CBR - Consumer Behavior Review

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The CBR - Consumer Behavior Review - is a scientific journal with a continuous publication, which seeks to disseminate the knowledge produced by the academic area in the field of consumer behavior.

Articles in this Journal

The mediating role of brand experience on the relationship between electronic event marketing and brand awareness

This study aimed to investigate the mediation role of brand experience (sensitive experience, intellectual experience, affective experience, and behavioral experience) on the relationship between Electronic event marketing (event experience-event soc...

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Decision-making process of the hyper-connected consumer: towards a capricious and ubiquitous decision-making model

Rapid advancements in mobile and wireless technology, as well as increased accessibility to the internet, have led to hyper-connectivity. As consumers increasingly become interconnected to each other, to things and objects, they become more hyper-con...

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The role of digital influencers in the consumption of vegan products

Veganism has been gaining popularity as a rapidly growing practice, leading to increased interest in conscious consumption and a higher demand for vegan products and food. With this growing trend, digital influencers focused explicitly on the vegan n...

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Investigating the impact of social and product opinions on online shopping behaviors

The study investigates the role of eigenvalues, eigenvectors, and summarized social and product review data using advanced software technologies to understand their influence on consumers’ purchase intents in social shopping contexts. It examines onl...

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Groceries delivered by mistake: an experimental study of customers’ honesty

The present paper reports the results of a field experiment destined to examine to what extent supermarket customers who find an unordered and not paid-for product in their delivery crate call up the supermarket to report the mistakenly delivered pro...

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Cultural orientation and impulse buying behavior among Gen-Z: a survey-based analysis

The University of the Punjab’s Gen-Z students live on a media-saturated campus, allowing them to find, purchase and use products almost instantly. Amid this surge in the popularity of digitally mediated consumption, the current thesis explores the ro...