Purpose – To explore the role of trust and risk in consumers' apparent reluctance to convert from internet browsers to potential online purchasers. To consider how marketing planners in that environment can devise strategies that balance perceptions of risk against perceptions of...

Purpose – To investigate, analyse and identify the reasons for contradictory conclusions in past studies of country of origin (COO) influences on buyers' beliefs and purchase intentions. Design/methodology/approach – A review of 96 published studies, discussions and commentaries, with...

Purpose – This paper reports the findings of the latest, quantitative phase of a continuing study that explores the impact of the internet on bank‐customer relationships. The specific aim is to shed light on customers' own views about when, how and in which circumstances personal contact...

Purpose – This paper aims to bring together and evaluate the reasons that have historically been advanced to justify the heavy emphasis on innovative consumers within the general context of the adoption of products and services, and to assess the strategic benefits to be gained from targeting...

Purpose – The purpose of this paper is to investigate “tribal” consumption behaviour and its relationship to branding, in the particular context of the surfing community in Portugal. Design/methodology/approach – Two focus group meetings with “surfers” and “fans” respectively, in...

Purpose – The purpose of this paper is to study consumers' adoption of mobile communications services, and to explore common denominators uniting those most likely to be early adopters; thereby, to help practitioners to predict early adoption and segment the market. Design/methodology/approach...

Purpose – The purpose of this paper is to examine how consumers respond to environmental claims of three types contained in promotional messages attributed to one respected “green” brand and one mainstream leisure clothing. Design/methodology/approach – A mall‐intercept...

Purpose – The concept of servicescape and its effect on consumer behaviour has been studied extensively in numerous areas of retailing. However, the role of servicescape in non‐traditional service settings has received comparatively little attention. The aim of this paper is to fill in some...