Limited research has explored the complex dynamics underlying consumer evaluations of brand activism across diverse socio-political contexts. This study addresses this gap by examining three real-world cases, each involving a different brand and issue context—Nike (racial justice), Dick’s Sporting Goods (gun control), and Patagonia (environmental conservation). Extending source credibility theory to the context of brand activism, the study conceptualizes perceived value orientation (morality credibility cue), brand-issue alignment (domain credibility cue), and consumer-issue alignment (identity credibility cue) as a triad of credibility signals that influence consumer judgement of brand activism, particularity in relation to perceived hypocrisy and brand trust. Using data from a U.S.-based online survey (n = 594), the study finds that these cues influence trust directly and indirectly through perceptions of hypocrisy. Notably, each cue operates differently across activism cases: domain credibility is most salient for Patagonia, moral credibility for Nike, and identity credibility for Dick’s. Further exploratory analyses suggest that consumer sensitivity to these cues is not uniform, highlighting the importance of both contextual and individual characteristics in shaping brand activism outcomes. Theoretical and practical implications are discussed.

This paper applies the emotion regulation framework to examine how scope of attention and vividness shape consumer response to psychologically proximal and distant corporate social responsibility (CSR) messages. A scenario-based field experiment was conducted among a panel of 307 consumers, who were randomly assigned to psychologically distant or proximal CSR message. The results show that for psychologically proximal stimuli, local scope of attention (vs. global) leads to more positive emotions. However, this relationship does not hold for psychologically distant stimuli. In the case of psychologically distant stimuli, vividness of the message impacts perceived emotions. Additionally, nature of evidence (statistics vs. anecdotal/identifiable victim stories) does not impact perceived emotions when controlled for vividness. Lastly, perceived emotions influence credibility of the message.

PurposeThis study aims to examine how global brands across diverse industries communicated to engage consumers on social media during a period of existential threat.Design/methodology/approachA thematic analysis was conducted on high-engagement posts from 98 global brands across 11 industry sectors on X between March and September 2020.FindingsFour major topics emerged - crisis communication and initiatives, social and environmental issues, product/brand promotion and social engagement and brand updates - encompassing 17 underlying themes. Dominant topics shifted across crisis phases and sectors.Research limitations/implicationsBy applying terror management theory, the study extends its application to corporate communication. It offers a deeper understanding of how brand messaging evolves across different phases of a crisis to address consumers' needs for safety, connection, purpose and normality in response to existential anxiety.Practical implicationsThe study provides a strategic framework for social media crisis communication, highlighting the importance of adaptive messaging that aligns with consumers' evolving needs to drive meaningful engagement amid heightened mortality salience. Variations in communication approaches across sectors provide further managerial guidance.Originality/valueThis study comprehensively analyzes how global brands across various industries communicate on social media to navigate the challenges posed by a global health crisis. It provides a framework that maps effective communication strategies in response to dynamic consumer needs and serves as a diagnostic tool for refining communication strategies to alleviate consumer anxiety and sustain engagement during an existential threat.

Despite a growing trend in corporate social advocacy (CSA), public responses to a company’s stance on controversial issues have been understudied. Using an online survey targeting U.S. adults, this study examines the theoretical mechanisms underlying consumers’ multifaceted reactions to CSA using Dick’s stance on gun control as a specific case of CSA. Drawing on attribution theory and moral emotion theories, this study finds that positive moral emotions—gratitude and elevation—fully mediate the relationship between perceived intrinsic CSA motives and brand loyalty intention (primary impact), as well as willingness to pay more for companies advocating the same cause (secondary impact), thereby amplifying the overall impact of the advocacy. In contrast, CSA lacking intrinsic motives triggers negative moral emotions (anger), which in turn undermines brand loyalty intention. However, perceived extrinsic CSA motives have no significant influence. Theoretical and practical implications are discussed.

Abstract We examined public reactions to the U.S. House vote to decriminalize cannabis at the federal level. Using Twitter data, we analyzed public sentiment, top hashtags used, and underlying themes in the discourse. Users with a wide range of profiles were engaged in this chatter, predominantly expressing positive sentiment with various thematic hashtags. The conversations were centered around five major topics: commentary on the House vote, legalization impediment in the Senate, expungement of marijuana-related criminal records, medical use of marijuana, and social and economic impact of the bill. We discussed ethical and regulatory implications for retailing and marketing.

