The Canadian Journal of Marketing Research (CJMR) is a peer-reviewed academic journal dedicated to advancing the understanding and application of marketing research methods and practices. Founded by the Professional Marketing Research Society, the journal serves as a bridge between theory and practice—bringing together scholars, practitioners, and industry leaders to share innovative insights, data-driven strategies, and emerging methodologies that shape the marketing research landscape in Canada and beyond.
Understanding Consumer Acceptance of Virtual Reality Try-On Features in Apparel E-Commerce: A Pilot Study Approach
The pilot study investigation examines that consumer acceptance of Virtual Reality (VR) try-on technology is transformed consumers way to interact in apparel E-commerce. This innovation is enabling consumers to visualize garments in simulated environment which helps to reduce uncertainty and enhancing shopping experiences. This study evaluates six constructs: Perceived ease of use, Perceived usefulness, Attitude, Behavioral Intention, Purchase intention and trust. A pilot survey was conducted 100 respondents to assess reliability and validity of the measurement instrument which leads to large scale data collection. Data were analyzed by Smart PLS (4.1.1.7). the results show the satisfactory internal consistency reliability with Cronbach’s alpha and composite Reliability under recommended values. Convergent validity was confirmed using Average Variance Extracted (AVE) values. Discriminant Validity was supported by Fornell- Larcker criterion. Overall, the pilot study provides a strong foundation for examining consumer adoption of immersive technologies in apparel e-commerce industry.
Virtual Reality Try-on, Technology Acceptance Model (TAM), Behavioral Intention, Purchase Intention, Apparel E-commerce, Trust.
Copyright (c) 2026 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
A Study on the Impact of Perceived Organizational Support on Work - Life Balance of Employees in the Banking Sector
Achieving work-life balance is greatly facilitated by the basic nature of the banking industry, which comprises performance needs, government regulations, technology, and customer service. Taking into consideration the factors mentioned above, the current study was conducted to explore the role of work-life balance in shaping the perceptions of employees towards organizational support in public and private sector banks. The current study was also conducted to highlight some of the most important aspects of how employees perceive organizational support, which comprise career opportunities, flexible working hours, welfare, managerial support, and rewards and recognition. In addition, the current study was also conducted to highlight some of the most important aspects of work-life balance, which comprise job involvement, working hours, work-life balance, and work-life satisfaction. The primary data for the current study was collected from employees in the banking sector, and the study was conducted through a systematic questionnaire technique. In addition, the concept was also explored through statistical analysis. The findings of the current study highlighted that work-life balance and organizational perceptions are highly interrelated. In addition, it was also noted that public and private sector banks are different from each other.
Perceived Organizational Support, Work life Balance, Public Banks, Employee Well-being, Organizational Commitment, Banking Sector
Copyright (c) 2025 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
Behavioural Pricing Strategies in Online RetailAn Empirical and Conceptual Investigation
Behavioural pricing strategies have emerged as a critical tool for online retailers seeking to influence consumer decision-making in highly competitive digital marketplaces. Unlike traditional pricing models that rely solely on economic rationality, behavioural pricing integrates psychological principles to shape perceptions of value, urgency, fairness, and trust. This research article explores the theoretical foundations, key behavioural pricing techniques, and their practical implications in online retail environments. The study adopts a conceptual and empirical review-based methodology by synthesizing insights from behavioural economics, digital marketing, and consumer psychology literature. Major strategies such as charm pricing, dynamic pricing, scarcity framing, personalized pricing, reference pricing, and freemium models are examined in detail. The article also develops a conceptual framework illustrating how behavioural pricing impacts purchase intention, perceived value, and brand loyalty. Findings indicate that when applied ethically, behavioural pricing significantly enhances conversion rates and long-term customer engagement. The paper concludes with managerial implications, ethical concerns, and future research directions
Behavioural pricing, online retail, consumer psychology, dynamic pricing, digital marketing, price perception
Copyright (c) 2024 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
Impact of Delivery Speed on E-Commerce Customer Loyalty
