In offering fresh insights on the country-of-origin effect literature, this article provides evidence to suggest that cognitive country image (CI) is not necessarily consistent with affective country image. Based on a large scale consumer survey conducted in China, the findings reported provide...

In light of the uniqueness associated with collective cultures of China and emerging economy markets, this study contributes to the extant literature by examining the moderating role of national culture on the relationship between satisfaction, trust and legal contract and their respective...

The relationship between consumers’ decision‐making styles and their choice between domestic and imported brand clothing is investigated using a sample of Chinese consumers. The multivariate analysis of variance and discriminant analysis results indicate that seven decision‐making styles...

Current measures of service quality for retail stores are scarce. A validated Retail Service Quality Scale is used to study the service quality delivery of a department store chain and its impact on consumption behaviour. It results in six dimensions; they are namely: personal interaction;...