IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v70y2023ics0969698922002430.html
   My bibliography  Save this article

Navigating through difficult times with ethical marketing: Assessing consumers' willingness-to-pay in the sharing economy

Author

Listed:
  • Nadeem, Waqar
  • Alimamy, Saifeddin
  • Ashraf, Abdul Rehman

Abstract

The pandemic has severely disrupted the activity and economic growth of co-working spaces, ridesharing, couch surfing, and other services known collectively as the “sharing economy.†Academicians and managers are exploring and experimenting with various strategies to recover losses, build meaningful connections with consumers, and optimize consumer engagement. As the sharing economy strives to recover from pandemic-induced losses, it is crucial to consider factors that might help sharing-economy firms navigate through difficult times. Moreover, value-co creation has been addressed previously in sharing economy research as a unidimensional construct with constrained applicability. Guided by the stimulus-organism-response (S–O-R) framework, the present study focuses on ethical marketing as a strategy for identifying consumer responses—including value co-creation, self–brand connection, and consumers' willingness to pay—that may benefit sharing-economy firms. We have collected the empirical data from n = 403 consumers in the sharing economy. Analyses through structural equation modelling tests reveal that ethical marketing influence value co-creation, self–brand connection, and consumers' willingness to pay. Contrary to our expectations, value co-creation has no influence on consumers' willingness to pay; however, the relationship between value co-creation and consumers' willingness to pay is fully mediated by self–brand connection. Based on empirical results, this study contributes to existing theoretical knowledge regarding ethical marketing and value co-creation literature in the sharing economy and proposes practical implications, including how consumers would be willing to co-create value, establish a self–brand connection, and are more likely to pay in response to ethical marketing.

Suggested Citation

  • Nadeem, Waqar & Alimamy, Saifeddin & Ashraf, Abdul Rehman, 2023. "Navigating through difficult times with ethical marketing: Assessing consumers' willingness-to-pay in the sharing economy," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
  • Handle: RePEc:eee:joreco:v:70:y:2023:i:c:s0969698922002430
    DOI: 10.1016/j.jretconser.2022.103150
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698922002430
    Download Restriction: Full text for ScienceDirect subscribers only

    File URL: https://libkey.io/10.1016/j.jretconser.2022.103150?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Abdelmoety, Ziad Hassan & Aboul-Dahab, Sameh & Agag, Gomaa, 2022. "A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Prieto, Marc & Stan, Valentina & Baltas, George, 2022. "New insights in Peer-to-Peer carsharing and ridesharing participation intentions: Evidence from the “provider-user†perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Anshu, Kumari & Gaur, Loveleen & Singh, Gurmeet, 2022. "Impact of customer experience on attitude and repurchase intention in online grocery retailing: A moderation mechanism of value Co-creation," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    4. Gergely Nyilasy & Harsha Gangadharbatla & Angela Paladino, 2014. "Perceived Greenwashing: The Interactive Effects of Green Advertising and Corporate Environmental Performance on Consumer Reactions," Journal of Business Ethics, Springer, vol. 125(4), pages 693-707, December.
    5. Anna-Maija Lämsä & Meri Vehkaperä & Tuomas Puttonen & Hanna-Leena Pesonen, 2008. "Effect of Business Education on Women and Men Students’ Attitudes on Corporate Responsibility in Society," Journal of Business Ethics, Springer, vol. 82(1), pages 45-58, September.
    6. Hongwei He & Yan Li, 2011. "CSR and Service Brand: The Mediating Effect of Brand Identification and Moderating Effect of Service Quality," Journal of Business Ethics, Springer, vol. 100(4), pages 673-688, June.
    7. Sheng, Margaret L. & Natalia, Natalia & Hsieh, C.Y., 2022. "Reconceptualizing value creation: Exploring the role of goal congruence in the Co-creation process," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    8. Nadeem, Waqar & Juntunen, Mari & Shirazi, Farid & Hajli, Nick, 2020. "Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality," Technological Forecasting and Social Change, Elsevier, vol. 151(C).
    9. Harrigan, Paul & Evers, Uwana & Miles, Morgan P. & Daly, Tim, 2018. "Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent," Journal of Business Research, Elsevier, vol. 88(C), pages 388-396.
    10. Behnam, Mohsen & Hollebeek, Linda D. & Clark, Moira K. & Farabi, Reza, 2021. "Exploring customer engagement in the product vs. service context," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    11. Kumar Rakesh Ranjan & Stuart Read, 2016. "Value co-creation: concept and measurement," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 290-315, May.
