somewhat over 20 years old. This research aims at discovering and thus better understanding what Chinese consumers value most … consumers. Originality/value – This research is unique in its topic and research approach, given that it deals with Chinese … consumers, the largest block of consumers in the world. It offers a perspective, not yet considered within the marketing and …

Purpose – This research seeks to demonstrate the effect of framing on consumers' willingness to buy private brands … – Consumers' willingness to buy private brands was higher when the information was presented in negative (loss) framing relative …. Practical implications – Retailers typically try and promote sales of private brands using messages suggesting that consumers …

Purpose – This paper aims to study English as second language (ESL) consumers in the USA. The authors seek to focus on … consumers who are literate in their native country, yet akin to fish out of water due to language difficulties and unfamiliarity … strategies of ESL consumers. Findings – The findings relate to cognitive predilections, decision making and emotional trade …

consumers go through during the shopping process are not predominantly negative or positive. Instead, young consumers move up …. A bargain is defined as a good deal, or a situation in which the consumers perceive they get mental satisfaction from …/implications – This study was focused on adolescent consumers. Although this age group is considered suitable for conducting a study of …