8 research outputs found
Reassessing the effect of colour on attitude and behavioural intentions in promotional activities: The moderating role of mood and involvement
The present research examines the effect of background colour on attitude and behavioural intentions in various promotional activities taking into consideration the moderating role of mood and involvement. Three experiments reflecting different promotional activities (window display, consumer trade show, guerrilla marketing) were conducted for this purpose. Overall, findings indicate that cool background colours, in contrast to warm colours, induce more positive attitudes and behavioural intentions mainly in positive mood, and low involvement conditions. Implications are also discussed
Challenging Explanations Of Consumer Loyalty In Ongoing Cross-Border Service Relationships
Research on cross-border shopping has typically focused on consumersâ "one-time" visits to foreign countries (e.g., Guo, Vasquez-Parraga, and Wang 2006; Kwak, Jaju, and Larsen 2006; Piron 2006). It has ignored the increased development of consumersâ ongoing crossborder relationships with foreign service-providers and the evolution of consumer-foreign provider loyalty