Purpose – This paper aims to develop a model that will include self‐image congruence, attitudes, satisfaction and explain their role on behavioural intentions. Design/methodology/approach – A qualitative survey was carried out. It was followed by a quantitative study, conducted in two...

Purpose – The purpose of this paper is to present the concept of consumers' erroneous affective self‐forecasts, and discuss the implications of such forecasts for consumer purchasing behaviour and marketing planning. Design/methodology/approach – First, the literature on inaction inertia...

Purpose – The purpose of this paper is to identify important factors that affect Hong Kong adolescent consumers' green purchasing behaviour. Design/methodology/approach – A total of 6,010 (2,975 males and 3,035 females) adolescents in Hong Kong were recruited through multi‐staged random...

Purpose – The paper aims to investigate the different forms of retaliatory responses towards unsatisfactory service encounters experienced by Australian consumers. It further compares demographic and psychographic profiles of complainers versus non‐complainers. Design/methodology/approach...

Purpose – The purpose of this paper is to determine if the traditional approach to measuring brand equity applies to online companies. Design/methodology/approach – This objective is pursued by: developing a measurement model of brand equity for online businesses; and testing the nomological...

Purpose – There has been little evidence of any work undertaken to measure the effectiveness of viral marketing campaigns. This paper aims to report on research undertaken to determine the key criteria that viral marketing practitioners believe should be used to measure the success of viral...

Purpose – The purpose of this paper is to give retailers an insight into consumers' capacity for feeling pleasure associated with specific purchase motivations across different product categories. Design/methodology/approach – A hedonic regression model was estimated from data collected from...

Purpose – The purpose of this paper is to describe a cross‐cultural study which examined individualism's moderating effect on the relationship between bonding and commitment between banks and their corporate clients. Design/methodology/approach – Data were collected through surveys...

Purpose – The purpose of this paper is to examine university applicants' choice processes using Kotler's five stage consumer buying process with a particular emphasis on the final stage of the process namely that of the purchase decision. Design/methodology/approach – Based on four focus...

Purpose – The purpose of this paper is to identify distinct market segments based on several environmental variables. Given the complexity and the range of variables that may determine the characterisation of these groups, as was made evident in the literature review, it was decided to focus...