Purpose: The purpose of this research is to propose and test a model that integrates the main predictors of consumers' attitude and behavioral intentions toward counterfeits; to help companies understand the main factors influencing consumer behavior toward counterfeits and create effective anti‐piracy strategies.Design/methodology/approach: An integrated model is proposed following the studies by Ang et al. and Huang et al. A survey with 400 consumers was conducted in the Brazilian market and the Structural Equation Modeling technique was used to test the hypothesized relationships.Findings: The main contribution of the paper is to show that consumer intentions to buy counterfeited products are dependent on the attitudes they have toward counterfeits, which in turn are more influenced by perceived risk, whether consumers have bought a counterfeit before, subjective norm, integrity, price‐quality inference and personal gratification. The paper reinforces the mediator role of attitude in the relationship between these antecedents and behavioral intentions. Moreover, previous experience with counterfeits consumption does not have a direct effect on behavioral intentions, but only an indirect effect through attitude.Practical implications: The paper contributes to inform policy makers and managers of brands about the main predictors of consumer's attitudes toward counterfeits. In this way, ads intended to discourage consumption of counterfeits could use the perceived risk as the main message appeal.Originality/value: This paper investigates the key antecedents and consequences of consumer attitudes toward counterfeits by integrating and testing two recent models dealing with this subject in the marketing literature.

This study investigates the intersection of digital transformation, business resilience, and marketing capabilities, focusing on small businesses and startups. The digital revolution has significantly transformed business operations, supply chain management, and overall organizational performance. Conducted following PRISMA guidelines, this systematic literature review used the Scopus database, refining an initial 247 documents to 51 relevant studies. Key trends include the vital role of digital transformation in enhancing resilience, the use of emerging technologies for sustainable supply chains, and the importance of digital skills and knowledge management. Research highlights the implications of digital marketing and e-commerce adoption for SMEs, revealing the need for firms to develop dynamic capabilities to thrive in turbulent environments. However, gaps remain, such as understanding the long-term impacts of digital transformation, the interactions between digital maturity, innovation, and sustainability, and the necessity for comparative studies across industries and regions. Additionally, investigating how marketing capabilities contribute to resilience is essential, enabling small businesses and startups to withstand and recover from disruptions. Addressing these trends and gaps will enhance our understanding of digital transformation’s multifaceted implications for SMEs and startups, helping them leverage marketing capabilities to navigate challenges and seize opportunities in the digital era.

Purpose – The paper seeks to investigate, in a context of service failure and recovery, how consumer satisfaction is affected by problem severity and company responsiveness, how satisfaction influences repatronage intentions, word-of-mouth, and complaint intentions, and how consumer attitude toward complaining (ATC) moderates these relationships. Design/methodology/approach – An integrated model is proposed, following recent developments in the service recovery literature. This model is tested using data from a survey with 204 complaining customers. Findings – Service recovery affected satisfaction more strongly for consumers with high ATC, indicating a moderating role of ATC. This moderator was also supported in the link between satisfaction and complaining intentions. Also, failure severity and perceived justice influenced satisfaction, which affected repurchase intentions, word-of-mouth, and complaining intentions. Practical implications – Service managers should consider the differences between customers with low versus high ATC when providing recovery for a service failure. For instance, the importance of responsiveness in service recovery is even greater for those customers with high ATC, and those customers with low ATC have their complaint decision more dependent on their satisfaction level. Also, it is important to improve the customers' perceived fairness in the complaint resolution process. Originality/value – This paper investigates the key antecedents and consequences of satisfaction in a context of service failure and recovery by integrating previous research in a comprehensive model. ATC is proposed and tested as a moderator when complainers and non-complainers are compared in the level of the strength of the relationships. Previous research has not found a moderation effect in this level.

Purpose: This study investigates impulse buying as a consumer behaviour outcome in omnichannel retail through the stimulus-organism-response (S-O-R) theory. For such, the authors addressed convenience and channel integration as the stimuli, the relationship among consumer empowerment, trust, satisfaction, and perceived value as the organism, and impulse buying as the response.Design/methodology/approach: An online survey was conducted with 229 customers of a Brazilian retailer that adopts the omnichannel strategy. Data were analysed by partial least squares structural equation modelling (PLS-SEM).Findings: Channel integration and convenience had a positive influence on consumer empowerment which, in turn, influenced customer satisfaction and trust, producing direct and indirect effects on their perception of value relative to the retailer. In addition, impulsive buying was significantly influenced by perceived value.Practical implications: The results indicate that retailers that use the omnichannel strategy need to be alert to the factors mentioned above. The study empirically demonstrates that investing in channel integration increases customer empowerment, which will significantly improve customer trust and satisfaction and, eventually, customer impulse buying from the retailer.Originality/value: This work contributes to the literature on marketing and consumer behaviour by identifying factors that influence consumers' impulse buying behaviour in the context of omnichannel retail. It suggests that impulse buying may be a relevant variable to understand the reaction of consumers empowered by the integration of the marketing channels and the convenience offered to them in an omnichannel retail environment.