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 examine brand familiarity, extrinsic attributes, self‐confidence, perceived quality and six dimensions of perceived risk for their effects on purchase intentions between the prototypical and me‐too brands of MP3 players. Design/methodology/approach...

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...

Purpose – The purpose of this paper is to examine the knowledge transfer processes of knowledge intensive business service firms by focusing on the knowledge for customer, which is the knowledge about the service provider's products and services, specifically “before‐sale” knowledge, and...

The factor congruency technique is introduced as a tool for cross‐cultural or comparative research efforts, where similarities and differences in the responses of subjects from different samples are investigated. A comparative study of store selection criteria of US and Turkish consumers is...

A sample of 217 Saudi children was surveyed to determine the impact of television commercials on their purchase behaviour. Reports the results of this survey, broken down by gender and discusses their implications. Offers suggestions for future research.