Purpose: This study aims to propose and empirically test new improved customer-based brand equity (CBBE) creation framework, which advocates marketing activities create CBBE through customer experience (CE). The proposed framework is in contrast to extant literature suggesting marketing...

Purpose: Social media have recently become an important strategic marketing tool to increase firm value. Based on an integrated theoretical framework, this study aims to examine the market reaction at the time of the creation of a Twitter platform for 312 firms from the Fortune 500 firms....

Purpose: The purpose of this paper is to provide a conceptual and historical overview of the evolution of outsourcing. The authors then focus and prognosticate on the future of outsourcing and develop several compelling ideas based on extant insights and the rule of three axioms....

Behavioral intention models are assumed to be universally applicable; however, recent criticisms have questioned their application among non‐Western subjects. It is argued that models that posit constructs that represent and measure the cultural nature of evaluative and normative latent...

In international marketing research, the researchers are often required to prespecify the salient attributes of a product or service. However, research that prespecifies attributes imposes cultural bias on the results, whereas research that does not specify attributes is open to culturally...

Purpose – Despite the rapid growth and internationalization of services, marketers of services realize that to successfully leverage service quality as a global competitive tool, they first need to correctly identify the antecedents of what the international consumer perceives as service...

Purpose – The purpose of this article is to summarize the output and content of International Marketing Review ( IMR ) during its first 21 years. Design/methodology/approach – The output of IMR is first analysed to measure its stability and maturity. The focus is then shifted to the content...

Purpose – The purpose of this paper is to analyze the 29 years of research published in International Marketing Review ( IMR ) since its inception. Design/methodology/approach – A brief editorial history of the journal is chronicled, and its output is discussed. Special attention is focused...

By standardizing the marketing effort over similar worldwide segments and differentiating it across dissimilar worldwide segments, the international marketing manager is able to reap the advantages of both standardization and customization. The choice of the variables by which to segment the...