Purpose: The purpose of this paper is to compare two competing models denoting two dimensions (hedonic and utilitarian) and three dimensions (hedonic, utilitarian and social) of the construct “value” and investigates their relative influence on satisfaction, future patronage intention (FPI)...

Purpose: This purpose of this paper is to extend the model of goal-directed behaviour by including the potential benefits of webrooming and descriptive norms to scrutinise the consumer's rationale and intent behind webrooming. Design/methodology/approach: A survey instrument was employed to...

Mortein, one of the top pest repellant brands in India, was facing a stagnant market share for the past three years. Although the brand in itself stood for “power”, consumers did not perceive the vaporizer to have the same power as competitors' products. Deepak Sinha, the brand manager for...

Negative consumer–brand interactions often result in consumer subversion, in which consumers actively reject or avoid brands. To date, the role of positive emotional states, such as subjective well-being, in brand avoidance remains a crucial oversight in the literature seeking to address...

Kamdhenu Dairy was one of the biggest dairy unions in India that came into being in 1969. Kamdhenu dairy, with an annual sales turnover of Rs.5250 million, was procuring its milk from the regular suppliers residing in the villages using its own procurement network. The same network was being...

Purpose The purpose of this paper is to examine the impact of user gender, celebrity gender, and celebrity-user gender congruity on celebrity personality-user personality (CP-UP) congruity, and consequently, brand purchase intention (BPI). Additionally, it delves into the mediating roles of...