Purpose The proliferation of technological advancements has facilitated unrestricted access to and customizable consumption of content for viewers. Over-the-top (OTT) services are becoming more and more popular as the number of people using video streaming services grows around the world. In...

Purpose: The purpose of this paper is to study the influence of culture on consumers’ perception of brands, specifically brand identity in Gulf countries (Saudi Arabia, the United Arab Emirates and Qatar), and how brands entering new markets, launching new products or modifying existing...