This paper focuses on the concept of country-of-origin and its effects on consumers’ product evaluation process. Given the increasingly competition in the context of a global market, nowadays it has become a difficult task to create and maintain a sustainable competitive advantage. Consumers...

Brand image is a prominent marketing tool for many destination marketers. A strong brand image is equivalent to a rise in first-time customer purchase, positive word-of-mouth (WOM) and customer loyalty. Mauritius is a popular holiday destination for Europeans, however, there is a lack of...

It is acknowledged that brand image has an impact on the behavior of individuals. It influences the tourists’ pre-purchase decision-making behavior where destinations with stronger images are more likely to be selected. Brand image also influences post-purchase decision-making including...

This research examines how negative corporate news in the form of a significant product related crisis impacts consumer behavior towards the company’s brand. This study analyzed changes in consumer behavior towards favorite brands after a significant product related news event happened to...

Trust is a crucial factor in e-commerce. However, consumers are less likely to trust unknown Web sites. This study explores how less-familiar e-commerce Web sites can use branding alliances and Web site quality to increase the likelihood of initial consumer trust. We use the associative network...

The effect of sponsorship on the sponsor brand image has not yet been investigated a lot. This research aims to contribute to the sponsorship research by two means: to explain the brand image change, we introduce the concept of sponsor-event fit through its two dimensions, relevancy and...

Using classical models of information processing and persuasion, this study examines the efficiency of European Directive 1999/94/EC, pertaining to automotive carbon emission information, as a means to encourage more sustainable consumption patterns. The Directive requires European carmakers to...

This paper mobilizes classical models of information processing and persuasion (ELM) to examine the efficiency of a European Directive 1999/94/EC of December, 13, 1999 regarding automotive carbon emission information to convert consumers to more sustainable patterns of consumption. This...

Our interdisciplinary study examines the brand's perceived intentions and ability, as predictors of consumer behavior. In an attempt of answering a call for research in the branding area, we found out contradictory views, both of them based on strong arguments, including empirical results. Each...

The term “global brand” has become widely used by the media and by consumers. Although media and consumers call these brands “global” and centralized marketing departments manage these brands globally – are these “global brands” really global? Can we talk about truly global brand...