The exponential growth of e-commerce has intensified competition among online retailers, making delivery speed a crucial differentiator. This research investigates the impact of delivery speed on customer loyalty within the e-commerce ecosystem. Drawing upon Expectation-Confirmation Theory and Service Quality models, this study conceptualizes delivery speed as a key determinant of satisfaction, trust, repurchase intention, and brand advocacy. Using a structured literature synthesis and a proposed empirical framework, the study establishes that faster and reliable delivery significantly enhances perceived value and emotional attachment toward e-commerce brands. The paper contributes to logistics management literature by integrating last-mile delivery speed with loyalty outcomes and provides managerial implications for platform strategy, supply chain optimization, and digital brand positioning
Delivery speed, customer loyalty, e-commerce logistics, repurchase intention, last-mile delivery, service quality
Determinants of Online Grocery Shopping Adoption
Online grocery shopping has shifted from a niche service to a mainstream retail format, driven by urbanization, digital infrastructure, and changing consumer lifestyles. However, adoption levels still vary considerably across demographic segments and regions, indicating that multiple determinants shape consumers’ intentions and behaviors. This study conceptually examines the determinants of online grocery shopping adoption by integrating insights from the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology (UTAUT2), and consumer behavior literature. Key determinants considered include perceived usefulness, perceived ease of use, perceived risk, delivery reliability, price value, product assortment, trust, social influence, and facilitating conditions. A conceptual framework is proposed, followed by a hypothetical quantitative research design using survey data and structural equation modeling. The paper illustrates how the determinants can be empirically tested and discusses their likely impact on behavioral intention and actual usage. Managerial implications are provided for online grocery platforms and traditional retailers transitioning to omni-channel models. The paper concludes by highlighting research gaps and avenues for future empirical work on online grocery adoption, especially in emerging markets.
online grocery shopping, technology adoption, perceived usefulness, perceived risk, e-commerce, UTAUT2, consumer behavior
Copyright (c) 2023 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
Role of Dark Stores in the Future Retail Supply Chain
The rapid growth of e-commerce, quick commerce, and omni-channel retailing has introduced new fulfillment models that challenge traditional retail logistics structures. Among these innovations, dark stores—retail outlets designed exclusively for online order fulfillment—have emerged as a critical component of modern retail supply chains. This study explores the strategic role of dark stores in enhancing last-mile delivery efficiency, inventory optimization, and customer responsiveness. Using a quantitative research approach with survey data collected from 480 retail professionals and logistics managers across India, the study applies structural equation modeling (SEM) to evaluate the impact of dark store integration on supply chain performance. The findings reveal that dark stores significantly improve order fulfillment speed, reduce last-mile delivery cost, and enhance customer satisfaction in high-density urban markets. The study contributes to future retail supply chain literature by validating dark stores as a central node in technology-driven, demand-responsive logistics ecosystems.
Dark stores, future retail supply chain, quick commerce, last-mile delivery, omni-channel retail, retail logistics, fulfillment centers
Copyright (c) 2022 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
Transformation of Canadian Retail Post-COVID: A Comparative Study
The COVID-19 pandemic triggered one of the most disruptive transformations in the history of retail worldwide, and Canada was no exception. Lockdowns, supply chain disruptions, digital acceleration, and changing consumer behavior permanently reshaped the Canadian retail landscape. This study provides a comprehensive comparative analysis of the transformation of Canadian retail in the post-COVID era by examining structural, technological, operational, and consumer-level changes across key retail formats. Using a qualitative–conceptual comparative framework supported by secondary data and industry reports, this paper compares pre-COVID (2018–2019) and post-COVID (2021–2024) retail environments across five critical dimensions: consumer behavior, digital transformation, supply chain management, retail formats, and workforce transformation. The findings reveal a decisive shift toward omnichannel retailing, contactless commerce, data-driven personalization, and flexible supply networks. The study contributes to retail transformation literature and offers strategic insights for retailers navigating a permanently altered marketplace.
