Purpose – The purpose of this paper is to highlight the importance of building emotional connections between brands and consumers. Using Canada's Air Miles Reward Program as an example, the paper aims to stress the importance of using customer insight to drive branding decisions and ensure a...

Purpose – The purpose of this research is to show that Christmas spirit is often given as a reason or excuse for the goodwill, generosity and altruism associated with the celebration of Christmas. Despite the influence of the occasion on cultural, financial and economic issues, there has been...

Purpose – The purpose of this research is to question whether increased interest in exercise has truly generated a market for home fitness equipment in which women are a viable consumer segment. It is guided by two objectives: to what extent are female consumers a viable target market segment...

Purpose – The purpose of this research is to show how the dual mediation model has been used to explain consumer responses toward an ad and a brand. This study attempts to incorporate ad affect and competition into the framework and examine the effects of advertising on consumers' attitudes...

Purpose – The purpose of this research is to propose and test a model that integrates the main predictors of consumers' attitude and behavioral intentions toward counterfeits; to help companies understand the main factors influencing consumer behavior toward counterfeits and create effective...

Purpose – Board games such as Monopoly and Scrabble enjoy a great deal of popularity among players of all ages. The objective of this study was to identify the characteristics of board games that impact significantly on players' appreciation. Design/methodology/ approach – A review of the...

Purpose – The purpose of this paper is to report the findings of two studies that explored consumer misrepresentation (lying) during personal information disclosure in a commercial context. Disclosure strategies and mediating processes that might influence lying were also investigated....

Purpose – This article seeks to examine attitudes about direct‐to‐consumer advertising (DTCA) of prescription drugs to final users (referred to as consumers in this paper). Design/methodology/approach – A national telephone survey was carried out of 300 consumers that had seen a doctor...

Purpose – This research is designed to characterize new generic consumers and assess their willingness to purchase generic brands in non‐generic product categories. Design/methodology/approach – A total of 500 generic consumers participated in the study. Participants were customers of two...

Purpose – The goals of the paper are to propose, measure, and empirically test the expectations model of economic nationalism. The model posits that economic nationalism is reflected in people's expectations of their government, domestic firms, and the general public, in terms of restricting...