Purpose Culture is recognized as a pivotal variable in country of origin (COO) research. The purpose of this paper is to assess culture from an individual perspective and to examine the extent to which individual cultural orientations have similar associations with 33 manager- and...

Purpose – This study seeks to examine whether or not the effect of personal cultural orientation on brand‐related consumer behaviors functions invariably at the individual level in two culturally opposite countries (South Korea and the USA). Design/methodology/approach – Data were...