Purpose – The purpose of this paper is to analyse key drivers of teenagers' attitude toward mobile advertising and its effects on teenagers' mobile advertising acceptance. Design/methodology/approach – A proposed model of affective (irritation and entertainment) and cognitive (perceived...

Analyses the influence of the use of Spanish and of regional languages in consumers and homes of five bilingual regions of Spain: Balearic Islands, Basque Country, Catalonia, Galicia and Valencia. After eliminating the effects of social class and of habitat, a fair number of significant...

Purpose – This paper aims to explore some of the effects of belonging to a virtual brand community on consumer behaviour. It also proposes the concept of belonging as a three‐dimensional construct. Design/methodology/approach – The paper proposes that belonging to a virtual community has...