Purpose – The aim of this paper is to consider business schools and to elicit whether, in seeking differentiation, rankings are more desirable than brand personality and whether silver medal winner effects exist in the perceptions of brand personalities. Design/methodology/approach –...

Purpose – The purpose of this paper is twofold: to outline and analyse the issue of gender differences in supermarket choice; and to demonstrate the nascent CaRBS technique as an appropriate analysis tool on incomplete data. Design/methodology/approach – The paper presents a CaRBS analysis of...

Purpose – The main research question of the paper is to determine whether technology nowadays is overcome by customer preferences and needs. In particular, the role of the brand is to be analysed with respect to its influence in shifting customer preferences from the technical performances...

Purpose – Although dysfunctional behaviors by customers is increasingly being recognized by both scholars and practitioners, “illegitimate” complaining, in the form of fraudulent returns by customers, is under‐researched. The aim of this study is to address this gap in extant knowledge...

Purpose – The purpose of this paper is to analyse how five price image dimensions influence shopping intentions for different store formats. Design/methodology/approach – In total, 306 espondents evaluated three stores from a list of 18 retailers on a multiple‐item scale, resulting in 918...

Purpose – By examining the behaviours of cynical consumers and the factors that give rise to them, the paper's aim is to highlight the potential impact of consumer cynicism on firms and to investigate the possibility of influencing the evolution of those behaviours over time....

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 study sets out to employ a cross‐cultural perspective to explore alternative explanations in the development of the online repurchase intentions model. Design/methodology/approach – The proposed constructs of alternative models deal with key online consumer behavior...

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...