Brands, as actors participating in the marketplace's social discourse, have the ability to lower and, equally, raise social and cultural boundaries. As such, it is important to understand better effects of brand-related cultural cues on consumer vulnerability, especially given the unprecedented...

The social justice paradigm, developed in philosophy by John Rawls and others, reaches limits when confronted with diverse populations, unsound governments, and global markets. Its parameters are further limited by a traditional utilitarian approach to both industrial actors and consumer...

This dissertation study examined the effect of country-of-origin (COO) fit onconsumer brand attitude in cross-border strategic brand alliance (SBA). Also, this studyinvestigated the effects of consumer product knowledge by dividing it into subjective andobjective knowledge dimensions. It was...

There has been a lot of interest among marketing practitioners and researchers in the concept of value perceptions of customers related to a product or service because the ability to create superior customer value is considered to be a prime source of sustainable competitive advantage for...