The meanings held by events are sometimes transferable to a brand through sponsorship. The perceived sponsor-property fit affects brand evaluations. This research hypothesizes that in the case of a sponsorship portfolio, the source of image transfer can be composite, and brand image association...

Despite considerable interest in the topic of country equity, attempts at its measurement have been scarce. This research contributes to the literature by providing a consumer-based measure for country equity, and it improves country equity measurement by addressing some of the limitations...

This paper examines the relationships between consumers’ country-level and product-level images of a country, and the equity they associate with a brand from that country, using canonical correlation analysis. Results from mall-intercept surveys conducted in an Australian state capital city...

The literature proposes a number of models explaining ethical behaviours but these are seldom of the kind which can be used by marketers in their day-to-day decision making. In this study based on data collected from 166 firms operating in overseas markets, a concomitant clusterwise regression...

Despite their crucial contributions to the prosperity of national economies worldwide, there is limited knowledge on the international operations of professional service firms (PSFs). The purpose of this paper is to investigate the antecedents of export success of PSFs, taking into account both...

This study examines the concept of customer value based on the views shared by service firms and their consumers. Using qualitative and quantitative approaches, the study reveals customer satisfaction and retention as outcomes of front-line service employees' value delivery practices. Our...

<title>ABSTRACT</title> Australian universities generate substantial incomes from foreign students. Therefore, it is important to obtain information about these students to enable effective overseas marketing and delivery of services. This study focused on Asian students, who tend to experience difficulty...