For many years fashion clothing has been an area of interest in consumer research. This study examines the effect of materialism and self‐image product‐image congruency on consumers’ involvement in fashion clothing. It also examines purchase decision involvement, subjective fashion...

Purpose – This study seeks to examine the effects of three communication avenues, namely controlled communication (e.g. advertising/promotions), uncontrolled communications (word‐of‐mouth (WOM)/publicity), and brand name, on consumer service brand evaluation. Design/methodology/approach...

Purpose – The purpose of this article is to examine Chinese generation Y consumers' fashion clothing involvement effects on specific brand related consumer responses including brand status, brand attitude and willingness to pay a premium for a specific brand. Design/methodology/approach – A...

Purpose – The objective of this paper is to develop a conceptual model to examine the relationships among e‐service quality, consumer satisfaction, attitudes towards the web site and behavioural intentions in the context of content‐driven web sites. Design/methodology/approach – Data...

Purpose – While social marketing has been utilised to bring about positive social change, ultimately, the decision to engage in prosocial behaviour resides with the individual. The purpose of this paper is to explore the determinants and outcomes of prosocial behaviours....