Purpose The purpose of this paper is to develop and test a new conceptual model in an online service context. The model focuses on an important, yet often neglected customer-oriented construct, i.e., user “control”, which is embedded in consumer behaviour when accessing the internet. The...

Purpose – The present study has three aims: to find out whether individualism affects consumers' preference for private versus national brands; to assess the effect of individualism on the perceived importance of brand image dimensions (country‐of origin, packaging design and manufacturer...