Purpose – The presence of fair trade coffee in cafés may help in strategic positioning and market differentiation. This paper aims to explore the extent to which this is evident for café customers. Design/methodology/approach – Customers were surveyed on their perceptions of café and...

Purpose – Children are bombarded by branded communication every day. The purpose of this paper is to investigate the role that particular linguistic devices play in communication, and whether this process differs between children and adults. One such device is phonetic symbolism, which has...

Purpose – The paper aims to examine the role of service branding and web site performances in a multi‐channel retail context by studying consumers who have on‐going relationships with retailers. Focus is placed on understanding perceptions of image congruency of the retail service brand...

Purpose – This study aims to examine grocery shoppers' beliefs about store attributes as antecedents to shopping value by exploring whether dimensions of store attribute beliefs have differential effects (i.e. strength and direction) on hedonic versus utilitarian shopping value....

Purpose – This paper aims to examine consumption behavior to understand how individuals become culturally plural consumers through exploratory research conducted in one of the world's most urban multi‐cultural environments, the UAE. As a starting point consumption was deemed as...

Purpose – Aims to examine the proposition that consumer sales promotions are more effective when they provide benefits that are congruent with those of the promoted product. This proposition is considered at the ethnic‐group level (i.e. do differences in cultural values at this level have an...

Purpose – The goal of this paper is to examine how broadcaster brand images are affected by programming decisions. Design/methodology/approach – Two sets of experiments were undertaken with regular viewers/listeners of TV and radio stations. Subjects were presented with scenarios describing...

The equilibrium structure of packaged goods markets in Japan resembles that in Western economies: brands compete against each other in largely unsegmented markets, with the extent of consumers’ brand‐switching and divided loyalties between brands largely predictable from the differing...