Purpose – The purpose of this study is to examine the simultaneous effects of the product, brand, and vendor trust beliefs on consumers' online intentions, i.e. the intention to purchase and the intention to provide personal information online. Design/methodology/approach – The study uses an...

Purpose – The paper focuses on resistance driven by animosity toward a country due to cultural, political, military and economic reasons. Previous research has linked animosity toward a given country to explicit judgments and purchases of products from that country, thus ignoring the...

Purpose – This paper aims to investigate collective identity construction process and applicability of resistance dimensions to the Freegan phenomenon. Design/methodology/approach – Data triangulation approach combines netnography of the Freegan online discourses, and content analysis of...

Purpose – This paper aims to examine how dumpster divers' practices and tension‐resolution strategies facilitate their construction of resistant‐consumer identities outside the dominant paradigm of consumer choice. Design/methodology/approach – Interview data were interpreted with the...

Purpose – The purpose of the paper is to investigate the nature of linkages between characteristics of a service and customer consequences and elicit the types of such linkages. Design/methodology/approach – The paper builds on current research on linkages and customer consequences within...

Purpose – This study seeks to examine the nature of consumers' perceptions of the value they derive from the everyday experiential consumption of mobile phones and how mobile marketing (m‐marketing) can potentially enhance these value perceptions. Design/methodology/approach – Q...

Purpose – Existing research on sponsorship effects shows that the congruence (i.e. fit) between sponsor and sponsored cause is critical for a change in brand image. Congruence between sponsor and sponsored cause is seen as static in nature. From a dynamic perspective it is unclear why...

Purpose – The purpose of this paper is to explore the different segments of consumers in the Islamic financial services industry (IFSI) and their relationship with product/brand positioning for Islamic financial services (IFS). Design/methodology/approach – In‐depth interviews were...

Purpose – Academic literature generally regards the brand name element as central to consumer brand equity. Unfortunately scant research has been carried out to justify such a position for established products and services. The purpose of this study is to address this research gap....

Purpose – Price deals are typically presented in “save” terms. However, prospect theory predicts that people will be more willing to waive a monetary gain than to lose the same amount of money. This study seeks to examine whether consumers would show more purchase intentions of a product...