Purpose For most customers, the vacation experience is enjoyed in the company of others; thus, studying customer-to-customer interactions becomes critical. This research aims to explore customer-to-customer interactions and their impact on the guest experience. Design/methodology/approach An...

Purpose – The purpose of this paper is to explore the role of brand associations and the formation of attitudes towards a new sponsor. Specifically, the paper evaluates the Under Armour brand and its anomalous position in the Barclay’s Premier League. Design/methodology/approach – The...

Purpose – Since their inception, which took place more than two decades ago, product recommendation agents (RAs) still attract very few consumers. Notably, most of academic work in the field had an empirical quantitative structure. In addition, no research has developed a comprehensive model...

Purpose – The paper examines coping strategies that consumers use within crowded retail stores. Specifically, this study explores and identifies coping strategies that consumers use, investigates whether the Folkman or Duhachek coping frameworks adequately capture all of the ways consumers...

Purpose – Local marketing decisions are too often made on a dichotomous basis, either standardize or fully adapt. However, similarities are too substantial and differences go too deep to be ignored. This article aims to articulate similarities and differences in local consumer experience...

Purpose – The purposes of this research are to examine the extent to which daughters view their mothers as consumption role models, the extent to which daughters serve as consumption role models for their mothers, and the extent to which external role models are shared by mothers and their...

Purpose – Research examining corporate social responsibility (CSR) demonstrates a relatively consistent level of positive support by consumers. However, CSR is poorly defined and little is known about the mechanisms by which this response occurs. This paper seeks to understand how consumers...

Purpose – This paper makes the case for the use of real diaries as an alternative methodology in marketing research. It is argued that Qualitative Diary Research (QDR) in marketing and consumer research is an innovative way to capture rich insights into processes, relationships, settings,...

Purpose – The purpose is to examine the behaviors of consumers engaged in fan activity and determine if there are attitudinal and behavioral characteristics common across the differing fan subcultures. Design/methodology/approach – The characteristics affecting fan behavior are examined...

Purpose – Consumer researchers and marketing practitioners increasingly appreciate the potential of videography to generate better insights into consumers' behaviours. The purpose of this paper is to introduce the Mindcam research methodology as an addition to the videographers tool‐kit,...