Purpose – The purpose of this paper is to examine the regulation of advertising by considering market‐driven firms (those seeking to keep within the boundaries set by social and industry norms) and market drivers (those seeking to stretch boundaries to gain a competitive advantage). Thought...

Purpose Retailers may respond to a manufacturer discontinuing a brand or product range in three ways: not offering an alternative, thus reducing the assortment size; replacing it with a substitute; or introducing a rebranded product by the same manufacturer, if such an option is available. This...

This research examines the impact of intended recipient on brand choice when purchasing a gift. Keller’s conceptualisation of consumer‐based brand equity, incorporating symbolic, experiential, and functional benefits, is used as a branding framework in combination with Belk’s...

This study applies Tauber’s personal and social motives, as representative of Sheth’s non‐functional motives for shopping, to Internet shoppers. Two studies are conducted; in the first a sample of current online shoppers is surveyed on how well Tauber’s motives describe their motivation...

Purpose – This paper aims to explore the topic of gift‐giving to children, highlighting some of the issues that provide insight into how consumers might be making their choices. Design/methodology/approach – A total of 285 personal interviews were conducted using a structured...

Purpose – The excessive consumption of alcohol by young people is a current and controversial issue in New Zealand (NZ) and Australia. The literature suggests that such consumption is an accepted social norm, and that young people deliberately drink to reach a level of intoxication. Current...

Purpose – The aims of this paper are to establish: a typical women's apparel store environment as a realistic base for measuring the effects of changes; effective environmental stimuli levels; and the effect of repeated exposure on affect. Design/methodology/approach – A schema of typical...