For many years fashion clothing has been an area of interest in consumer research. This study examines the effect of materialism and self‐image product‐image congruency on consumers’ involvement in fashion clothing. It also examines purchase decision involvement, subjective fashion...

Shopping online for clothing products is gaining in popularity. This study identified the dimensions of online shopping attributes and predictors of the intention to purchase clothes, jewelry, or accessories based on online shopping attributes and demographic variables. A mailing survey was...

As the number of Internet purchases of fashion items increases, the problem of inaccurate color representation on the Web becomes more significant. Color inaccuracy has many negative consequences for marketers, including loss of sales, increased returns and complaints, and customer defections....

The purpose of this paper is to explore the effectiveness of using standardized visual images in global print advertising campaigns. In particular, it examines how visual images depicting social (in)activity are interpreted among students from the USA, Spain, and the Philippines. Hall's...

The effects of word of mouth (WOM) on the receiver's attitudes and intentions have been studied at length, but the question under which conditions WOM leads to a behavioural outcome (such as a purchase or switching decision) has received less attention. This paper studies the effects of WOM in...

Numerous studies have shown customer satisfaction to be the crucial antecedent of perhaps the most important constructs in marketing – loyalty and customer retention. However the satisfaction→customer retention linkage is not as simple as it might first seem. This study examines the impact...

Purpose – This paper shows several results obtained from the first investigation made in Spain using Dillman's total design method for mail surveys. In the spring of 1998 a survey was carried out on consumer behaviour in one particular Spanish region (Navarra). The response rate was 68.3...

Purpose – This study evidences the influence that sales promotion has on brand choice behaviour. Establishments wish to influence consumers' buying behaviour, and thus they launch strong promotional campaigns or introduce changes in their price policies, among other actions. However, they are...

Purpose – To investigate empirically the impact of brand extensions on brand personality, using Aaker's scale to measure the latter. Design/methodology/approach – Experimental study manipulating extension fit (good/poor fit), controlling for brand familiarity and including a control group....

Purpose – Compared with the emphasis that service quality research has received in online marketing, much less work has been done on the role of price perception, service attribute‐level performance and satisfaction that unfolds over time, and their effects on customer retention. This paper...