Canadian Retail, Post-COVID Transformation, Omnichannel Retail, Digital Commerce, Supply Chain Resilience, Consumer Behavior
The Role of Micro-Brands in Disrupting Traditional Retail MarketsThe Role of Micro-Brands in Disrupting Traditional Retail Markets
Micro-brands—small, digitally native, highly specialized brands—have emerged as powerful disruptors of traditional retail markets. Enabled by social media, direct-to-consumer (DTC) platforms, creator ecosystems, and community-based marketing, these brands challenge large incumbents by offering authenticity, personalization, speed, and niche relevance. This research examines the strategic role of micro-brands in disrupting traditional retail structures, focusing on their business models, branding logic, customer engagement strategies, and supply chain configurations. Through an integrative conceptual framework grounded in disruption theory, digital entrepreneurship literature, and brand community research, the study identifies key mechanisms through which micro-brands erode the competitive advantages of traditional retail firms. The paper further analyzes the challenges micro-brands face in scaling sustainably and outlines strategic opportunities for both startups and traditional retailers. The study contributes to retail transformation theory and provides actionable insights for managers navigating the shift from mass retailing to niche-driven platforms.
Micro-Brands, Retail Disruption, Direct-to-Consumer, Niche Marketing, Digital Entrepreneurship, Brand Communities
Cross-Cultural Brand Perception Differences in North America
In today’s globalized marketplace, brands operate across multiple cultural environments where consumer perceptions vary significantly. North America, consisting primarily of the United States and Canada, presents a unique setting in which cultural diversity, economic development, and media influence shape brand evaluation differently across regions. This study examines the nature of cross-cultural brand perception differences within North America and analyzes how cultural values, social identity, communication styles, and consumer ethnocentrism influence brand meaning and preference. Drawing upon established cultural theories and branding literature, this paper develops a conceptual framework illustrating the relationship between cultural dimensions and brand perception outcomes. The findings reveal that cultural variations significantly affect brand trust, emotional attachment, quality perception, and purchase intention. The study offers strategic insights for global brand managers seeking to localize brand communication while maintaining overall brand consistency.
Cross-cultural branding, Brand perception, Consumer culture, North America, Global marketing
Country-of-Origin Effect on Premium Branding
The Country-of-Origin (COO) effect plays a crucial role in shaping consumer perceptions, particularly in the premium branding context where symbolic value, prestige, and perceived quality dominate purchasing decisions. This study examines how country-of-origin cues influence brand image, perceived quality, brand trust, and willingness to pay a premium price. Using survey data collected from 520 consumers across luxury fashion, premium automobiles, electronics, and cosmetics sectors in India, this research employs structural equation modeling (SEM) to test the hypothesized relationships. The findings reveal that country-of-origin significantly affects perceived quality and brand prestige, which in turn strongly influence premium price acceptance and brand loyalty. The study contributes to international branding literature by empirically validating the strategic importance of COO in premium brand positioning and provides actionable insights for global brand managers
Country-of-origin effect, premium branding, brand prestige, perceived quality, luxury marketing, global branding.
Brand Hate and Anti-Branding Behaviour in Online Communities
With the rapid growth of social media and online brand communities, consumer–brand interactions have become increasingly transparent, immediate, and emotionally charged. Alongside positive engagements such as brand advocacy and loyalty, negative phenomena such as brand hate and anti-branding behaviour have gained significant prominence. This study develops a comprehensive conceptual understanding of brand hate and anti-branding behaviour in online communities. Drawing upon theories of consumer emotions, social identity, and resistance to branding, the paper proposes a structured framework that explains the antecedents, manifestations, and consequences of brand hate in digital spaces. Key drivers such as consumer disappointment, ideological incompatibility, symbolic incongruity, and perceived corporate wrongdoing are examined in depth. The study further explains how online communities act as amplifiers of brand hate through collective sense-making, emotional contagion, and digital activism. The paper contributes to branding and consumer culture theory by integrating emotional and behavioral perspectives of consumer resistance and provides actionable insights for brand managers seeking to mitigate online brand hostility..
Brand Hate, Anti-Branding Behaviour, Online Communities, Consumer Resistance, Negative Word-of-Mouth, Digital Activism
How Social Movements (e.g., Climate Activism) Shape Consumer Markets
Social movements have historically influenced public values, political institutions, and market dynamics. In recent years, movements such as climate activism, racial justice campaigns, gender equality movements, and Indigenous rights activism have become critical drivers of consumer preference shifts. This paper investigates how contemporary social movements—particularly climate activism—reshape consumer markets, alter brand strategies, and influence corporate sustainability commitments. Using a conceptual approach supported by academic literature, industry reports, and behavioural science theories, this article outlines five major market responses: (1) growth of ethical consumerism, (2) rise of sustainable product categories, (3) brand accountability and activism, (4) consumer boycotts and buycotts, and (5) transformation of retail communication strategies. Findings highlight that social movements do not merely change opinions; they directly affect purchasing behaviour, market structures, and brand valuations
Social movements, climate activism, consumer behaviour, sustainable markets, brand activism, ethical consumption, corporate responsibility.
