Purpose – This paper aims to investigate how marketing leakage to undesired audiences, a common phenomenon in today's globally connected world of consumers, impacts on the target audience, and how marketers can mitigate the negative effects of leaked marketing. Design/methodology/approach –...

Purpose – Consumer online resale is becoming an increasingly common method of both buying and selling goods. When an item can be easily resold online, consumers' subjective estimation of the value of that item changes in complex ways based on consumption cost and resale return. This in turn...

The recent upsurge of interest in marketing has resulted in a umber of articles concerned with the explanation of consumer behaviour in the purchase decision‐making process. Whereas the main focus of these has been the improvement of methods of assessing buying procedures, very few have...

Do consumers buy own labels differently from the branded goods of manufacturers? Contrary to some of the beliefs currently held in the trade, own labels are found to be bought much like brands, and loyalty is only slightly above average. Usually, own labels are just one item in a repertoire:...

Complementary approaches are proposed for understanding and targeting fashion consumers – concentrating especially on innovation theory and self‐concept theory. These are seen as being two potentially relevant approaches because fashion is concerned with “newness”, therefore innovation...

The consumer is changing and existing models of consumer behaviour o longer fit. The household as a decision‐making unit has changed radically: nuclear family, the role of “the” breadwinner has diminished, greater earning power of the young and the rising influence of the teenager. The...

The role of country image in consumer choice behaviour is examined. Based on a previous view of country image as a “halo”, four hypotheses are developed and tested as to (1) the role of country image in consumers′ attitudes towards a brand, (2) its role in purchase intentions, (3) its role...

The level of consumer satisfaction (CS), dissatisfaction (CD) and complaint behaviours (CCB) is beginning to receive increased attention from practitioners and researchers. Most studies, however, have tended to investigate the cause and/or effects of (dis)satisfaction or complaint behaviours....

In assessing the consumer′s response to risk two main risk reduction strategies have been identified, those of information search and the reliance on product cues. The role of product cues in providing information in second‐hand markets is assessed. A reconceptualisation of the existing...

Values are potential market segmentation tools to analyse consumption patterns. Previous research has shown salient differences between regions within countries and across countries. As values and demographics serve as the base for identification of homogeneous consumer groups, ownership of...