Purpose This study investigates the effects of vertical direction and rotation of English loan brand names in East Asian languages (Chinese and Korean) on processing fluency, perceived product quality and purchase intention. Design/methodology/approach Four experiments were conducted in China...

Purpose – This study aims to investigate the influence of two critical brand extension design components – brand design consistency and category design consistency – on the formation of consumers ' product attitudes and purchase intentions. It also aims to examine the underlying mechanism...

This study aims to explore factors that have impact on purchase decision on a social commerce, viz., social media Instagram. Thus, several dimensions namely eWOM referral, celebrity endorsement, information quality, brand satisfaction, brand trust and brand attachment are identified and...

Purpose While prior studies have explored the relationship between visual appeal and purchasing decisions, the role of bookmarking has largely been underemphasized. This research aims to address this gap by focusing on the impact of bookmarking on consumer behavior, guided by the cognitive load...

Purpose – The role that peer influence plays in shaping young adult consumers' products purchase decision cannot be overemphasized. The purpose of this paper is to investigate the role of peer influence in shaping young adult male consumers' product purchase decisions in Saudi Arabia....

Purpose – The purpose of this research is to empirically investigate the impact of religious commitment of Muslim consumers in a non‐Muslim country on their purchase decision‐making process and develop a broad‐based taxonomy of these consumers based on that. It also aims at identifying...

This study examined the information sources that golfers used to purchase golf clubs. Three personal references (family, friends and salespeople) and five non-personal references (television, newspaper, magazine, product catalogue and the internet) were examined from a total of 626 randomly...

Purpose – There has been an increased interest in marketing literature in understanding the role of sensory experience. However, few researchers have addressed multisensory interaction of visual and tactile evaluation for products salient in single sensory modality. The purpose of this paper...

Purpose – The purpose of this paper is to examine the dual influence of traditional Chinese and national Singaporean cultural values on the attitude towards skin beauty and the purchase intention relating to skin care cosmetics among Chinese Singaporean women. It aims is to investigate how...

Purpose – This study, conducted in Thailand, aims to examine the effect of interaction of country‐of‐origin (COO), brand equity and product purchase involvement on consumers' evaluation and purchase preference of Thai brands of fashion apparel made in three nominated Asian countries of...