In this study, we draw on industrial organization and institutional research to explore the relationship between market convergence and standardization of advertising programs. We argue that environmental isomorphism, which maintains that the external market environment is a principal driver of...

Despite the increasing attention Global Marketing Strategy (GMS) is receiving in the academic literature, researchers have paid relatively little attention to whether markets can be segmented cross-nationally. Drawing on GMS theory, this study predicts the existence of stable cross-market...

This study examines the effects of mobile direct experience on perceived interactivity, attitude toward smartphone applications, and purchase intention. Specifically, the study explains mobile direct experience and examines the relationships between direct experience and perceived interactivity,...

Applications of the partial least squares (PLS) path modeling approach—which have gained increasing dissemination in business research—usually build on the assumption that the data stem from a single population. However, in empirical applications, this assumption of homogeneity is...