This study underlines the value of the brand personality and its influence on consumer's decision making, through relational variables. An empirical study, in which 380 participants have received an SMS ad, confirms that brand personality does actually influence brand trust, brand attachment and brand commitment. The levels of brand sensitivity and involvement have also an impact on the brand personality and on its related variables.

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PurposeOnline purchases might be delayed. In some cases, this postponement could be a privileged, an adequate, or an efficient strategy. Online consumer procrastination is the voluntary and rational delay of a planned online purchase. The purpose of this research is to develop a measure of this behavior.Design/methodology/approachThe Churchill's paradigm adapted by Roehrich was adopted. A total of 77 items were generated from 27 interviews. This set of items was reduced to 23 after dropping out redundant or not representative items. In a pilot study, factor analysis on the 23‐item scale yielded a two‐factor structure scale of five items with a reliability ranging from 0.715 to 0.809. The Online Consumer Procrastination Scale (OCPS) was statistically confirmed and validated, in a subsequent investigation.FindingsFindings revealed a reliable and valid five‐item scale. Its dimensions are online deal‐proneness and online rationality.Research limitations/implicationsThis research allows a better conceptualization of the online consumer procrastination. Future research should assess the OCPS validity across different product categories.Practical implicationsOCPS will make easier the recognition of e‐shoppers who delay the achievement of online purchase intentions.Originality/valueOCPS is the first scale measuring the reasonable delay in an online purchase context.

This research's objective is to verify the relationships between the consumer's perception of logistics' efficiency, satisfaction and behavioral intention. The logistic components perceived by the consumer were identified by a qualitative research. A questionnaire was conducted nearby 290 participants in order to check the impact of loyalty and mood on the sensitivity to the logistic function's efficiency and the influence of the latter on satisfaction and the patronage intention. Results show that the sensitivity to logistics efficiency is found to be three dimensional. It is subdivided into sensitivity to merchandising, availability of products and associated information, logistical sensitivity at the department level and logistical sensitivity at the tills level. This research found that loyal consumers are less sensitive to logistics efficiency. The latter is positively influenced by shopper's mood. Satisfaction and patronage intention are influenced only by the logistical efficiency at the tills level. This research can help the stores' managers to avoid problems triggered by the perception of logistical activities and to minimize their negative impacts by manipulating other in store variables. Its originality stems from the newness of considering the perception of the store's logistical function as a consumer variable which may have an impact on his behavior.