There is much research suggesting that the image consumers hold about a product’s country of origin can influence their purchase decision, but little empirical work has focused on the underlying cognitive processing. A flexible model is devised and tested to represent country image processing,...

Purpose – The purpose of this paper is to focus on testing hypotheses derived from theories presented by leading scholars regarding possible sources of differences in reliability coefficients, using cross-sectional data from Japan and Malaysia. Design/methodology/approach – A survey was...

Purpose – To investigate the degree to which products, images, and activities associated with a popular culture supports and sustains brands associated with that culture, with particular reference to global Japanese brands. Design/methodology/approach – A questionnaire‐based survey of 638...

A note commenting on the recent book, The Japan That Can Say “No ”, written by Akio Morita and Shintaro Ishihara. The authors provide their own translation, interpretation and reactions to the unusual views expressed in a book not intended for the US market which generated an acrimonious US...