Consumer Behavior in Brand Consumption and Identification

Advances in Consumer Research (Abbreviated as Adv. Consum. Res.) is a distinguished journal based in the United States and published by Sheridan Books. The journal is highly regarded in the academic community, particularly within the fields of Business, Management, and Accounting, with a specific focus on Marketing.

Based on theories of attribution and suspicion, three experiments highlight the mediating role of perceived sincerity of motives in determining the effectiveness of CSR activities. CSR activities improve a company's image when consumers attribute sincere motives, are ineffective when sincerity of motives is ambiguous,…

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• MEHMET İSMAİL YAĞCI

Purpose Given the dramatic technology‐led changes that continue to take place in the marketplace, researchers and practitioners alike are keen to understand the emergence and implications of online brand communities (OBCs). The purpose of this paper is to explore OBCs from both consumer and company perspectives. Desig…

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• AHMET UŞAKLI

The aim of this research is to examine the effect of social media marketing activities on brand awareness, brand image and brand loyalty. In addition, it has been aimed to analyze the effect of brand awareness and brand image on brand loyalty in this research. The population of the research consists of the consumers w…

• YUSUF BİLGİN

The authors examine the extent to which cultural orientation influences country of origin effects on product evaluations in two countries (Japan and the United States). Subjects were given attribute information about a mountain bike made in either Japan or the United States. The target product was described as either…

Marketing academics and practitioners have acknowledged that consumers look for brands that provide them with unique and memorable experiences. As a result, the concept of brand experience has become of great interest to marketers. The present field study, conducted with actual consumers, addresses the question whethe…

• CEMAL ZEHİR
• HAKAN KİTAPCI

Purpose The purpose of this paper is threefold: to assess the impact of green brand positioning, consumers’ attitude toward green brands, and green brand knowledge on green product purchase intention; to investigate the influence of green brand knowledge on consumers’ attitude toward green brands; and to examine the m…

• Norazah MOHD SUKİ

The purpose of this paper is to reveal the relationships among green organizational culture, green innovation and competitive advantage. These relationships were assessed using structural equation modeling. Data were gathered from full-time hotel employees (N: 293) and managers (N: 192) in the Antalya region of Turkey…

• MUHARREM TUNA

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• ATİLA YÜKSEL