Prior studies intensively rely on lifestyle segmentation to investigate the patterns of purchase and consumption decisions. However, the literature does not specifically relate lifestyle profiles with the types of consumer decisions (i.e., purchasing vs. consumption decisions). Therefore, this...

Objective: The objective of the article is to explore the types of brands in terms of the country of brand origin (COBO) applied by emerging markets’ firms and motives for applying them. Research Design & Methods: A qualitative approach was used, i.e. multi-case study of five emerging...

Purpose The objective of the study is to identify both reasons for ignoring and for paying attention to the country of origin (COO) by consumers when choosing brands of durable goods. Design/methodology/approach In this paper a qualitative approach was applied, i.e. 25 in-depth semistructured...

Within the experience of deciding about a vacation, does overall image of a destination is reflected in a tourist's perceptions and feelings? Subsequently, this image as a reflective second-order construct, is expected to be related to perceptions of risk. The authors study how 310 respondents...

Country brand support programs are instruments of open protectionism, which results from unilateral sanctions by foreign countries or acts as a mechanism for direct government support of national producers, creating positive perception by customers abroad and promoting goods and services to...

Paper's objectives: The purpose of this paper is to examine the ways in which to neutralize the country-of-origin (COO) effect (COE) in the emerging market of firms' international branding. Design/methods applied/approach used: A multiple-case study of five companies from European and Asian...

The onslaught of the COVID-19 pandemic has had a critical impact on the travel and tourism sector. Tourist destinations in developing countries are even more susceptible to negative trends of this sort due to the importance of tourism in emerging economies and the peculiarities of their...

Objective: The purpose of this paper is to identify the understanding and strategic importance of the country of origin (COO) and its dimensions from the perspective of the emerging market firms. Methods: A qualitative approach was applied using in-depth interviews with 11 informants from owners...

Purpose: This research study analyzes Moldovans’ intentions to visit Greece, and their perceptions of Greece’s image as a tourism destination, according to the following dimensions: (1) environmental beauty and convenience, (2) country’s citizens, (3) place and architectural structure, (4)...