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...

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,...

Purpose The purpose of this study is to investigate the perceived differences in brand analysis dimensions, such as brand-specific association (represented by perceived brand quality, brand price, brand emotional value and brand social value), brand impressions (represented by perceived brand...