The COVID-19 pandemic and rising demand for transparency has heightened the importance of sustainability communications on social media to generate deeper stakeholder engagement. Although B Corporations (B Corps), businesses committed to the triple bottom line (TBL), could serve as a catalyst for sustainable development, little is known about how they communicate on social media during a crisis. Therefore, we examined social media communications of B Corps to (1) identify salient topics and themes, (2) analyze how these themes align with the TBL, and (3) evaluate social media performance against industry benchmarks. We focused on the apparel, footwear, and accessories (AFA) sectors in the U.S. and chose Twitter, a platform known for crisis communication. Using a qualitative method, we found four topics and 21 underlying themes. Topics related to social/environmental issues and COVID-19 were most dominant, followed by product/brand promotions. Further classification of specific themes and cases from a TBL perspective demonstrated that, overall, B Corps in the AFA sectors leveraged various approaches to promote balance between each TBL dimension. Lastly, although collectively B Corps exceeded some of the Twitter industry benchmarks, at an individual level, most brands had room for improvement to build a stronger community and promote synergy among the three pillars of the TBL.

Purpose - This study investigates drivers and dynamics of preferences for brand prominence among the Chinese little emperors (LEs) residing in the US, a unique but powerful consumer group with dual-cultural characteristics. Design/methodology/approach - Using an online survey, the proposed model was tested with a convenience sample of the Chinese LE generation residing in the US Findings - Susceptibility to normative influence was a significant cultural driver of conspicuous, social, and unique value perceptions of luxury consumption among the Chinese LE generation residing in the US Perceived conspicuous and social values of luxury consumption were the primary drivers of this group's brand prominence preference for luxury fashion bags. However, perceived unique value of luxury consumption did not necessarily lead these consumers to prefer prominent logos or marks on a luxury bag. Furthermore, sociodemographic factors (gender, age, and time lived in the US) significantly affected perceptions and preferences related to luxury consumption among this consumer group. Research limitations/implications - This study advances the luxury literature by examining the drivers and dynamics of brand prominence preference among the Chinese LE generation residing in the US By testing the role of different sociodemographic factors, we demonstrate heterogeneity within this group and the evolving nature of their perceptions and preferences related to luxury consumption as they are acculturated to Western culture. We used a convenient sample and focused on luxury fashion bags for measuring preference for brand prominence, limiting the generalizability of the findings. Practical implications - Luxury brands should effectively convey conspicuous and social values in product designs, advertising and promotions as these values play integral roles in determining the Chinese LE generation's preference for brand prominence. Our findings also highlight the importance of fine-tuned approaches to different segments within the LE generation cohort. Originality/value - This study fills several gaps in the luxury literature by empirically investigating various factors affecting preference for brand prominence among the Chinese LE generation residing in the US, an important but under-researched luxury segment.

Purpose This study aims to examine gender differences in the impact of imagining product use on purchase decisions. The authors argue that while imagination can enhance purchase intention for female consumers, it can be detrimental to male consumers. This study explores the conditions under which imagination can be turned into a positive device for male consumers. Design/methodology/approach Three experimental studies were conducted. The first two studies illustrate the differential effects of imagination on males vs females. Given the negative effect found among males, the third study focused exclusively on male consumers to identify conditions under which the negative impact of imagination on these consumers can be alleviated. Findings Studies 1 and 2 show that while an imagination tactic has positive or no effect on female consumers, a generic imagination request lowers male consumers' purchase intention. Focusing on potential ways of alleviating this negative effect, Study 3 shows that for males without prior brand ownership experience, imagining product use in a less-typical context can increase purchase intention. Research limitations/implications - The results provide evidence that gender impacts the effectiveness of imagination in improving product evaluation. Furthermore, the context of imagination and previous brand experience can be used together to determine how male consumers respond to imagination. Practical implications - The study's findings warn against the blind use of imagination tactics. Instead, retailers need to customize imagination tactics based on gender, previous brand experience and product usage context. Originality/value To the best of the authors' knowledge, this is one of the first papers to examine the impact of gender on the influence of imagination on product evaluation.

Purpose This study aims to examine relationships between corporate social responsibility (CSR) toward two key stakeholder groups – patients and society and hospital brand advocacy, and the mediating role of trust and patient-hospital identification (PHI) and the moderating role of hospital type on these associations. Design/methodology/approach The sample of 455 hospital patients was surveyed in Vietnam. Findings The results suggest that both CSR toward society and patients are positively related to brand advocacy. The influence of CSR toward patients on brand advocacy was stronger for private hospitals than public hospitals. Trust and PHI independently and partially mediate relationships between both stakeholder groups of CSR and brand advocacy with the exception of the trust, which fully mediates the relationship between CSR toward society and brand advocacy. Trust and PHI serve as serial mediators. Practical implications Hospitals can promote patients’ organic word of mouth through CSR initiatives and focusing on the reliability, safety and quality of care. Originality/value This study examines the mediation effects of trust and PHI and moderating role of hospital type in the relationships between two components of CSR effort and hospital brand advocacy.

