Purpose The purpose of this research paper is to examine predictors of impulsive buying intentions among youngsters from a hedonic shopping perspective. Recent theoretical work suggests that impulsive buying can function as a form of different hedonic shopping value dimensions such as fun, social interactions, novelty, escapism and outside appreciation. Design/methodology/approach The present research empirically tests a theoretical model of impulse buying intentions by examining the associations between hedonic shopping value dimensions and intentions in the presence of situational characteristics as moderators. A survey of 333 youngsters aged 15 to 23 is conducted using a structured questionnaire. Constructs are measured using established scales. Findings Results indicate that the impulsive buying intentions of youngsters are positively associated with all the five dimensions of hedonic shopping value. Situational characteristics of money and time availability positively moderate this relationship. Task definition negatively moderates the association between impulsive buying intention and hedonic shopping value dimensions. Research limitations/implications Two major theoretical implications result from this study. First, the study enabled the conceptualization of a theoretical framework of impulse buying intentions by including five dimensions of hedonic shopping value as important factors in young consumers’ impulse behavior buying intentions. Further, it includes the moderating effects of all the three aspects of situational characteristics in the same model. Practical implications The marketers can make use of the shopping value dimensions and the situational characteristics moderators to design and implement marketing strategies so that sales via impulse buying are maximized. Originality/value This study provides novel insights on the complex process of impulsive buying by youngsters by expanding the application of the hedonic shopping motives in the presence of situational factors as moderating variables.

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Purpose The purpose of this study is to examine the impact of brand credibility on purchase intentions toward global brands and domestic brands in an emerging market context. It further examines three drivers of brand credibility: perceived globalness, perceived local iconness and perceived authenticity. Design/methodology/approach A structured questionnaire was used for data collection. Systematic random sampling using the mall intercept technique was used to collect cross-sectional data from 836 customers in India. Hypotheses were tested by using structural equation modeling with AMOS 21. Findings The results demonstrate the significance of brand credibility on purchase intentions. Furthermore, brand globalness differentially influence brand credibility for global and domestic brands. Research limitations/implications The findings provide key insights for marketers regarding consumer evaluation of global brands and domestic brands in emerging markets. Originality/value This study contributes to the literature by proposing and testing the key role of brand credibility in consumer choice of global brands versus domestic brands in an emerging market context.

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