Purpose – The purpose of this paper is to investigate the gendered and emotionalized nature of organizational commitment in a university context. Design/methodology/approach – The paper presents a qualitative study that utilizes a grounded theory approach. The research investigates the...

Purpose – The purpose of this paper is to extend marketing knowledge into perceived risk in online transactions beyond the current positivistic, hypotheses‐driven research by providing qualitative insights into how individuals construct their accounts of perceived risk online. Additionally,...

Purpose – This paper compares the experiential consumption values that motivate consumer choice to purchase online for both male and female purchasers and non‐purchasers. Design/methodology/approach – Using the theory of consumption value the study examines gendered perceptions of the...