"Green consumption" is an increasingly important topic in today's society. The effect of the ecological value provided by traditionally non-green products, such as automobiles, on their consumer's postpurchase behavior, such as brand or model loyalty, requires further clarification. The present study provides qualitative and quantitative insights from car users on how the ecological aspect of consumption integrates into the link between perceived value and consumer loyalty intentions (value-loyalty link). In general, car usage is accompanied by perceived functional, economic, emotional, and social value. Perceived ecological value is shown to have a significant impact on these four value dimensions. The relevance of "green to have quality," "green to save money," "green to feel good," and "green to be seen" in relation to loyalty intention is discussed. Results of a structural equation model and multigroup analysis provide the opportunity to derive both theoretical and applied implications.

The last three decades have witnessed a resurgence of research on the topic of customer value. In search of a comprehensive integration and analysis of this research—including conceptualization, operationalization, and measurement—we examined the myriad journal publications on the construct. We acknowledge that while some of the literature can be fully integrated, other parts are more difficult because they represent three different paradigms: positivist, interpretive, and social constructionist. We begin by briefly describing these three paradigms. Next, we detail the many studies representing the positivist paradigm, literature capturing customer value from just the customer’s perspective and using deductive logic. We designate the second paradigm as interpretive, in that researchers are interested in understanding the subjective nature of customer value along with its emergence through inductive logic. The third paradigm, the social constructionist, frames customer value as emerging from value co-creation practices in complex ecosystems. Building upon the commonalities and differences among research studies stemming from the positivist, interpretive, and social constructionist paradigms, we propose how researchers can complement one another to move the customer value field forward.

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Given the present dynamic consumption environment due to technological innovations as well as interlinked economic developments on the macro-, micro-, and societal-level, researchers and managers have been increasingly showing interest in the concept of customer perceived value. However, especially given its vast empirical application, surprisingly little effort has been paid to synthesize various perspectives on the dimensionality, abstraction, and model taxonomy of customer perceived value. Therefore, based on a comprehensive literature review, this article identifies the predominant conceptualization of customer perceived value, thus also providing a sound basis for future empirical assessments of this concept, and discusses avenues for future research. In addition to contributing to research, this study also contributes to practice by comprehensively positioning customer perceived value as a key source of competitive advantage in the context of relationship marketing, management, and business models.

This study tests the asymmetric effect of user-generated, open-ended online reviews on online shopping behaviour (intention-to-buy, intention-to-recommend, and willingness-to-pay).Three online experiments involving manipulating the valence intensity of online reviews for hotels, books, and running shoes (overall customer sample of n=818) provide empirical support for the proposed relationship. The valence intensity of online reviews moderates the effect of online reviews on purchase intentions. In other words, a significant change in online shopping behaviour was found for positive medium and strong reviews, but not for negative ones. Based on these findings, managers should encourage customers to share their positive consumptionrelated experiences by offering strong arguments that will convince other customers. Summary statement of contribution (75 words max):The present paper contributes to the research on the effect of online reviews on online shopping behaviour. Based on the findings of three online experiments, it can be concluded that valence intensity moderates the relationship between online reviews and online shopping behaviour. The occurrence of slightly negative information chunks in online reviews can cause significant negative changes in online shopping behaviour. Mudambi & Schuff, 2010). The two forms can occur separately or in combination. The most prominent example of online ratings and online reviews is that by online retailer Amazon.com.Previous research has primarily focused on the average online rating and the number of online reviews (e.g. Zhu & Zhang, 2009). The variability of online review texts has been ignored or the complexity has been reduced to a simple dichotomous case (positive versus negative reviews) (see Table 1 for an overview of related studies). This is unfortunate for at least two reasons: First, it is more common to find reviews including both positive and negative facets simultaneously. Second, given the huge number of online reviews available (for example, in June 2012, TripAdvisor contained more than 75 million online reviews), a simple dichotomisation simply does not reflect reality. 4The present experimental study is motivated by Cheung, Luo, Sia, and Chen (2009), who suggested examining positively versus negatively framed reviews (relating to the perceived valence of an online review) and one-sided versus two-sided reviews (relating to the perceived valence intensity of an online review text) in more detail. Hence, this study aims at empirically testing whether the perceived valence intensity of online reviews has an impact on online shopping behaviour (intention-to-buy, intention-to-recommend, and willingness-to-pay). Overall, 818 customers participated in three online experimental studies. The valence intensities of the presented online reviews were manipulated in order to study the effect on online shopping behaviour regarding three different products (books, hotels and running shoes).This study contributes to the existing eWoM literature in the following wa...