Volume 9, Number 1 (2022)

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Comments from the Editors
Tulay Girard and Melek Meral Anitsal

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Investigating Consumer Concept in a Niche Retail Market
Gary R. Holmes, Clinton Amos, and Grace Lixuan Zhang

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The Role of Consumer Resilience on Situated Learning, Active Coping and Well-being while Dealing with Service Experiences: Psychological Flexibility as a Moderator
Mousumi Bose

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College Students’ Purchase Behaviors of Single-Serve Premium Juices
Robin Hardin, Michelle L. Childs, Win G-Y Koo, and Kwangho Park

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Comparing the Effects of User Generated Video Reviews and Brand Generated Advertisements on Consumer Decisions on YouTube
Vaibhav Shwetangbhai Diwanji and Jaejin Lee

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Defining Health Care Marketing: A Review of Scholarly and Other Textual Sources
Gary Daniel Futrell