Movement: Consumer Rights
Consumers’ Global Versus Local Brand Choice In Foreign Context
Although there is a consensus in the literature that industries are globalizing and that consumer attitude and behaviors worldwide are homogenizing (Cleveland, Laroche, and Papadopoulos 2009, Read More »
Factionalized Fatshionistas: Dynamics Within Collectives Of Stigmatized Consumers Engaged In
Consumer researchers have typically studied stigmatized consumers as individuals facing powerlessness, constrained product choices, discrimination in customer service, and higher risk in market Read More »
Compensatory Communication: Consumer Knowledge Discrepancies And Knowledge Signaling In
People who believe they are knowledgeable about products tend to share this knowledge more with others. This tenet is central to research on word-of-mouth motivation (e.g. Engel et al. 1969; Feick Read More »
Show Me More! Powerlessness Drives Variety Seeking
People play different power roles every day. A stern boss who runs a company may be a docile son in the presence of his parents; a tender wife at home can turn into a tough professor when supervising Read More »
THE BRAND-INDIVIDUAL RELATIONSHIP: INFLUENCES FROM AND TO RELEVANT REFERENCE CONTEXTS
The present paper, through a conceptual framework, aims at improving the studies regarding consumption and the relation between brand and individual/consumer. The objective of the paper is to show Read More »
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