    12. Tan, Teck Ming & Makkonen, Hannu & Kaur, Puneet & Salo, Jari, 2022. "How do ethical consumers utilize sharing economy platforms as part of their sustainable resale behavior? The role of consumers’ green consumption values," Technological Forecasting and Social Change, Elsevier, vol. 176(C).
    13. Bruno Godey & Aikaterini Manthiou & Daniele Pederzoli & Joonas Rokka & Gaetano Aiello & Raffaele Donvito & Rahul Singh, 2016. "Social media marketing efforts of luxury brands : Influence on brand equity and consumer behavior," Post-Print hal-02313434, HAL.
    14. Park, Hyejune & Kim, Youn-Kyung, 2014. "The role of social network websites in the consumer–brand relationship," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 460-467.
    15. Johannes Brinkmann, 2002. "Business and Marketing Ethics as Professional Ethics. Concepts, Approaches and Typologies," Journal of Business Ethics, Springer, vol. 41(1), pages 159-177, November.
    16. Scott Vitell, 2015. "A Case for Consumer Social Responsibility (CnSR): Including a Selected Review of Consumer Ethics/Social Responsibility Research," Journal of Business Ethics, Springer, vol. 130(4), pages 767-774, September.
    17. Peterson, Robert A. & Merunka, Dwight R., 2014. "Convenience samples of college students and research reproducibility," Journal of Business Research, Elsevier, vol. 67(5), pages 1035-1041.
    18. Nadeem, Waqar & Tan, Teck Ming & Tajvidi, Mina & Hajli, Nick, 2021. "How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    19. Lian, Jiunn-Woei, 2021. "Determinants and consequences of service experience toward small retailer platform business model: Stimulus–organism–response perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    20. Darren W. Dahl & Christoph Fuchs & Martin Schreier, 2015. "Why and When Consumers Prefer Products of User-Driven Firms: A Social Identification Account," Management Science, INFORMS, vol. 61(8), pages 1978-1988, August.
    21. Trong Tuan Luu, 2019. "CSR and Customer Value Co-creation Behavior: The Moderation Mechanisms of Servant Leadership and Relationship Marketing Orientation," Journal of Business Ethics, Springer, vol. 155(2), pages 379-398, March.
    22. Benedict G. C. Dellaert, 2019. "The consumer production journey: marketing to consumers as co-producers in the sharing economy," Journal of the Academy of Marketing Science, Springer, vol. 47(2), pages 238-254, March.
    23. Niels Van Quaquebeke & Jan U. Becker & Niko Goretzki & Christian Barrot, 2019. "Perceived Ethical Leadership Affects Customer Purchasing Intentions Beyond Ethical Marketing in Advertising Due to Moral Identity Self-Congruence Concerns," Journal of Business Ethics, Springer, vol. 156(2), pages 357-376, May.
    24. Stefan Markovic & Oriol Iglesias & Jatinder Jit Singh & Vicenta Sierra, 2018. "How does the Perceived Ethicality of Corporate Services Brands Influence Loyalty and Positive Word-of-Mouth? Analyzing the Roles of Empathy, Affective Commitment, and Perceived Quality," Journal of Business Ethics, Springer, vol. 148(4), pages 721-740, April.
    25. Michael Etter & Christian Fieseler & Glen Whelan, 2019. "Sharing Economy, Sharing Responsibility? Corporate Social Responsibility in the Digital Age," Journal of Business Ethics, Springer, vol. 159(4), pages 935-942, November.
    26. Kathan, Wolfgang & Matzler, Kurt & Veider, Viktoria, 2016. "The sharing economy: Your business model's friend or foe?," Business Horizons, Elsevier, vol. 59(6), pages 663-672.
    27. Tiziana De Magistris & Teresa Del Giudice & Fabio Verneau, 2015. "The Effect of Information on Willingness to Pay for Canned Tuna Fish with Different Corporate Social Responsibility (CSR) Certification: A Pilot Study," Journal of Consumer Affairs, Wiley Blackwell, vol. 49(2), pages 457-471, July.
    28. Chatterjee, Patrali & Kumar, Archana, 2017. "Consumer willingness to pay across retail channels," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 264-270.
