Purpose – The purpose of this research is to test the applicability of a model showing the relationship between a set of modified MARKOR scales used to measure market orientation (MO) and a set of organizational antecedents in an emerging market. Design/methodology/approach – The study is...

Purpose – The purpose of this study investigates the asymmetric effects of brand origin confusion (BOC) on consumer preference and the purchase of local versus foreign brands in China. Drawing on the general country‐of‐origin (COO) literature and recent developments in brand‐origin...

Purpose – The purpose of this paper aims to investigate the relationship between brand personality, country‐of‐origin (COO) image and purchase intention. Specifically, it is suggested that COO image exerts both main and interaction impact on purchase intention. Design/methodology/approach...

Purpose – In recent years, “trade up” argument has gained momentum. It argues that international integration can benefit developing countries' environments by fostering the adoption of voluntary environmental standards, such as International Organization for Standardization (ISO) 14001...