Purpose – The purpose of this paper is to present the contributions of Wroe Alderson to the buyer behavior literature from an historical perspective. His views of the consumer in the 1950s revolutionized the way we now teach and do research in this domain of marketing....

Purpose – Value as a research topic within marketing is not new. The purpose of this research note is to examine how value fits within marketing in the twenty‐first century. Specifically, the emergence of service‐dominant logic has brought the concept of co‐creation of value to the...

Purpose – Customer decision‐making uncertainty (DMU) is a persistent phenomenon in business‐to‐business markets. However, there is substantial variation in the degree to which customers perceive DMU and how suppliers should react to it. The purpose of this paper is to explain variation...

Purpose – There is a research gap in terms of understanding how green consumers perceive green products in a marketplace context. The purpose of this paper is to respond to this omission by exploring the green consumers' product demands and consumption processes. Design/methodology/approach...

Purpose – Retail shopping behaviour is one of the major tenets of the retail marketing literature. The purpose of this research is to presents the empirical findings of two quantitative studies of Estonian and Canadian university students' interpretation and perceptions of retail shopping...

Purpose – The purpose of this paper is to show that the major factors affecting loyalty are dependant on the level of loyalty of customers. Design/methodology/approach – A model of relationship between factors of loyalty and loyalty levels of customers was constructed and tested on the...

Purpose – The purpose of this paper is to propose a theoretical framework to explain why corporate social responsibility (CSR) activity leads to different consumers' responses, especially why, in some cases, CSR activity might backfire on the company. Design/methodology/approach – Based on a...

Purpose The purpose of this paper is to empirically examine the links between consumer age identity, nostalgia and preferences for nostalgic products. Design/methodology/approach A theoretical framework is proposed based on integrating nostalgia and age identity as parts of an individual’s...

Purpose The authors study how communication agencies became important sites for the rise of measurement expertise in the government of consumer conduct following the development of online consumption. The purpose of this paper is to focus on the processes by which digital measurement developed...