This study examines the differential effects of the benefits customers receive from a loyalty program (LP) on satisfaction with the LP, trust in the LP, and store loyalty for highand low-end fashion retailers. With survey data from U.S. LP subscribers, the study tests the relationships using multiple regressions and analysis of covariance. The results show that symbolic benefits are more important for high-end fashion store consumers' satisfaction with the LP; conversely, utilitarian benefits increase consumers' satisfaction with the LP more in low-end fashion retailing, whereas hedonic benefits increase consumers' satisfaction with the LP in both types of retailers. All benefits in both types of retailers affect trust in the LP.Finally, satisfaction with and trust in the LP are important drivers of loyalty to the retailer.The findings have important implications on how managers of high-and low-end fashion retailing can effectively design their LP rewards to maximize loyalty.

Despite the reasonable explanatory power of existing models of consumers' ethical decision making, a large part of the process remains unexplained. This article draws on previous research and proposes an integrated model that includes measures of the theory of planned behavior, personal norms, self-identity, neutralization, past experience, and attitudinal ambivalence. We postulate and test a variety of direct and moderating effects in the context of a large survey with a representative sample of the U.K. population. Overall, the resulting model represents an empirically robust and holistic attempt to identify the most important determinants of consumers' support for the fair-trade movement. Implications and avenues for further research are discussed.Keywords Attitude-behavior gap; Consumer ethical decision making; Ethical consumerism; Fair trade; Theory of planned behavior 2 3 IntroductionResearch on ethical consumerism has grown substantially since the 1990s and has provided valuable insights into the ways people respond to the moral and environmental challenges of living in contemporary consumption environments.However, the literature remains limited, and additional work is necessary for a comprehensive and unified understanding of the role of ethics in consumption. In this endeavor, some authors concentrate on developing models of consumer ethical decision making, often drawing on socio-cognitive models originally applied in other fields, such as Ajzen's (1985Ajzen's ( , 1991 theory of planned behavior (TPB), Schwartz's (1977) model of norm activation, and Hunt and Vitell's (1986, 1992) general theory of marketing ethics. These models build on the premise that consumers' ethical judgments (or related attitudinal constructs) are consistent with their behavioral intentions, which in turn are an effective proxy for actual behavior in most circumstances (Fukukawa, 2002). Nonetheless, studies on ethical consumerism have consistently challenged this premise owing to the widespread observation of the gap between attitudes and behavior (e.g., Bray et al., 2011; Carrigan and Attalla, 2001; Carrington et al., 2010). For example, consumers often buy environmentally hazardous products regardless of their expressed concern for greener alternatives (Devinney et al., 2010).Although various theoretical explanations for the attitude-behavior gap are available in the literature (e.g., Bray et al., 2011; Carrington et al., 2010; Chatzidakis et al., 2007), on an empirical level, surprisingly few studies have attempted to provide a more comprehensive approach to narrowing that gap. So far, the dominant approach to increasing the amount of variance explained in ethical intentions or behavior has been the addition of variables that may have an effect alongside established attitudinal 4 constructs. For example, in applying the TPB to ethical consumer behavior, Shaw and colleagues (Ozcaglar-Toulouse et al., 2006;Shaw and Clarke, 1999;Shaw and Shiu, 2002a, 2002b, 2003Shaw et al., 2000) suggest the addition of personal no...

No abstract

Five theoretical approaches can predict favoritism toward domestic and foreign brands. This article applies a contrastive perspective to examine social identity, personal identity, cultural identity, system justification, and categorical cognition theories and their attendant constructs. The authors propose a set of main-effects hypotheses as well as hypotheses related to both product and country moderation effects on attitudes toward and loyalty to domestic and foreign brands. They test the hypotheses on a sample of Chinese consumers with respect to salient brands from 12 product categories. The results indicate that three of the theoretical approaches examined can explain only one side of favoritism-most commonly favoritism toward domestic brands-but not favoritism toward both domestic and foreign brands. Consumer xenocentrism, a concept rooted in system justification theory, seems to provide more consistent predictions for both domestic-and foreign-brand bias.

This paper investigates the effect of Schwartz's (1992) four cultural value orientations on the values consumers ascribe to luxury products. In response to well-documented criticisms of assessing cultural values as aggregates measured at the nation level, this study examines the effects of value orientation measured at the individual level. Using survey data from U.S. consumers, the study shows that cultural values influence consumers' perceptions of the usability, uniqueness, quality, and social luxury values. Self-enhancement and social luxury values are the key drivers of consumers' proclivity for luxury consumption. A post hoc analysis reveals four luxury consumers groups: "unconcerned," "functionalists," "moderately-eager," and "luxury-enthusiasts." People with high self-enhancement and selftranscendence values are more likely to be luxury-enthusiasts, whereas functionalists and unconcerned share similar cultural value profiles. Luxury-enthusiasts have the highest proclivity for luxury consumption, followed by moderates and functionalists. These findings have marketing implications for segmenting luxury customers in a cross-cultural setting.