Spousal influence in the decision‐making process for purchasing consumer goods has been extensively investigated in the academic literature. There have been few studies, however, that have looked at this issue in a cross‐cultural context, especially that of cultural assimilation. Reports the...

This article examines the effects of brand image country image and familiarity with both brand and country on consumer evaluation of binational brands. Specifically two sub‐constructs of country image: overall image and product specific image and three different types of familiarity: product...

Purpose: This study aims to investigate how comparing physical aspects of the self to fashion models in mass-mediated images result in body dissatisfaction and what mechanisms could be used to interrupt the potentially harmful emotional and motivational outcomes of such evaluations....

Purpose: This paper aims to examine the effects of purchase environment, product type and need for touch (NFT) on cognitive response, affective response and overall product evaluation in the USA and India. Design/methodology/approach: Two experiments were conducted in two different consumer...

Purpose: User-generated content (UGC), e.g. YouTube videos on social media, is all around us. These UGCs are primarily demonstrational and/or informational in their execution format. However, viewers could easily misclassify the UGCs and that may be detrimental to the focal product in the UGC....

Purpose: New product development (NPD) is increasingly being delegated to consumers, yet little research has investigated consumer-centric factors that may influence this delegation. Thus, the purpose of this paper is to uniquely combine regulatory focus and analogical reasoning to investigate...

Purpose: The purpose of this paper is to investigate how individuals respond to messages asking for donations in broadcast advertising. It does so by considering both preexisting attitudes and beliefs related to donating, as well as message processing. The goal is to uncover messages that may...

Relevance has been applied to various conditions in the marketing literature but no single definition has been developed. A single clear definition will be helpful to researchers investigating relevance in the marketing and consumer behavior fields. Confusion also exists in the literature...