Cultural Symbolism in Advertising: Canadian vs. Global Brands
Cultural symbolism plays a central role in advertising, shaping how consumers interpret brand messages and connect emotionally with products. In Canada, a highly multicultural nation, domestic and international brands increasingly rely on cultural cues to resonate with diverse audiences. This research compares cultural symbolism in advertising used by Canadian brands versus global brands operating in the Canadian market. Findings reveal that while Canadian brands rely heavily on national identity cues—such as multicultural harmony, nature, bilingualism, and community values—global brands adopt universal cultural symbols emphasizing modernity, aspiration, individuality, and global connectivity. The study analyses symbolic messaging strategies, consumer interpretations, and market implications for cross-cultural communication. Recommendations for inclusive, culturally intelligent advertising are offered..
Cultural symbolism, advertising, Canadian brands, global brands, multicultural marketing, semiotics, consumer interpretation.
The Role of Ethnic Identity in Food and Beverage Marketing
Ethnic identity has become a central construct in understanding consumer behaviour in increasingly multicultural markets. In food and beverage categories—where culture, tradition, and identity intersect most visibly—ethnic identity plays a powerful role in shaping preferences, brand perceptions, and purchase decisions. This conceptual paper examines how ethnic identity influences food and beverage consumption and how marketers can design effective strategies that are culturally sensitive and commercially viable. Drawing on theories of social identity, acculturation, and symbolic consumption, the article proposes an integrative framework connecting ethnic identity strength, acculturation level, and situational cues to consumer responses such as product choice, brand loyalty, and willingness to pay. The paper also outlines a mixed-methods research design for empirically investigating these dynamics, provides hypothetical findings, and highlights managerial implications, including the design of ethnic product lines, fusion offerings, and inclusive communication. The article concludes by stressing the importance of authenticity, respect, and co-creation with ethnic communities to avoid stereotyping or cultural appropriation in food and beverage marketing.
ethnic identity, food marketing, beverage marketing, multicultural consumers, acculturation, symbolic consumption
Evaluating the Long-Term Effects of Loyalty Programs
Customer loyalty programs have become a pervasive tool in contemporary marketing strategy, yet their long-term effectiveness remains debated. While many studies confirm short-term gains in customer engagement, spending, and retention, the sustained impact of these programs on behavioral and attitudinal loyalty is less clear. This paper evaluates the long-term effects of loyalty programs by synthesizing existing empirical research and proposing a conceptual framework grounded in relationship marketing, customer lifetime value (CLV), and behavioral economics. We distinguish between short-term transactional outcomes (such as increased purchase frequency) and long-term strategic outcomes (such as exclusive loyalty, advocacy, and profit growth). Prior evidence suggests that well-designed loyalty programs can produce modest but significant improvements in share-of-wallet, retention, and behavioral loyalty, especially when personalized and integrated with customer data analytics. (ResearchGate) However, ineffective or overly complex programs may lead to engagement fatigue, reduced differentiation, and limited long-run value. (Loyalty Reward Co.) Drawing on this synthesis, we develop a model and methodological guidelines for evaluating long-term program performance, including the use of longitudinal data, survival analysis, and profitability metrics. The paper concludes with managerial implications and directions for future research.
