Purpose: The purpose of this paper is to understand the ritual, roles and symbolic meanings of family grilling consumption experiences in northeast Mexico. Design/methodology/approach: This study adopted a phenomenological approach and conducted 73 in-depth interviews and in situ observations...

Purpose: This paper aims to explore the motivations of digital moms to develop relationships with brands in the online environment. Design/methodology/approach: Following a qualitative, interpretative approach, this paper uses several data collection methods such as netnography, focus groups...

Two experiments were conducted to analyze neurophysiological activation, response latency, and actual brand choice concerning novel and familiar brands. The results show that (1) the choice of novel brands (compared to the choice of familiar brands) is preceded by increased activation of both...

Purpose – The purpose of this research is to contribute to a better understanding of deeper motivations and inhibitors of green consumer behavior in the context of emerging economies. Based on the findings, it aims to provide implications for marketers and policy making....

Purpose This paper aims to seek to provide a more comprehensive view of the determinants of experienced well-being by incorporating personal characteristics suggested to be significant predictors of global well-being, such as income, materialism, religiosity, community mindedness and sleep...

Purpose – This paper aims to explore brand personality relationships in the context of original versus counterfeit products. Specifically, it investigates consumers’ perception of both original brands and their counterfeits. Design/methodology/approach – The authors present four studies...

Purpose This paper aims to explore the inverse consumer socialization processes, differences in technology adoption and changes in extended family dynamics occurring between adult children and their middle-aged and elderly parents when technology is consumed. Design/methodology/approach Six...

Purpose – The purpose of this paper is to provide a framework on the experience of cross‐border shopping. This experience is constructed on narratives, rituals, and intergenerational transfers that move beyond the simple description of experienced events to provide explanatory frameworks of...