Purpose – The aim of the present study is to investigate the comparative effect of sports vs film celebrity with the moderating effect (if any) of the celebrity credibility and consumer personality on consumer attitudes. Design/methodology/approach – The present study uses a 3×1...

Purpose The “meaning transfer model (MTM)” is one of the less researched models in celebrity endorsement. The purpose of this paper is to empirically measure and validate a comprehensive model of meaning transfer in celebrity endorsements. Design/methodology/approach Based on a conceptual...

Purpose: The challenges and factors of household adoption and the use of alternative energy sources have been a point of discussion among researchers. The purpose of this study is to apply a variant of the unified theory of adoption and use of technology (i.e. UTAUT 2) to explore the effect of...

Social media communication content has gained a lot of interest in e-commerce literature. The present research note explores the scope of social media communication content across content source and levels of analysis. Based on a comprehensive review of 36 empirical papers spanning a decade...

Purpose: The purpose of this paper is to empirically validate a model of luxury fashion consumption that integrates the antecedents and consequences of luxury buying in a developing nation context. Design/methodology/approach: The hypotheses developed in the conceptual model are tested using...

Purpose: This study aims to investigate the relevance of customer experience quality (EXQ) across three different aspects. It compares the effect of EXQ on customer attitudes for hedonic vs utilitarian services; regular vs new customers; and new customers if they revisit or become regular...

Purpose: The purpose of this study is to construct and validate a generalizable scale to measure service induced perceived stress for customers of personal services with a high level of intangibles having both online and offline components. Design/methodology/approach: Five studies were...

Purpose The purpose of this study was to conceptualize consumer’s luxury brand aspiration and develop a psychometrically reliable scale to measure the construct. This study aims to extend the existing research in luxury branding domain through validating a scale to measure consumer’s luxury...

Purpose – The study aims to draw on existing knowledge and investigates how luxury is perceived in a developing nation with economic and cultural diversity. The present study aims to develop a conceptual framework to understand luxury buying behavior in a developing nation context....

Purpose The purpose of this study is to draw concepts from marketing and information systems research and integrate them in the context of M-commerce. The authors develop a conceptual model of technology readiness (TR) affecting perceived ubiquity (PQ) (of smartphones) and PQ affecting...