Global segments (e.g., business executives, MTV-nurtured teenagers) evolve from worldwide-shared activities that over time shape customer expectations. We argue that homogenization of expectations in global segments is not perfect. We identify forces that drive customer expectations towards...

Purpose – The purpose of this research is to examine how consumers form beliefs and evaluate derivatives (e.g. handheld computers) and branded derivatives (e.g. Palm handheld computers). The aim is to study how consumers combine two categories (e.g. “handheld products” and “computers”)...