Purpose – The purpose of this paper is to examine the country‐of‐origin (COO) effect and consumer patriotism on young generation's attitude toward American products with multi‐attributes: across different cultures and different product categories. Design/methodology/approach – A...

Purpose – The purpose of this paper is to show how purchasing behavior is approached as a customer‐perceived need to reciprocate for services received. The study seeks to examine involvement, knowledge, and identity as predictors of reciprocal consumer behavior. Two components of reciprocity...

Purpose – The purpose of this research is to introduce and test a path model that explores the effects of Hofstede's cultural value dimensions on consumers' intention to eat a healthy diet, through the mediation of their public self‐consciousness. Design/methodology/approach – A total of...

Purpose – The purpose of this study is to provide a multivariate segmentation model of the older consumer market, utilising variables based on the major dimensions of ageing, and behavioural variables previously shown to be pertinent to older adults in the gerontology and marketing literature....

Purpose – Using an extended theory of planned behaviour (TPB) model to test how customer loyalty intentions may relate to subjective and descriptive norms, this study further seeks to determine whether consumption characteristics – product enjoyment and importance – moderate...