Although recent research has explored consumers’ reactions towards mass customization (MC) in general, these studies have considered aesthetic and functional MC as one and the same. In the present article, we focus specifically on consumer response to aesthetic MC because there are some unique...

This study proposes that there is a significant relationship between identity fusion with a country and patriotic consumption behaviors, and individuals' cultural backgrounds play an important role in this relationship. To test this idea, this study focuses on fused persons and explored how...

Despite the increasing global popularity of corporate sustainability, a nation's culture and its effects on activities relating to corporate sustainability are little understood. From the perspective of cultural relevance, this paper investigates the similarities and differences between Korea...