Journal of Consumer Marketing: Volume 26 Issue 2

Brand parody products: is the harm worth the howl?

This paper aims to assert that rather than challenging brand parodies, brand owners should consider allowing them in order to expand brand equity to convey a brand personality…

An empirical study of an enjoyment‐based response hierarchy model of watching MDTV on the move

This paper adopts a response hierarchy model to examine drivers' intrinsic and extrinsic motivations for using mobile digital television (MDTV) while on the move.

Brand trust in an age without trust: expert opinions

The purpose of this paper is to identify the influences of mistrust and recommend actions that managers can take to insulate their brands in a climate of mistrust.

Gender differences in Hong Kong adolescent consumers' green purchasing behavior

This paper aims to examine how gender differs in environmental attitude, environmental concern, perceived seriousness of environmental problems, perceived environmental…

Canadian and French men's consumption of cosmetics: a comparison of their attitudes and motivations

This paper aims to investigate the attitude of males toward the consumption and purchase of men's cosmetic products. More specifically, the research intends to clarify the impact…

Consumers' adoption of new technology products: the role of coping strategies

The purpose of this paper is to show how accelerated technology innovations lead to shorter product lifecycles, and consumers often face the dilemma of choosing between keeping…

Examining the trait and functional motive antecedents of four gambling activities: slot machines, skilled card games, sports betting, and promotional games

The purpose of this paper is to explore the functional motive and trait antecedents of four forms of gambling – slot machines, skilled card games, sports betting, and…

Marketing Revolution

Groundswell. Winning in a World Transformed by Social Technologies

Greater Good: How Good Marketing Makes for Better Democracy

Firefox 3.0: the number two web browser

Editorial

Segmentation and differential pricing: how one site accomplishes both