loyalty programs, customer loyalty, customer lifetime value, relationship marketing, long-term effects, retention
Multichannel Customer Experience Consistency: Challenges & Opportunities
In today’s digitally connected marketplace, customers actively engage with brands across multiple channels including physical stores, websites, mobile applications, social media platforms, chatbots, and call centers. While this multichannel expansion enhances customer accessibility and convenience, it also introduces significant challenges in maintaining a consistent customer experience across touchpoints. Inconsistent experiences weaken brand trust, disrupt purchase journeys, and erode overall brand equity. This research investigates the challenges and opportunities associated with multichannel customer experience consistency. Drawing upon customer experience theory, services marketing literature, and omnichannel strategy research, this study proposes a conceptual framework explaining how consistency across channels influences trust, satisfaction, loyalty, and advocacy. The paper further identifies key technological, organizational, and behavioral challenges, while highlighting strategic opportunities such as data integration, AI-enabled personalization, and experience orchestration. The study contributes theoretically by integrating consistency into customer experience management models and offers actionable strategic guidance for practitioners
Multichannel Marketing, Customer Experience Consistency, Omnichannel Strategy, Customer Journey, Brand Trust, Digital Transformation
Copyright (c) 2019 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
Digital Divide and Marketing Reach in Remote Canadian Regions
Luxury consumption has grown significantly across global markets, driven not only by economic prosperity but by shifting social aspirations and psychological motivations. Social class plays a central role in shaping luxury purchase behaviour by influencing consumers’ motivations, brand perceptions, and symbolic value expectations. This research paper examines how social class moderates luxury consumption behaviour across different consumer groups, analyzing the role of socioeconomic status, self-concept, cultural capital, and prestige-seeking tendencies. Using existing theories—Veblen’s theory of conspicuous consumption, Bourdieu’s concept of cultural capital, and social comparison theory—this article explains why luxury brands are perceived differently by upper, middle, and emerging classes. The study concludes that understanding social-class-based differences offers strategic insights for segmentation, pricing, and communication in luxury marketing.
Luxury consumption, social class, conspicuous consumption, cultural capital, consumer psychology, prestige seeking, luxury branding.
How Corporate Social Responsibility Shapes Brand Trust
Corporate Social Responsibility (CSR) has evolved from a philanthropic activity to a strategic branding instrument that significantly influences consumer trust. In an era of transparency, digital communication, and social accountability, stakeholders increasingly evaluate brands based on their ethical, environmental, and social initiatives. This study investigates the role of CSR in shaping brand trust through a comprehensive review of theoretical frameworks and empirical research. The paper explores the dimensions of CSR, the psychological mechanisms through which CSR influences trust, and its long-term implications for brand reputation and loyalty. A conceptual model is proposed to demonstrate the linkage between CSR initiatives and trust-building outcomes. Findings strongly indicate that consistent, authentic, and transparent CSR activities substantially enhance consumer trust, advocacy, and brand equity. The study contributes to branding and sustainability literature while offering practical guidelines for managers.
Corporate Social Responsibility, Brand Trust, Brand Reputation, Consumer Perception, Ethical Branding
Customer Experience Management in Service-Dominant Industries
Customer Experience Management (CEM) has emerged as a strategic priority in service-dominant industries where value creation is primarily driven by intangible interactions, relationships, and co-created experiences rather than tangible products. This study examines the role, structure, and impact of customer experience management in major service-dominant sectors including banking, healthcare, hospitality, telecommunications, and digital services. Using a quantitative survey-based research design with data collected from 460 service customers across India, this study applies structural equation modeling to analyze the relationship between experience touchpoints, service process quality, employee engagement, digital integration, and overall customer satisfaction and loyalty. The findings reveal that emotional engagement, service responsiveness, and digital convenience are the strongest predictors of perceived service experience quality. The research contributes to service-dominant logic literature by validating experience management as a core value-creation mechanism and provides actionable insights for service organizations seeking long-term customer equity and competitive advantage.
Customer experience management, service-dominant logic, service industries, customer journey, customer satisfaction, service quality, digital service.
The digital divide—the unequal access to digital infrastructure, connectivity, and digital literacy—poses a significant challenge to marketing reach across remote Canadian regions, particularly Northern, Indigenous, and rural communities. As digital technologies increasingly shape communication, commerce, and consumer engagement, disparities in broadband access and digital inclusion hinder both consumer participation and business growth. This paper investigates the drivers, impacts, and marketing implications of the digital divide in remote Canadian regions. It discusses structural inequalities, cultural factors, infrastructure limitations, and the consequences for digital marketing strategies. The study proposes best practices and future directions for marketers and policymakers aiming to foster equitable access and improve market penetration in remote areas.
Digital divide, remote Canada, digital inclusion, Indigenous communities, marketing reach, connectivity inequality, rural communications.