    29. Kumar, Sushant & Shah, Arunima, 2021. "Revisiting food delivery apps during COVID-19 pandemic? Investigating the role of emotions," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    30. Alexander Dahlsrud, 2008. "How corporate social responsibility is defined: an analysis of 37 definitions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 15(1), pages 1-13, January.
    31. Richard G Netemeyer & Dee Warmath & Daniel Fernandes & John G LynchJr. & Eileen FischerEditor & Olivier ToubiaAssociate Editor, 2018. "How Am I Doing? Perceived Financial Well-Being, Its Potential Antecedents, and Its Relation to Overall Well-Being," Journal of Consumer Research, Oxford University Press, vol. 45(1), pages 68-89.
    32. Robert Peterson & Dwight Merunka, 2014. "Convenience samples of college students and research reproducibility," Post-Print hal-01822317, HAL.
    33. Ligas, Mark & Chaudhuri, Arjun, 2012. "The moderating roles of shopper experience and store type on the relationship between perceived merchandise value and willingness to pay a higher price," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 249-258.
    34. Dongho Yoo & Jieun Lee, 2018. "The Effects of Corporate Social Responsibility (CSR) Fit and CSR Consistency on Company Evaluation: The Role of CSR Support," Sustainability, MDPI, vol. 10(8), pages 1-16, August.
    35. Toti, Jean-François & Diallo, Mbaye Fall & Huaman-Ramirez, Richard, 2021. "Ethical sensitivity in consumers’ decision-making: The mediating and moderating role of internal locus of control," Journal of Business Research, Elsevier, vol. 131(C), pages 168-182.
    36. Mbaye Fall Diallo & Norchène Ben Dahmane Mouelhi & Mahesh Gadekar & Marie Schill, 2021. "CSR Actions, Brand Value, and Willingness to Pay a Premium Price for Luxury Brands: Does Long-Term Orientation Matter?," Journal of Business Ethics, Springer, vol. 169(2), pages 241-260, March.
    37. Laczniak, Gene R. & Murphy, Patrick E., 2019. "The role of normative marketing ethics," Journal of Business Research, Elsevier, vol. 95(C), pages 401-407.
    38. Shuili Du & C. B. Bhattacharya & Sankar Sen, 2011. "Corporate Social Responsibility and Competitive Advantage: Overcoming the Trust Barrier," Management Science, INFORMS, vol. 57(9), pages 1528-1545, March.
    39. Nicholas Ind & Oriol Iglesias & Stefan Markovic, 2017. "The co-creation continuum: from tactical market research tool to strategic collaborative innovation method," Journal of Brand Management, Palgrave Macmillan, vol. 24(4), pages 310-321, August.
    40. Shawn Pope & Arild Wæraas, 2016. "CSR-Washing is Rare: A Conceptual Framework, Literature Review, and Critique," Journal of Business Ethics, Springer, vol. 137(1), pages 173-193, August.
    41. Waqar Nadeem & Mari Juntunen & Nick Hajli & Mina Tajvidi, 2021. "The Role of Ethical Perceptions in Consumers’ Participation and Value Co-creation on Sharing Economy Platforms," Journal of Business Ethics, Springer, vol. 169(3), pages 421-441, March.
    42. Agag, Gomaa & Aboul-Dahab, Sameh & Shehawy, Yasser Moustafa & Alamoudi, Hawazen O. & Alharthi, Majed D. & Hassan Abdelmoety, Ziad, 2022. "Impacts of COVID-19 on the post-pandemic behaviour: The role of mortality threats and religiosity," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    43. Godey, Bruno & Manthiou, Aikaterini & Pederzoli, Daniele & Rokka, Joonas & Aiello, Gaetano & Donvito, Raffaele & Singh, Rahul, 2016. "Social media marketing efforts of luxury brands: Influence on brand equity and consumer behavior," Journal of Business Research, Elsevier, vol. 69(12), pages 5833-5841.
    44. Mujtaba Ahsan, 2020. "Entrepreneurship and Ethics in the Sharing Economy: A Critical Perspective," Journal of Business Ethics, Springer, vol. 161(1), pages 19-33, January.
    45. Jiménez-Barreto, Jano & Correia Loureiro, Sandra Maria & Rubio, Natalia & Romero, Jaime, 2022. "Service brand coolness in the construction of brand loyalty: A self-presentation theory approach," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    46. Nadeem, Waqar & Al-Imamy, Saifeddin, 2020. "Do ethics drive value co-creation on digital sharing economy platforms?," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    47. Becker-Olsen, Karen L. & Cudmore, B. Andrew & Hill, Ronald Paul, 2006. "The impact of perceived corporate social responsibility on consumer behavior," Journal of Business Research, Elsevier, vol. 59(1), pages 46-53, January.
