In 2009, the touristic potential of Marginimea Sibiului is recognised both nationally and internationally for its unique ethnographic, cultural, architectural and historical heritage and it has also won the Golden Apple Award of World Federation of Travel Journalists and Writers. In 2015, this...

Between traditional and contemporary there are two contradictory visions. The first adopts originality and returning to the traditional, while the second advocates modernity and liberation from the old. The present paper discusses how to benefit from the present facilities without losing...

Purpose – The purpose of this paper is to examine two contextual factors with respect to the influence of corporate social responsibility (CSR) messages on consumer attitudes and purchase intentions. First, the authors examine the interplay between CSR messages and country image, and second,...

Purpose The increasing incidence of for-profit corporations publicly expressing views on social, cultural and political issues is creating new reputational risks. This viewpoint aims to examine this problem and propose a range of practices for companies to adopt for minimizing this risk....

Purpose – This study aims to investigate dimensions related to the gender role and identity perceptions of adolescent girls in Hong Kong. It also aims to develop a typology based on the dimensions and to examine its ability to predict brand relationship variables. Design/methodology/approach...

Purpose Despite the well-established impact of consumer ethnocentrism (CET) on purchase intentions, extant literature offers limited evidence on actual purchase behaviour. The purpose of this paper is to address the gap by investigating the factors underlying variations in CET behaviour using...

Purpose – The purpose of this paper is to propose a conceptual framework – the 4V model – for better understanding how global brands create firm value. Organized around the global brand value chain, the 4V model includes four sets of value-creating activities: first, valued brands; second,...

Purpose – The purpose of the paper is to study the impact of perceived brand globalness (PBG) on consumers' purchase intention (PI) and the mediating role of perceived brand quality (PBQ) and perceived brand prestige (PBP) in this relation, among consumers in emergent markets. The paper also...

Purpose – The purpose of this study is to explore the country of production (COP) image, trust and quality perceptions of Turkish consumers for well-known global brands that are produced in China. Design/methodology/approach – Using the mall-intercept survey method from the 17 largest cities...

Purpose – Market researchers often treat Asian consumers as a single entity and compare them with their Western counterparts. The purpose of this paper is to compare and contrast consumers in two Asian countries, Thailand and Turkey. Since global and local brands co‐exist in many regions of...