Purpose Coronavirus disease 2019 (COVID-19) has created a challenging, yet
opportunistic, environment in which to conduct transformative service research (TSR) and …

This study explores consumer behavior during the pandemic through the lens of social
cognitive theory (SCT). Using the SCT framework and assessing the pandemic as an …

During a roundtable discussion at the 2022 GENMAC Conference, a group of researchers
specializing in religiosity and spiritual consumption, using examples from their own …

This study joins a rapidly growing body of research that investigates the multi‐faceted
impacts of the Covid‐19 pandemic on consumers' behavior. Specifically, we examine how …

Research on how vulnerable consumers navigate various marketplaces and service
interactions, develo** specific consumer skills in order to empower themselves during …

People with disabilities are the world's largest minority stakeholder group, and they continue
to face significant challenges in every aspect of their lives. This study explored the transport …

Purpose This paper aims to explore how service organizations can improve the
effectiveness of well-being creation efforts given the pressing societal issues and global …

Journey research has primarily analyzed agentic, solo travelers making rational single-
purchase decisions. In contrast, we examine a journey where consumers and their traveling …

Purpose The current research aims to introduce the concept of frontline employee (FLE)
vulnerability and examine its antecedents and consequences using a framework grounded …

We introduce a feminist pedagogical approach to marketing education through designing
gender transformative advertising pedagogy, to promote diversity, ethics and gender justice …