Purpose – The main purpose of this study is to decompose the concept of country of origin (COO) and to investigate the influence of country of brand (COB) and country of manufacture (COM) on brand equity formation. Moreover, the secondary aim of this research is to examine the moderating role...

Purpose – This study aims to examine how members of American Generation Y cohort feel about the USA and the USA's major trading partners. In addition, the study's purpose is to find out whether product's country‐of‐origin (COO) plays a role when members of Generation Y evaluate products....

Purpose – The impact of dietary changes associated with urbanization is likely to increase the demand for land for food production. The purpose of this paper is to examine the impact of urban economic development on changes in food demand and associated land requirements for food production....

The emerging online economy in recent years has facilitated the rapid growth of e-commerce, such as Internet bank, e-wallet, and electronic bidding. Network fellowship auction is a collective effort by people who network and pool their money together by Internet in order to invest in and support...

Purpose The purpose of this paper is to investigate an antecedent of perceived authenticity in the relationship between product ethnicity (PE) and evaluations of foreign products. Moreover, the present study explores roles of product involvement and product type as moderators in the relationship...

Purpose Advertisers use various tactics to influence consumer purchases and create positive associations with their brands. The purpose of this study is to explore the formation of peer-endorser credibility and its influence on attitude formation. The role of product involvement in the formation...

Purpose – This study aims to examine how product involvement moderates the effects of emotional appeals namely humor and endorsers on consumers' responses to direct‐to‐consumer advertising (DTCA). Design/methodology/approach – This study employed a 2 (Humor: humor vs. non‐humor)×2...

The primary question motivating this study is how message characteristics influence the persuasiveness of celebrity athlete endorsements as used in print advertising for a sports drink. In particular, this study examines the extent to which celebrity endorsement of a product influences the...

Purpose – This article aims to present a model linking loyalty intention, brand commitment, brand credibility and brand awareness. The model shows the mediating role of brand commitment and brand credibility on loyalty intention. The researchers also investigated the changes in the given model...

Wine tourism is a major public relations medium and for many wineries a major source of revenue. This article uses theories of brand equity to develop cellar door strategies. These theories are supported by previous research into product involvement with wine, which shows that high and low...