Purpose: To date, country-of-origin research has commonly explored structural relationships among country image (CI) constructs, together with attitudinal constructs, using a variety of halo, summary construct and flexible models, drawing on consumer samples. There has been no previous attempt...

Unlike most prior studies, this study reconceptualizes the perceived value construct from the multidimensional perspective by incorporating the aesthetic and altruistic values from Holbrook’s value typology with the Theory of Consumption Value. Moreover, this study is a pioneer in measuring...

Purpose The purpose of this paper is to examine two alternative consumer behavioural intention models that have been developed from the marketing and information systems disciplines in a service environment. Specifically, it reports an empirical assessment of the two non-nested structural models...