Purpose – This paper aims to explore a theoretical relationship among perceptions of consumer social class, the perceived legitimacy of customer requests for service and the delivery of intangible services. It focuses the discussion on service firm encounters with non-traditional consumers...

Purpose – The purpose of this paper is to address issues of performance optimization through accounting for asymmetric responses of customer satisfaction to different types of product or service attributes: core, facilitating and “green” (eco‐friendly). The primary research inquiry was...

Purpose – This study aims to propose and empirically test a cognitive-behavioral model of the perceived benefits of social networking sites (SNSs), trust in SNSs, brand trust, brand loyalty and customer equity in the context of fast fashion brand communities in Thailand. Using a structural...

Purpose The purpose of this study is to empirically examine the impact of cosmopolitan consumer orientation (CCO) on sustainable apparel consumer behavior. Design/methodology/approach A total of 469 US responses collected using MTurk were retained for the analysis after screening for unengaged...