This study experimentally examines consumers’ reactions to culturally incongruent images in advertising, which are characterized by a mix of global and local cultural elements and symbols featured in product advertisements. Drawing on the persuasion knowledge perspective, the authors argue how...

The objective of this paper is to enhance our understanding of international business-to-business relationships by presenting empirical evidence on the nature and relative importance of various relationship functions performed by the suppliers and the customers in trading relationships. Using...

This paper sets out to consider the scale and scope of the value relationship functions of trading partners and of their connected relationships created in a cross-cultural framework. Using a previously-developed framework of relationship and network functions the paper presents the findings...