This article describes how for many college students the transition to college-level mathematics courses presents new challenges beyond those that were part of the high school experience. In this interdisciplinary study forty-four non-mathematics and non-science majors, enrolled in a retail-buying course, were studied to examine student confidence in performing applied mathematical tasks, mathematics achievement in college, and the relationship between predictors of college success (mathematics studied in high school, SAT/ACT scores, and mathematics courses taken in college). Measurements used for the study included a subset of items from the Mathematics Self-Efficacy Scale (MSES) on a 5-point Likert-type scale, course grades, number of years studying mathematics in high school and number of mathematics courses in college. Findings indicate that mathematics courses taken in college increased confidence in working mathematical tasks and were significant predictors of achievement in the retail course. In addition, SAT/ACT scores also were critical to the overall mathematics achievement.

Very limited research addresses cultural change and consumer decisions in key emerging markets experiencing proliferation of Western brands and retail formats. This study fills the gap in the literature by investigating the role of need for distinctiveness and Western acculturation in shifting value perceptions of Western brands and Western retail formats among young urban Indian consumers, an emerging market with growing spending power. Mall/market-intercept surveys in four Indian cities revealed that young urban Indian consumers' need for distinctiveness accelerated Western acculturation, thereby enhancing perceived values of Western brands and Western retail formats. Such value perceptions significantly increased intention to buy Western brands at Western retail formats. Theoretical and managerial implications are discussed for retailers seeking to enter or expand in India, especially those targeting young urban consumers.

## Purpose of Study: The purpose of this study was to assess student preference for procedural (formula-driven) versus conceptual (concept-driven) approaches to solve mathematical problems. Additionally, we evaluated differences in preferences among students who performed above average and those who performed at or below average on simple arithmetic problems. ## Methods/Design and Sample: We used a single-factor (Instructional Approach: conceptual vs. procedural) between-subjects experiment. Instructional approach was manipulated using short embedded instructional videos. Students evaluated each approach on a five-point scale. ## Results: We found that students (above-average and average/below-average) preferred the procedural approach to the conceptual approach. Interestingly, however, although students preferred the procedural approach when first introduced to it, above-average students evaluated the conceptual approach more positively if they were unable to solve a problem correctly and were presented with additional conceptual instruction. On the other hand, there was no change in the evaluation of the procedural approach. ## Value to Marketing Educators: The findings of this study indicate that students develop mathematical knowledge and understanding differently. Faculty who teach courses with a high degree of mathematics concepts should work to provide multiple experiences that include both procedural and conceptual techniques to develop a holistic understanding of mathematics.

By analyzing retail news published between 2008 and 2011, we examined retrenchment and investment strategies employed by retailers in the U.S. in response to the Great Recession. We found four categories of retrenchment (store closings, buyouts, bankruptcies, and pull backs) and five categories of investment (market expansion, product development, service development, strategic partnerships, and corporate social responsibility). Retrenchment decisions were constrained by retailers' financial strength, whereas investment decisions varied with firms' strategic orientations and resource capabilities. Findings of this study enhance theoretical understanding of underlying factors of specific retrenchment and investment decisions that retailers pursued during a challenging economic time.

This study shows the role of consumers' prior brand loyalty and environmental concern in their responses to third-party green–brown ratings of a brand. The online quasi-experiment with a national sample of U.S. consumers revealed that the validity of third-party green–brown ratings is believed equally between consumers with high and low environmental concern, but the impact of the ratings on brand greenness perception was greater among consumers with high (vs. low) environmental concern. This study also shows that consumers who are loyal to a brand are more likely to accept the validity of the brand's green rating than that of its brown rating. Further, loyal consumers deny the relevance of the brown rating to the brand's greenness. These findings suggest biased assimilation of third-party green–brown rating information as a function of the consumer's prior brand loyalty and environmental concern. We discuss the theoretical and managerial implications of the findings.

