Purpose: The purpose of this paper is to examine differences among fashion trendsetting groups in money attitudes and consumer tendency to regret (CTR). Design/methodology/approach: Students completed questionnaires containing demographic items and scales measuring money attitudes...

Purpose: Mobile self-checkout refers to scanning products using a mobile device inside a brick-and-mortar store and completing the checkout process on mobile devices. Even though mobile self-checkout has been used in other industries for several years, it is a new application in the fashion...

Purpose – The purpose of this study was to investigate tendency to gossip, self-monitoring and fashion leadership among young adult consumers in two cultures: US and South Korean. Design/methodology/approach – A survey was conducted using a convenience sample of 690 (278 US; 412 Korean)...

Establishing the validity and measurement equivalence of core marketing concepts in the emerging market economies of Africa is a key step in assessing the transferability of modern marketing theory and managerial practice to these countries. However, measurement equivalence issues are rarely...

The emergence and diffusion of the Internet has prompted a surge in web portal sites that are designed to meet the specific needs of ethnic Internet users who are not native English speakers. These ethnic portal sites may be set up by global portal giants (e.g. Yahoo!) or by local entrepreneurs...

Purpose Culture is recognized as a pivotal variable in country of origin (COO) research. The purpose of this paper is to assess culture from an individual perspective and to examine the extent to which individual cultural orientations have similar associations with 33 manager- and...

Purpose – This study seeks to examine whether or not the effect of personal cultural orientation on brand‐related consumer behaviors functions invariably at the individual level in two culturally opposite countries (South Korea and the USA). Design/methodology/approach – Data were...

Purpose – The purpose of this paper is to develop a scale to measure social religiosity (SR) and assess its measurement invariance across different cultures. Design/methodology/approach – The research relied on samples from China ( n =486), India ( n =377), Japan ( n =362), Korea ( n =386),...

The purpose of this study is to explore the cross‐cultural generalizability of Yoo et al. ’s brand equity creation process model. A two‐step approach is introduced and used to test the factorial invariance of the model cross‐culturally. The results reveal which marketing efforts and...