercial for an antidepressant drug (Cymbalta ® ) compared to another commercial (Weight Watchers ® ) influenced participants' knowledge of the drug (including side effects and indications) and...

Purpose – Consumer animosity is often used to explain consumers' boycott of products from a foreign country in a dispute. However, these studies are mainly cross‐sectional. The purpose of this paper is to investigate temporal changes in two distinct consumer‐animosity dimensions – i.e....