... rights only Branding Co-creation Brand communities Fair trade Prosumer The rise to prominence of service dominant marketing logic (Vargo, 2011), and its emphasis on customer value creation, makes consumers’ value co-creation role interesting for management practitioners and scholars...

... Emerald Group Publishing Limited 2016 Emerald Group Publishing Limited Licensed re-use rights only Sustainable Fair trade Ethical consumption Moral consumption Sustainable consumption Iain Andrew Davies can be contacted at: i.davies@bath.ac.uk 23 11 2015 18 02 2016...

... on attitudes. This reasoning allows us to formulate the following hypotheses: Fair Trade Regulatory focus Advertising Effectiveness Two-sided Messages The goal of this study is to investigate the effectiveness of regulatory congruence in two-sided advertising messages. Two-sided advertisements...

... and evaluated it on hedonic and utilitarian (ambiguous and non-ambiguous) properties. In a second experiment, 132 English-speaking students evaluated an herbal tea at home, along a full-factorial two product types (fair-trade and non-fair-trade) × three product properties (hedonic, utilitarian ambiguous...

...Valéry Bezençon; Sam Blili Purpose This paper aims to provide an adequate instrument to measure involvement, its antecedents and its impact on behaviours relating to ethical product consumption, using the case of fair trade. Design/methodology/approach Based on an in‐depth analysis...

...Andrew Alexander; Alex Nicholls Purpose The paper aims to investigate the value of a network perspective in enhancing the understanding of the business to consumer marketing of high‐involvement product categories. This is achieved through the analysis of the development of fair trade marketing...