Purpose: This study aims to investigate how consumers respond to global brands adapting to local elements. Specifically, this study identified three factors (i.e., cultural compatibility, cultural elements authenticity and cultural pride) affecting the purchase intentions (PIs) toward global...

Purpose: This paper aims to provide lessons from the emergence of the sharing economy after the 2008 recession and helps managers prepare more effectively for recessions in the future. Design/methodology/approach: In this conceptual paper, the authors build on research on the sharing economy...

Purpose: Crises threaten the operations of small businesses and endanger their survival; however, when the crisis is not attributable to the firm, consumers may rally around the business. This study aims to examine how attitudes toward helping others can create support for small businesses,...

Purpose: This paper studies the sociocultural drivers of materialism cross-culturally. Research in this area is scarce, even though rapid social transformations worldwide, fueled by globalization, make it imperative to identify the conditions under which commonalities and differences in...

Purpose: This study aims to examine the emotional components of brand hate and the variation of emotions across different levels of brand hate. Design/methodology/approach: Study 1 uses in-depth interviews and data triangulation. Studies 2-5 make use of quantitative methods to test and validate...