Kawaf, Fatema ORCID: 0000-0002-7089-7816, Barsha, Rezwana and Zhu, Zhen ORCID: 0000-0003-0258-1454 (2021) The light at the end of the COVID-19 tunnel is revenge? Evidence from retailing in China. In: COLLOQUIUM ON EUROPEAN RESEARCH IN RETAILING. Book of Proceedings: Abstracts and articles presented at the sixth CERR. Sophia Antipolis, France. 15-17 July 2021. Shopper/consumer behaviour and marketing . SKEMA Bussiness school, Lille, France, pp. 99-109. ISBN 9782493066008

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Abstract

In this paper, we aim to explore the concept of ‘Revenge Buying’ and its implications on sectors such as retail, entertainment, hospitality and tourism. In addition, we investigate the early consumption and buying trends in the immediate post lockdown phase in China. Much of the discussions around revenge buying appear in non-academic sources, with very little attention to this phenomenon from a consumer research perspective. As such, in this research we aim to plant the seeds of early discussions around revenge buying, in an attempt for further theorisation and investigation. To date, our understanding of the term is limited despite its popularity and trendiness on social networking sites.

Item Type:	Conference Proceedings
Title of Proceedings:	COLLOQUIUM ON EUROPEAN RESEARCH IN RETAILING. Book of Proceedings: Abstracts and articles presented at the sixth CERR. Sophia Antipolis, France. 15-17 July 2021
Uncontrolled Keywords:	COVID-19; lockdown; pandemic; revenge buying; consumption rate; China; consumption emotion; buying habits; compensatory consumption; retailing; shopping behaviour
Subjects:	H Social Sciences > HB Economic Theory H Social Sciences > HD Industries. Land use. Labor > HD61 Risk Management H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Faculty of Business Faculty of Business > Marketing Research Group (MRG) Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:	Author
Last Modified:	15 Mar 2022 12:09
URI:	http://gala.gre.ac.uk/id/eprint/35070

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