Purpose – Sex appeal has been widely used in most countries. However, little is known about consumers' responses to sex appeal advertising in different cultures. The purpose of this paper is to examine the effect of sex appeal on ad and brand evaluation among Australian, Chinese and US...

Purpose – This research was designed in order to explore the gender differences in Chinese consumers’ responses to sex appeal advertising. Design/methodology/approach – Experiments were conducted at a university in South China with a total of 157 commerce students. Four advertisements,...

Purpose – The purpose of this paper is to examine the effects of attitude towards behavior, subject norm and perceived behavioral control (PBC) on a Chinese subject's evaluation of a tertiary education program. Design/methodology/approach – This study adopts a 3 (country‐of‐origin) by 2...

Purpose – This study aims to examine the effects of three self‐congruity constructs: the brand's personality congruity (BPC), the brand's user imagery congruity and the brand's usage imagery congruity, in consumers' attitude and brand loyalty toward two luxury fashion brands....