Purpose – The purpose of this paper is to examine online community loyalty through an extension of the theory of planned behaviour by incorporating motivational drivers of enjoyment and compatibility and the moderating role of consumer traits. Design/methodology/approach – Data were...

Investigates the relationship between print advertisement wording and consumer interest in relation to cell phone promotion. Reports on an experiment involving two independent variables: message framing and felt involvement levels. Shows how these variables interact regarding attitudes towards...

Purpose This research aims to examine the moderating role of consumers’ persuasion knowledge (PK) on the persuasive effect of combined advertising and publicity within the same medium. The synergistic effect experienced when two messages are thus combined is reversed for readers with high PK...

Purpose – This paper aims to conceptualize consumer impulsiveness (CI) as a global trait to explore its influence on a wider range of consumer behaviours and also presents a revised CI scale. Prior research on CI focuses on the impulse buying context and does not establish the cross-cultural...