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Keywords: Consequences
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2026) 43 (5): 752–769.
Published: 18 March 2026
...Jayashree Sutar; Srabanti Mukherjee Purpose This study aims to explore the consequences of jugaad at the Bottom of the Pyramid ( BOP ) and to examine the motivations behind continuance intention ( CI ) following its adoption. Design/methodology/approach This qualitative...
Includes: Supplementary data
Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2020) 37 (2): 191–204.
Published: 15 January 2020
... of SM brand engagement can help managers to enhance their SM strategies to build brand equity. Originality/value This is the first study to provide a comprehensive examination of the dimensions, drivers and consequences of SM brand engagement. Social media Social media engagement Brand...
Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2012) 29 (6): 423–435.
Published: 07 September 2012
...Soonhong Min; Jeffrey W. Overby; Kun Shin Im Purpose Employing means‐end theory, this paper seeks to examine the influence of specific types of product attributes upon desired consumption consequences and the mediating impact of desired consequences upon purchase frequency. Design/methodology...
