Journal of Consumer Marketing
Issue(s) available: 244 – From Volume: 1 Issue: 1, to Volume: 41 Issue: 4
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Centrality of sensory attributes in brand extension evaluations
Samuel Babu Sekar, Sajeev Varki, Yasmeen ElsantilCompared to typical brand extension research focusing on functional and symbolic attributes, this paper aims to examine brand extensions based on a brand's primary sensory…
Co-creation and brand happiness: insights from a Korean perspective
Benjamin NobiExtant literature has extensively explored the factors driving consumer emotions. This study aims to contribute to the ongoing discourse by elucidating the influence of…
Social media sharing disposition (SMSD) as a driver of consumer information-sharing behavior
Ainsworth Anthony Bailey, Mohamed Slim Ben MimounDespite the continued focus on online sharing through social media, little consumer research has looked at this behavior as an independent construct or tried to determine how it…
How to mitigate the negative effect of PDB on DIY preference
Yuan Li, Matthias Ruefenacht, Peter MaasThis paper aims to explore the negative effect of power distance belief (PDB) on do-it-yourself (DIY) preference. It extends previous studies by delving into the underlying…
Impact of fake news on social image perceptions and consumers’ behavioral intentions
Anubhav Mishra, Sridhar SamuThis paper aims to examine how content relevancy influences consumers’ preference to receive and share fake news. Further, it investigates how these receivers perceive the social…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel