Purpose – The purpose of this paper is to examine online community loyalty through an extension of the theory of planned behaviour by incorporating motivational drivers of enjoyment and compatibility and the moderating role of consumer traits. Design/methodology/approach – Data were...

Purpose – The purpose of this paper is to establish and test the role of religiosity, ethnicity, individual basic values, and consumer innovativeness in influencing consumer acceptance of novel products. This paper specifically addresses: the driving force of religiosity and ethnicity and...

Purpose – The literature on green consumer behaviour recently focuses upon the Asian markets. Though environmental consciousness in Indian consumers is observed in the literature, their purchase behaviour towards green products is not yet clearly understood. So, the purpose of this paper is to...

Purpose – The purpose of this paper is to examine affect of consumer susceptibility to interpersonal influence (CSII) and demographics on ecologically conscious consumer behaviour (ECCB). Design/methodology/approach – Data were collected through mall intercept technique in six cities across...

Purpose – The purpose of this paper is to explore the effect of the image of country of origin (COO) and word of mouth (WOM) toward brand equity (BE). Design/methodology/approach – Questionnaire was deployed to collect data. Prior to data collection, validity, and reliability tests were...

Purpose – The purpose of this paper is to examine the dynamics of self-regulatory focus (SRF) in the context of advertising effectiveness pertaining to rational vs emotional appeals. Past research has dichotomized self-regulatory (SR) foci (i.e. prevention or promotion) on the basis of an...

Purpose – Political parties are continuously interested to gain knowledge about the factors that influence the voter to select political candidate of his/her choice. The purpose of this paper is to examine cumulative impact of sources of associations on voters’ preference of the political...

Purpose The purpose of this paper is to review the academic literature on the experiential value to appreciate the developments in the area in the last decade; propose a conceptual framework delineating the determinants and outcomes of experiential value and provide future research directions based on...