Copyright (c) 2021 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
Emotionally Intelligent Brands: A Conceptual Framework
In an era characterized by heightened consumer awareness, social sensitivity, and experiential consumption, brands are increasingly expected to demonstrate not only functional value but also emotional and social intelligence. The concept of emotionally intelligent brands (EIBs) has gained substantial relevance as consumers seek brands that understand, respond to, and resonate with their emotions. This paper develops a comprehensive conceptual framework for emotionally intelligent brands by integrating theories from emotional intelligence, branding, and relationship marketing. The study synthesizes existing literature to identify the core dimensions of emotionally intelligent brands—emotional awareness, emotional responsiveness, empathy, authenticity, and relational sensitivity—and explains how these dimensions influence key consumer outcomes such as trust, emotional attachment, brand engagement, and long-term loyalty. The proposed framework offers a foundation for future empirical research and provides actionable insights for brand managers operating in emotionally driven markets.
Emotionally Intelligent Brands, Emotional Intelligence, Brand Relationships, Brand Engagement, Consumer Emotions
Income Inequality and Its Impact on Brand Preference Shifts
Income inequality has become an increasingly critical socio-economic issue that influences consumer behaviour globally. This research explores how widening income disparities reshape brand preferences across luxury, mid-range, and value-based categories. Using theoretical frameworks from behavioural economics, social comparison theory, and consumer psychology, the study highlights three major shifts: (1) polarization between luxury and budget brands, (2) the decline of mid-tier brands, and (3) the rise of experiential, ethical, and purpose-driven consumption among socio-economically sensitive consumers. The findings demonstrate that income inequality reshapes perceptions of value, aspiration, brand loyalty, and purchasing motivations. The paper concludes with strategic implications for marketers and directions for future research.
Income Inequality, Brand Preference, Consumer Behaviour, Luxury Branding, Value Brands, Market Segmentation, Behavioural Economics.
Impact of Rebranding on Customer Loyalty in the Canadian Market
Rebranding has become a strategic tool widely used by organizations to remain competitive, modernize brand image, and realign with evolving consumer expectations. In mature and highly competitive markets such as Canada, rebranding decisions carry significant risk, as they may either strengthen or weaken customer loyalty. This study investigates the impact of corporate rebranding on customer loyalty in the Canadian market. Using a conceptual framework grounded in brand equity theory and relationship marketing, this paper examines how brand identity change, brand communication, perceived quality, and emotional attachment influence customer loyalty following rebranding. A mixed-method approach is proposed involving surveys and structured interviews across multiple Canadian industries. The study highlights that successful rebranding positively affects customer trust, satisfaction, and repurchase intention, whereas poorly executed rebranding damages long-term loyalty. The findings have significant implications for brand managers, marketing strategists, and policymakers focusing on sustainable brand development.
Rebranding, customer loyalty, brand equity, Canadian market, brand identity, consumer behavior
Copyright (c) 2020 Canadian Journal of Marketing Research https://creativecommons.org/licenses/by-nd/4.0
Brand Equity Formation in Digital-First Companies
Digital-first companies—organizations that originate and primarily operate through digital platforms—have transformed how brands are created, communicated, and sustained. Unlike traditional firms that depend heavily on physical presence and mass media, digital-first companies build brand equity through real-time interactions, platform ecosystems, data-driven personalization, and community-led engagement. This study explores the mechanisms of brand equity formation in digital-first companies, integrating classical brand equity theory with contemporary digital branding frameworks. Using a conceptual model supported by existing empirical literature, the research examines the role of customer experience, social media engagement, influencer ecosystems, personalization, trust mechanisms, and platform communities in shaping brand equity. The study finds that digital touchpoints significantly accelerate brand associations, trust, and loyalty when strategically aligned. The paper contributes to theory by proposing a Digital-First Brand Equity (DFBE) Model and offers actionable insights for practitioners operating in digitally native markets.
Brand Equity, Digital-First Companies, Social Media Branding, Customer Experience, Platform Economy, Digital Marketing
Rural vs. Urban Consumption Behaviour in Canada
Canadian consumption behaviour has significantly evolved due to socio-economic shifts, digital transformation, and geographic disparities. Rural and urban populations demonstrate distinctive consumption patterns due to differences in income levels, accessibility to resources, cultural orientations, and lifestyle preferences. This research paper examines how these two segments differ across areas such as purchasing priorities, brand loyalty, digital adoption, sustainability behaviour, and consumption motivations. By synthesizing national datasets and existing literature, this study highlights the contextual factors shaping rural vs. urban consumer behaviour in Canada and outlines implications for marketers, policymakers, and retailers.
