Purpose: The purpose of this paper is to investigate “how” and “when” the stereotypes of competence and warmth, that are evoked by a foreign company’s country-of-origin (COO), affect blame attributions and/or attitudes toward a company’s products when a company is involved in a...

Purpose – This study aims to assesses the relative importance that Belgian consumers attach to different characteristics and marketing practices of ethically labelled coffee, i.e. type of ethical issue, label issuer, amount of information provided, distribution and promotion strategy and...

Purpose – The current global recession is presenting new and difficult challenges for those customers wishing to consume sustainably and ethically, and the marketers who seek to provide the goods that allow them to do so. The purpose of this paper is to explore to what extent international...

The communication effect of four types of alcohol advertisement, i.e. humorous, warm, erotic and non‐emotional, are studied in Belgian and Polish samples of young consumers. Ad recognition, brand attribution, ad evoked feelings, cognitive and affective reactions, attitude towards the ad, the...

Purpose – The purpose of this paper is to investigate how the globalization (vs localization) of different cues (advertising copy, brand name, spokesperson, brand logo) influences consumers’ perceived brand globalness. Design/methodology/approach – The authors conducted conjoint analyses...