Purpose: This study aims to investigate how consumers respond to global brands adapting to local elements. Specifically, this study identified three factors (i.e., cultural compatibility, cultural elements authenticity and cultural pride) affecting the purchase intentions (PIs) toward global...

Purpose: This study aims to examine the emotional components of brand hate and the variation of emotions across different levels of brand hate. Design/methodology/approach: Study 1 uses in-depth interviews and data triangulation. Studies 2-5 make use of quantitative methods to test and validate...