Purpose: The previous literature has often focussed on Asian migrants’ acculturation to western cultures with data collected in the western contexts. The purpose of this paper is to explore western consumers’ acculturation to East Asian cultures and their consumption behaviour, which...

In offering fresh insights on the country-of-origin effect literature, this article provides evidence to suggest that cognitive country image (CI) is not necessarily consistent with affective country image. Based on a large scale consumer survey conducted in China, the findings reported provide...

In light of the uniqueness associated with collective cultures of China and emerging economy markets, this study contributes to the extant literature by examining the moderating role of national culture on the relationship between satisfaction, trust and legal contract and their respective...