...Meiling Yin; Mingyeong Jeon Purpose This study examines how different message appeals (self-benefit vs. other-benefit) and agent types (human vs. virtual) enhance perceived social value and donation intentions among socially excluded individuals. Design/methodology/approach Four behavioral...

... Publishing Limited Licensed re-use rights only Marketing strategy Risk perception Luxury Involvement Social value Risk-taking theory Luxury has historically influenced consumer behaviours and aspirations. The thriving demand for luxury products has contributed to the growth of the luxury...

...Nguyen Huu Khoi; Ho Huy Tuu; Svein Ottar Olsen Purpose The purpose of this paper is to discuss and test the direct and indirect effects of utilitarian, hedonic and social values integrated into the theory of planned behaviour (TPB) to achieve a deeper understanding of consumers’ intention to adopt...