Rural consumers, urban consumers, Canadian market, consumption behaviour, digital adoption, retail behaviour, socio-economic segmentation.
Co-Creation Strategies for Building Stronger BrandsA Conceptual and Empirical Review
Brand building has shifted from a firm-controlled process to a collaborative experience involving customers as active participants. Co-creation has emerged as a powerful strategic tool enabling firms to develop stronger brands through shared value generation. This study explores the concept of co-creation, its strategic dimensions, and its impact on brand strength. Using a conceptual review supported by empirical literature, the paper examines how digital platforms, customer engagement, and innovation communities enhance brand equity through co-creation. A comprehensive framework is proposed to guide brand managers in implementing effective co-creation strategies. The results reveal that co-creation significantly strengthens brand trust, loyalty, emotional attachment, and advocacy. This study contributes to branding theory and provides actionable insights for practitioners.
Co-creation, Brand equity, Customer engagement, Brand loyalty, Value creation
LGBTQ+ Inclusive Marketing and Consumer Response
Inclusive marketing strategies have become essential in the modern marketplace as consumer expectations shift toward diversity, representation, and authenticity. LGBTQ+ inclusive marketing—defined as brand communication and product strategies that authentically represent LGBTQ+ identities—has emerged as both a cultural responsibility and a strategic commercial practice. This research article investigates LGBTQ+ inclusive marketing and its influence on consumer response, brand equity formation, and long-term loyalty. Drawing on theoretical frameworks from identity theory, consumer–brand relationships, and social inclusion, this paper explores mechanisms through which representation affects LGBTQ+ and non-LGBTQ+ consumers. A conceptual model is proposed, along with hypothetical findings and implications for managers, policymakers, and scholars. Results indicate that while authentic inclusive marketing enhances brand trust and loyalty, performative or seasonal inclusion (e.g., “rainbow washing”) leads to consumer backlash. The paper concludes with recommendations for future empirical research.
LGBTQ+, Inclusive Marketing, Brand Equity, Consumer Response, Representation, Diversity Communication
Measuring Customer Satisfaction Using Multidimensional Experience Metrics
Customer satisfaction has evolved from a unidimensional construct based solely on product quality into a multidimensional phenomenon shaped by experiential, emotional, digital, and relational factors. In today’s competitive and technology-driven marketplace, organizations must adopt holistic measurement frameworks to capture the totality of customer experience. This research examines how multidimensional experience metrics—comprising sensory, emotional, cognitive, behavioral, social, and digital touchpoints—jointly influence customer satisfaction. A structured survey was administered to 420 consumers across retail, e-commerce, banking, and service industries in India. Using structural equation modeling (SEM), the study finds that emotional experience, service interaction quality, and digital usability are the strongest predictors of overall satisfaction. The results emphasize that customer satisfaction is no longer driven solely by price and product features but by an integrated experience ecosystem. This research contributes to experience-based marketing theory and provides actionable guidance for practitioners aiming to enhance retention, loyalty, and brand equity through experience optimization.
Customer satisfaction, customer experience, multidimensional metrics, experiential marketing, service quality, digital experience.
Brand Authenticity and Its Impact on Consumer Loyalty
In the contemporary marketing environment, where consumers are increasingly skeptical of traditional advertising and corporate claims, brand authenticity has emerged as a critical determinant of long-term consumer loyalty. This study investigates the conceptual foundations of brand authenticity and empirically examines its influence on consumer loyalty. A structured questionnaire was administered to 320 consumers across multiple product categories, and the collected data were analyzed using correlation and regression techniques. The findings indicate a significant and positive relationship between perceived brand authenticity and consumer loyalty, mediated by trust and emotional attachment. The study offers practical implications for brand managers, suggesting that transparent communication, brand heritage, and value consistency enhance consumer loyalty. The paper contributes to branding literature by clarifying the dimensions of authenticity and empirically validating its strategic importance
Brand Authenticity, Consumer Loyalty, Brand Trust, Emotional Attachment, Relationship Marketing