...Onochie Fan-Osuala Purpose This study aims to investigate coolness – a hedonic attribute – in online consumer reviews (OCRs) by exploring the relationship between OCR framing, presence of pictorial images and OCR-perceived coolness. It also demonstrates how reviewers and brands can create...

... (i.e. regulatory focus). In Study 2, another online experiment was implemented with a sample of 175 adults using a 2 (headline frame type: gain vs loss) × 2 (image valence: positive vs negative) between-subjects design with additional planned analysis of regulatory focus. The hypotheses were tested...

...Pascale G. Quester; Amal Karunaratna; Li Kee Goh Self‐image, product image and their combination, self‐congruity, are important concepts in consumer behaviour. They have been hypothesised and found to affect significantly product choice and purchase intention. In this study, two samples from...

... be an important factor in producing a favorable consumer response. In a study conducted to investigate the effects of the type of sport on endorsement evaluations, results indicated that the image of the sport, independent of the athlete, can contribute significantly to the consumer’s response to an endorsement...

...Timothy R. Graeff Argues that the degree of congruence (similarity) between a brand’s image and a consumer’s self‐image (self‐concept) can have significant effects on consumers’ brand evaluations and purchase intentions. Results from this research suggest that marketers can manage the effects...

... Limited 1995 Alliances Consumer attitudes Consumer behaviour Environment Green marketing Image Marketing strategy Publicity Research indicates that consumers are integrating their concern for the environment into their purchasing behavior in a variety of ways. There is a growing...