3D virtual reality technology can be used to create innovative virtual store environments capable of delivering unique and engaging shopping experiences. However, the value of using such an advanced technology has not been fully exploited yet. This study brings together knowledge from marketing, psychology, and engineering disciplines to investigate the role of immersive 3D virtual reality in enhancing consumer experience in an online store environment. We propose to design an immersive 3D virtual store and use psychological (cognitive elaboration, perceived diagnosticity, and perceived value) and physiological (neuroimaging) measures to examine how consumers respond to the 3D environment versus a 2D environment. By doing so, this study will illustrate the potential of 3D virtual reality in delivering more appealing shopping experiences than the traditional 2D interface featured by most existing online retail websites. Thus, the findings of this study can be the harbinger of future development of virtual shopping environments.

Purpose– The purpose of this paper is to examine the range of realignment strategies employed by retailers in the USA in response to the 2008 economic recession.Design/methodology/approach– Following the grounded theory approach, National Retail Federation News Briefs published between 2008 and 2011 were analyzed by sorting them into thematic categories and comparing trends in strategic decisions during the recession (2008-2009) and after the recession (2010-2011). Based on the emergent categories, propositions were developed to provide theoretical explanations of the findings.Findings– The authors found five thematic categories of realignment strategies: promotional, organizational, price, operational, and product realignments. In line with contingency theories, retailers used these strategies to achieve a greater fit with the altered business environment and consumer consumption patterns. While promotional realignment was most prevalent, followed by organizational realignment, different realignment strategies were pursued based on the strategic focus and long-term vs short-term orientation of the retailers.Originality/value– The contribution of the findings is twofold: filling a critical gap in the literature examining the range of realignment decisions of the US retail industry in response to the recent economic recession; and enhancing the theoretical understanding of underlying factors or mechanisms of specific realignment decisions in the context of a turbulent economic environment.

Fast fashion retailers are growing faster than any other type of retailer due to their ability to offer trendy low-cost clothing mimicking latest runway trends with turnaround times as low as two weeks. Fueled by short production and distribution lead times, fast fashion retailers combine rapid prototyping, small batches of fashionable product designs, and efficient transportations and delivery. Among others, the methods applied in fast-fashion industry include mass customization and personalization, and lean manufacturing. Current trends in manufacturing lean towards the application of digital and rapid manufacturing methods and increased use of product lifecycle management, knowledge management systems and computer integrated manufacturing. Furthermore, modern fashion systems span geographical regions, wherein design and manufacturing is not necessarily done at the same location and it requires coordination of many pairs of hands and machines, followed by multiple processes and treatments to meet the demands of ever decreasing time-to-market. Hence, there are connections that can be used as a benefit for multidisciplinary student projects which would include fashion merchandising students and engineering students. Therefore, the purpose of this paper is to present a model of a project which would include a team of students with diverse backgrounds and experiences in fashion, engineering, and industrial technology in order to examine various manufacturing system concepts that can be used to enhance the sustainability of fast-fashion systems. These activities would be embedded in their current courses and they would expose engineering students to a fashion manufacturing industry and fashion students to engineering concepts of product lifecycle management and computer aided manufacturing. Special emphasis would be given to female engineering students who are not necessarily exposed to this kind of industry in their major.

Despite the increased attention to corporate social responsibility (CSR) and regulatory changes in recent years, little is known about how apparel companies are implementing and communicating CSR practices to their stakeholders. To fill the gap, this study investigated the range and strategies of leading apparel specialty retailers' CSR practices as communicated on their websites over a longitudinal period of 1 year. In total, 17 apparel specialty retailers were included in the analysis. The companies' websites were content-analyzed in-depth using the coding criteria focusing on labor and environmental issues developed for this study. The initial data were collected in November 2011 and the study was replicated in December 2012 to examine any changes in the CSR practices. As of 2011 only nine companies addressed CSR issues on their websites at different degrees despite their leadership positions in the industry. Environmental issues were addressed by only five companies, with different ranges of practices. In 2012, all 17 companies addressed labor issues on their websites with varying degrees of specificity. In terms of environmental issues, six companies (an increase of one company from 2011) addressed environmental initiatives on their websites with wider ranges of practices. Discussed are problems and opportunities, as well as the role of the government and stakeholders, for the effective communications of CSR policies and initiatives for the apparel industry.

While human crowding has been considered a driver of negative emotions, leading to unpleasant shopping experiences, other studies have found that it does not necessarily result in negative emotions but creates excitement in certain shopping contexts. To fill the research gap, this study investigates whether perceived competition mediates the relationships among human crowding, emotions, and hedonic shopping value. The authors tested the model with actual shoppers from fast fashion retailers in the United States. Results showed that when perceived human crowding is mediated through perceived shopping competition, it creates positive emotions and induces hedonic shopping value.