Purpose – The purpose of this paper is to examine the effect of acculturation on immigrant consumers’ loyalty. The authors posit that the acculturation orientation of immigrants determines their consumer loyalty to both ethnic and mainstream brands and stores. Design/methodology/approach –...

Purpose – The purpose of this paper is to develop and validate cross‐culturally a short‐form, consumers' need for uniqueness (CNFU) scale. The length of the original scale (31 items) might have hindered its diffusion in research when questionnaire length and respondent fatigue are major...

Purpose – This paper seeks to assess the impact of consumer ethics and their piracy attitudes on piracy behaviors. The extent of such piracy is difficult to estimate because no worldwide statistics are available, but conservative estimates indicate that it costs manufacturers billions of...

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 – Previous research on impression management explored motives, the use of impression management tactics and the influence of personality characteristics on the tendency to engage in impression management. The purposes of this research are to examine gift‐giving behavior among...