    48. Andreu, Luisa & Sánchez, Isabel & Mele, Cristina, 2010. "Value co-creation among retailers and consumers: New insights into the furniture market," Journal of Retailing and Consumer Services, Elsevier, vol. 17(4), pages 241-250.
    49. Hsiao, Chun-Hua & Tang, Kai-Yu, 2021. "Who captures whom – Pokémon or tourists? A perspective of the Stimulus-Organism-Response model," International Journal of Information Management, Elsevier, vol. 61(C).
    50. Alejandro Alvarado-Herrera & Enrique Bigne & Joaquín Aldas-Manzano & Rafael Curras-Perez, 2017. "A Scale for Measuring Consumer Perceptions of Corporate Social Responsibility Following the Sustainable Development Paradigm," Journal of Business Ethics, Springer, vol. 140(2), pages 243-262, January.
    51. Bodo Schlegelmilch & Magdalena Öberseder, 2010. "Half a Century of Marketing Ethics: Shifting Perspectives and Emerging Trends," Journal of Business Ethics, Springer, vol. 93(1), pages 1-19, April.
    52. Benjamin Edelman & Michael Luca & Dan Svirsky, 2017. "Racial Discrimination in the Sharing Economy: Evidence from a Field Experiment," American Economic Journal: Applied Economics, American Economic Association, vol. 9(2), pages 1-22, April.
    53. John Williams & Robert Aitken, 2011. "The Service-Dominant Logic of Marketing and Marketing Ethics," Journal of Business Ethics, Springer, vol. 102(3), pages 439-454, September.
    54. Jonas Schmidt & Tammo H. A. Bijmolt, 2020. "Accurately measuring willingness to pay for consumer goods: a meta-analysis of the hypothetical bias," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 499-518, May.
    55. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Oxford University Press, vol. 37(2), pages 197-206, August.
    56. Li, Guoxin & Li, Guofeng & Kambele, Zephaniah, 2012. "Luxury fashion brand consumers in China: Perceived value, fashion lifestyle, and willingness to pay," Journal of Business Research, Elsevier, vol. 65(10), pages 1516-1522.
    57. Oriol Iglesias & Stefan Markovic & Mehdi Bagherzadeh & Jatinder Jit Singh, 2020. "Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty," Journal of Business Ethics, Springer, vol. 163(1), pages 151-166, April.
    58. Khalek, Sk Abu & Chakraborty, Anirban, 2022. "“I like to use but do not wish to own†: Exploring the role of de-ownership orientation in the adoption of access-based services," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).
    59. Lee, Eun-Jung, 2022. "Do tech products have a beauty premium? The effect of visual aesthetics of wearables on willingness-to-pay premium and the role of product category involvement," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Oriol Iglesias & Stefan Markovic & Mehdi Bagherzadeh & Jatinder Jit Singh, 2020. "Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty," Journal of Business Ethics, Springer, vol. 163(1), pages 151-166, April.
    2. Nadeem, Waqar & Al-Imamy, Saifeddin, 2020. "Do ethics drive value co-creation on digital sharing economy platforms?," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    3. Waqar Nadeem & Mari Juntunen & Nick Hajli & Mina Tajvidi, 2021. "The Role of Ethical Perceptions in Consumers’ Participation and Value Co-creation on Sharing Economy Platforms," Journal of Business Ethics, Springer, vol. 169(3), pages 421-441, March.
    4. Naveed Ahmad & Miklas Scholz & Zia Ullah & Muhammad Zulqarnain Arshad & Raja Irfan Sabir & Waris Ali Khan, 2021. "The Nexus of CSR and Co-Creation: A Roadmap towards Consumer Loyalty," Sustainability, MDPI, vol. 13(2), pages 1-15, January.
    5. Fujita, Momoko & Harrigan, Paul & Soutar, Geoffrey N. & Kumar Roy, Sanjit & Roy, Rajat, 2020. "Enhancing member-institution relationships through social media: The role of other-user engagement behavior and similarity perceptions," Journal of Business Research, Elsevier, vol. 121(C), pages 642-654.
