Purpose – The aim of this paper is to offer a discursive perspective on luxury brand consumption. Design/methodology/approach – Discourse analysis is used to examine how consumers construct their luxury brand consumption amidst countervailing cultural discourses in the market (Thompson and...

Purpose – The purpose of this paper is to examine children's consumption experiences within families in order to investigate the role that different family environments play in the consumer socialisation of children. Design/methodology/approach – Key consumer socialisation literature is...

Purpose – The aim of this paper is to shed light on the determinants of consumers' evaluations and purchase intentions of gift promotions. Factors analysed relate to the promoted product, the gift, the relationship between the product and the gift, and consumer traits and perceptions....

Purpose – Studies of marketplace cultures emphasize the benefits of communal consumption and explain the ways that brand managers can leverage subcultures and brand communities. The ephemeral and often non‐commercial nature of consumer tribes means that they are more difficult to manage....

Purpose – Marketers are increasingly aware of ethnic subgroups as segments to target with customized offers. This paper aims to investigate the role of ethnic‐related outlet attributes in determining the attractiveness of mainstream and ethnic service outlets to ethnic consumers....

Purpose – This paper aims to try to investigate how consumers respond to precise versus imprecise promotional rewards at varied probabilities, including small ones and whether the effect is contingent on purchase value and promotion budget. Design/methodology/approach – Based on reviewing...

Purpose – The purpose of this work is to test several incentive strategies for attaining new customers via electronic referrals, or e‐referrals. The paper aims to examine: the roles of both the magnitude of the incentive offered to the sender and the magnitude of the incentive offered to the...

Purpose – This study seeks to examine the effect of pricing as a marketing instrument to stimulate word‐of‐mouth (WOM) by comparing the influence of two pricing strategies (i.e. a low‐complexity vs a network‐effects tariff) on the referral behaviour. Design/methodology/approach –...

Purpose – The purpose of this study is to address a recent call for additional research on electronic word‐of‐mouth (eWOM). In response to this call, this study draws on the social network paradigm and the uses and gratification theory (UGT) to propose and empirically test a conceptual...

Purpose – Despite the importance of the interaction between consumers and service personnel for how consumers perceive quality, service research assumes that both customers and service provider are perfectly able to interact with each other. This might not be the case on bilingual markets....