Purpose This study aims to distinguish two regret conditions, other-blame regret (O-regret) and self-blame regret (S-regret), and investigate the underlying mechanism and boundary conditions of the relationship between regret and negative word of mouth (NWOM). Design/methodology/approach Four...

PurposeThe purpose of this study is to capture the strength of consumer’s perceived brand sacredness. The authors developed and validated a measurement scale composed of three related dimensions: supremacy, mesmerization and communitas.Design/methodology/approachSix empirical studies were...

Purpose: The previous literature has often focussed on Asian migrants’ acculturation to western cultures with data collected in the western contexts. The purpose of this paper is to explore western consumers’ acculturation to East Asian cultures and their consumption behaviour, which...

Purpose: The purpose of this paper is to investigate how consumers’ affective goal pursuit influences the relationship between their affect and satisfaction in services. In particular, it examines when affect can directly influence satisfaction and when such an impact is mediated by perceived...