    6. Mai, Enping (Shirley) & Ketron, Seth, 2022. "How retailer ownership of vs. collaboration with sharing economy apps affects anticipated service quality and value co-creation," Journal of Business Research, Elsevier, vol. 140(C), pages 684-692.
    7. Nadeem, Waqar & Juntunen, Mari & Shirazi, Farid & Hajli, Nick, 2020. "Consumers’ value co-creation in sharing economy: The role of social support, consumers’ ethical perceptions and relationship quality," Technological Forecasting and Social Change, Elsevier, vol. 151(C).
    8. Mario A. Morales-Parragué & Rodrigo A. Varela-Laso & Luis Araya-Castillo & Fidel Molina-Luque, 2023. "Corporate Social Responsibility: Where Does It Come from, and Where Does It Go? Evolution of the Conceptual Structure from 1975 to 2021," Sustainability, MDPI, vol. 15(7), pages 1-23, March.
    9. Nicolas G. A. Lorgnier & Che-Jen Su & Shawn M. O’Rourke, 2022. "Brands’ perceived sustainable development goals: index development and applications with professional sport teams and fast-food brands," Service Business, Springer;Pan-Pacific Business Association, vol. 16(1), pages 125-157, March.
    10. Nadeem, Waqar & Tan, Teck Ming & Tajvidi, Mina & Hajli, Nick, 2021. "How do experiences enhance brand relationship performance and value co-creation in social commerce? The role of consumer engagement and self brand-connection," Technological Forecasting and Social Change, Elsevier, vol. 171(C).
    11. James Agyei & Shaorong Sun & Emmanuel Kofi Penney & Eugene Abrokwah & Richmond Ofori-Boafo, 2021. "Linking CSR and Customer Engagement: The Role of Customer-Brand Identification and Customer Satisfaction," SAGE Open, , vol. 11(3), pages 21582440211, August.
    12. Ali Raza & Amer Saeed & Muhammad Khalid Iqbal & Umair Saeed & Imran Sadiq & Naveed Ahmad Faraz, 2020. "Linking Corporate Social Responsibility to Customer Loyalty through Co-Creation and Customer Company Identification: Exploring Sequential Mediation Mechanism," Sustainability, MDPI, vol. 12(6), pages 1-19, March.
    13. Puncheva-Michelotti, Petya & Hudson, Sarah & Michelotti, Marco, 2018. "The role of proximity to local and global citizens in stakeholders' moral recognition of corporate social responsibility," Journal of Business Research, Elsevier, vol. 88(C), pages 234-244.
    14. Abdelmoety, Ziad Hassan & Aboul-Dahab, Sameh & Agag, Gomaa, 2022. "A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    15. Agnieszka Izabela Baruk, 2021. "Prosumers’ Needs Satisfied Due to Cooperation with Offerors in the Context of Attitudes toward Such Cooperation," Energies, MDPI, vol. 14(22), pages 1-16, November.
    16. Jose Ribamar Siqueira Junior & Enrique Horst & German Molina & Laura H. Gunn & Felipe Reinoso-Carvalho & Burcu Sezen & Nathalie Peña-García, 2023. "Branding in the eye of the storm: the impact of brand ethical behavior on brand commitment during the COVID-19 crisis in a South American country," Journal of Marketing Analytics, Palgrave Macmillan, vol. 11(1), pages 95-115, March.
    17. Shuili Du & C. Bhattacharya & Sankar Sen, 2015. "Corporate Social Responsibility, Multi-faceted Job-Products, and Employee Outcomes," Journal of Business Ethics, Springer, vol. 131(2), pages 319-335, October.
    18. Camila Kolling & José Luis Duarte Ribeiro & Donato Morea & Gianpaolo Iazzolino, 2023. "Corporate social responsibility and circular economy from the perspective of consumers: A cross‐cultural analysis in the cosmetic industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1226-1243, May.
    19. Javornik, Ana & Filieri, Raffaele & Gumann, Ralph, 2020. "“Don't Forget that Others Are Watching, Too!” The Effect of Conversational Human Voice and Reply Length on Observers' Perceptions of Complaint Handling in Social Media," Journal of Interactive Marketing, Elsevier, vol. 50(C), pages 100-119.
    20. Cheng, Ru & Tao, Lei & Wang, Qiang & Zhao, Xiande, 2023. "The impact of value co-creation orientation on radical service innovation: Exploring a serial mediation mechanism," International Journal of Production Economics, Elsevier, vol. 262(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:70:y:2023:i:c:s0969698922002430. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.