Purpose – The purpose of this paper is to empirically verify the conventional cause‐and‐effect relationship of fan identification and purchase intention in the context of Asian fans when both the sponsoring firm and the sponsored team are Western. The paper also proposes and examines the...

Purpose – The purpose of this paper is two‐fold: first, to identify segments of mall visitors based on the way they perceive mall attributes, their activities and their visiting patterns; second, to examine whether different social groups are characterized by different mall consumption...

Purpose – Cause‐related marketing (CRM), the practice of donating money to a charity for each consumer purchase, has become an important part of corporate philanthropy. This research seeks to explore two types of product‐cause fit in CRM, and examine whether the selection of...

Purpose – Driven by functional theories of attitude and addressing the emerging themes of luxury brands and social media, the purpose of this paper is to explore the marketing potential of social media for luxury brand management. Design/methodology/approach – A survey was conducted to...

Purpose – The aims of the study are: to compare the environmental concern and scepticism levels of the participants and whether or not they display green purchase behaviour; to investigate the influence of environmental concern and scepticism on green purchase behaviour by utilizing the Theory...

Purpose – The purpose of this paper is to question whether companies follow a deliberate strategic internal pattern while responding to consumer complaints or they always offer consumers a fair redress. Design/methodology/approach – A complaint sample from consumers addressed to the main...

Purpose – The purpose of this paper is to investigate whether the use of a male decorative model, so called Kkot Minam in Korean, can be effective in Indonesia as well as in Korea, and whether consumers from different cultural and religious backgrounds will respond differently to this kind of...

Purpose – The purpose of this paper is to describe a study, conducted in Thailand, which examined the working class and middle class consumers’ evaluation and purchase intentions of high equity versus low equity Thai fashion labels of sophisticated and standard apparel, outsourced for...