One of the most reliable and impactful methods for enhancing a persuasive appeal is to
match an aspect of the proposal (ie, its content, source, or the setting in which it is delivered) …

Emotions have a compelling and strong effect on individuals actions and behaviours. They
are elicited in consumers during the decision‐making process through brand‐related stimuli …

Despite the vast opportunities offered by location-aware marketing (LAM), mobile customers'
privacy concerns appear to be a major inhibiting factor in their acceptance of LAM. This …

Word of mouth (WOM) plays an increasingly important role in shaping consumers' behavior
and preferences. In this paper, we examine whether latent personality traits of online users …

Earlier researchers have observed that an individual consumer's mood plays a significant
role in increasing the impulsiveness, which leads to impulsive buying. The literature on …

The dialogue between social perception and consumer–brand relationship theories opens
new opportunities for studying brands. To advance branding research in the spirit of …

Purpose With the growing acceptance of organised retail in Central India, it is important to
understand the impulse buying phenomenon and how it is influenced by consumer traits …

Furthering the understanding of materialism has been of paramount concern to both
consumer researchers and policymakers over the past several years. This paper examines …

Impulse buying and variety seeking are low-effort feelings-based behaviors, yet the
similarities and differences in their socio-psychological origin are under-explored. This …

The authors attempt to explain the relationships among relational bonds, customer value,
and customer loyalty in three different consumer groups (stayers, dissatisfied switchers, and …