Purpose: A place brand is a culmination of its exclusive history, people and traditions that affect customer and community experiences. Place branding has become increasingly important for collective heritage brand strategy, as stakeholders undertake efforts to create an aura of a distinctive...

Purpose – The purpose of this paper is to examine the reliability and validity of Hofstede's cultural framework when applied at the individual consumer level. Design/methodology/approach – MBA students and faculty in the behavioral sciences were asked to review Hofstede's cultural instrument...

Purpose – This paper aims to highlight the importance of examining sub‐cultural attitudes when assessing the animosity of individuals from one nation toward the products of other nations. Design/methodology/approach – The context chosen, Arab and Jewish Israelis' attitudes toward the UK...

Purpose This paper examines adolescent’ money attitudes in the USA and France. It introduces and validates an 18-item scale for assessing adolescent money attitudes, explores the symbolic values that American and French teens attach to money, identifies the major segments of teens based on...

Purpose This study aims to integrate Roccas and Brewer’s (2002) social identity complexity theory with the brand symbolism literature to propose a new construct: brand identity complexity (BIC). Different than previous conceptualizations of identity complexity which focus on the degree of...

Purpose – To assess quantitatively the impact of market orientation on the performance of the firm. While much empirical work has centered on market orientation, the generalizability of its impact on performance has been under‐researched. Design/methodology/approach – A substantive...