Purpose: The purpose of this study is to investigate the effect of cross-border acquisitions on brand image dimensions (functional, symbolic and global image) of the acquirer brand from a consumer’s perspective. Design/methodology/approach: The authors measured Chinese consumers’...

Purpose: The purpose of this paper is to investigate how and when used by employees influences witnessing customers’ willingness to spread positive word of mouth (WOM). Design/methodology/approach: This research used a qualitative method to develop a typology of necessary evil using two pilot...