The rapid spread of social media has brought new ways for marketers to communicate and manage brands online. Celebrity endorsement has been a popular practice in social media, however, what contributes to its effectiveness has not been fully understood. To address this issue, this study examines the effects of endorsement in social media towards brand attitude and merchandise attractiveness bas...

The purpose of this study was to test a structural model to determine which psychosocial constructs affected the purchase intention of athletic team merchandise (ATM). Results from the analyses indicated that the twelve-factor ATM model fit the data from collegiate athletic events well, explaining the various impact factors that lead to purchase intention of athletic team merchandise among spor...

Mobile phone use has grown dramatically throughout the world. While researchers have explored various facets of use and perceptions across age groups, genders and nationalities, segmentation by utility of mobile phone attributes has received little attention in academic research. Further, understanding how antecedent of attitudes differ by utility-based consumer segments has been underexplored....

Mobile phone use has grown dramatically throughout the world. While researchers have explored various facets of use and perceptions across age groups, genders and nationalities, segmentation by utility of mobile phone attributes has received little attention in academic research. Further, understanding how antecedent of attitudes differ by utility-based consumer segments has been underexplored....

Whereas many research studies have focused on website features triggering consumer trust in eretailing, so far no study has attempted to identify all psychological antecedents of trust, i.e. what exactly “happens” in the consumer’s mind before or while the person decides to trust e-retailing. In contrast to other papers on the antecedents of trusting beliefs in specific e-retailing stores, this...

Recent food safety issues have dramatically changed the meat scene throughout Europe. Consumer reactions are seen as the paramount driving force to change. This paper presents insights in consumer decision-making toward fresh meat and pork consumption in Belgium. It also sets forth implications and recommendations for future pork production given the increasingly stringent safety-related demand...

The aim of this paper is to analyse the main determinants of consumers’ knowledge and their willingness to pay for organic food products. Moreover, the relationship between knowledge and buying behaviour is explored. Virgin olive oil is taken as an example. Data was generated by way of an experimental auction carried out in two cities in northeast Spain. A three-equation model is estimated: 1) ...

The rapid proliferation of mobile phones and other mobile devices has created a new channel for marketing. The use of Short Messaging Service to access customers through their handheld devices is gaining popularity, making the mobile phone the ultimate medium for one-to-one marketing. The present research investigates consumer attitudes toward mobile advertising and the relationship between att...

This paper draws upon a consumer survey carried out in Bucharest (Romania) to explore determinants of food choice in a transition economy. An adapted version of the Theory of Reasoned Action was developed. This included attitude toward intention, habit and preference as independent variables. The structural equations modelling carried out in 'Analysis of MOment Structures' AMOS showed a signifi...

Most portable systems like smart-phones are equipped with low cost consumer grade sensors, making them useful as Pedestrian Navigation Systems (PNS). Measurements of these sensors are severely contaminated by errors caused due to instrumentation and environmental issues rendering the unaided navigation solution with these sensors of limited use. The overall navigation error budget associated wi...