The paper examines the mediating role of Consumer’s Personal Reciprocity (CPR) and the moderating role of customer satisfaction in the relationship between Brand Trust (BT), Brand Loyalty (BL) and Product Familiarity (PF) and future Purchase Intention (PI). The study reveals that CPR partially...

The consumer durable market is experiencing a huge change over time which is why the Indian Brand Equity Foundation Report (2015), forecasts the Indian consumer durable market to reach the fifth position in the world by 2025. In the consumer durable market, consumer’s behaviour for adoption of...

Previous literature has highlighted the attitude of millennials towards online advertising, but research on the influence of affective appeals in traditional advertisements of consumer durable goods on millennials is substantially less. Therefore, the authors desired to explore the identified...

The aim of the paper is the analysis of the household use of durables in Poland and other European countries. Relatively, the highest amount of money for household furnishing with durables was spent by the Bulgarians and the Italians (more than 7% of the total household expenses). In Poland, the...