Purpose – The purpose of this research is to propose and test a model that integrates the main predictors of consumers' attitude and behavioral intentions toward counterfeits; to help companies understand the main factors influencing consumer behavior toward counterfeits and create effective...

Purpose – To identify ways for business managers to reduce consumer complicity with counterfeit products by better aligning their actions with consumer beliefs of complicity. Design/methodology/approach – A mall intercept methodology was used to interview 54 US and 48 Brazilian business...

Purpose The research analyzes the presence of two global brands – Fiat and International Federation of Association Football – in Brazilian demonstrations in conjunction with the 2014 World Cup. The purpose of this paper is to extend the brand cultural resonance construct and highlights its...

Purpose The purpose of this paper is to discuss the role of Brazilian consumers’ personal behavioral values, lifestyle, and mindsets in relation to purchase decisions. Design/methodology/approach The study employed empirical research through a survey of 1,508 consumers to establish a typology....

Purpose – This paper investigates the determinants of customer choice of a car maintenance service provider after the warranty period. It focuses on the alternative of using branded car dealers, who provide this service during the warranty period, or independent garages....

Purpose – The relationship between personal values and behaviour has been widely studied, and previous studies have demonstrated the mediating role of attitudes. The purpose of the study is to test the “values‐attitude” relation in banking services (car insurance, life insurance, home...