Purpose – The purpose of this paper is to build the marketing discipline's body of knowledge by conducting a study that builds upon an exploratory study that examines whether manufacturer brand(s) or retail brand(s) have greater influence on customers' brand purchase behaviors....

Purpose – This paper seeks to develop and test a model that enables examination of the cross‐cultural comparative influence of the meets expectations versus feeling state perspectives of consumer satisfaction for a product or brand. Design/methodology/approach – New measures were developed...

Purpose – This paper aims to test whether an antecedent/consequence brand equity model developed with Americans holds up with Chinese, and to examine whether brand equity's functional (utilitarian) and experiential (emotive) facets have (dis)similar significance in a cross‐cultural setting....

Purpose – Owing to the increasing market presence and financial success of retail brands, this study seeks to examine the comparative influence of manufacturer brands and retail brands on customers' purchase behaviors. Design/methodology/approach – The survey was administered to 1,120...