Purpose – To investigate empirically the impact of brand extensions on brand personality, using Aaker's scale to measure the latter. Design/methodology/approach – Experimental study manipulating extension fit (good/poor fit), controlling for brand familiarity and including a control group....

A review of the literature suggests that traditional segmentation variables (socio‐demographics) and personality indicators are of limited use for characterizing the green consumer. Explores the extent to which variables, specific to environmental consciousness, are better able to explain...

While the customer satisfaction/dissatisfaction literature is extensive and continually expanding, there has been little focus on pre‐purchase satisfaction of first‐time buyers and its likely impact on buying behaviour. Applies a field‐based approach to examine and assess the nature of...

Although pretesting is an essential part of the questionnaire design process, the range of methodological work on pretesting issues is limited. The present paper concentrates on the effect of the pretest survey method on error detection by contrasting respondents who are interviewed personally...

Purpose – Consumer animosity has gained considerable attention in international marketing literature as a determinant of foreign product purchase behaviour. The purpose of this paper is two‐fold: first, a state‐of‐the‐art review of consumer animosity research is presented and specific...

Purpose – Against the background of mounting criticism of the country‐of‐origin (COO) construct, the purpose of this paper is to empirically contrast two competing perspectives of the potential influence of country‐of origin image (COI) on purchase intentions. Design/methodology/approach...