Purpose – What customers associate with a brand is the result of what they have felt, learnt, seen and heard about the brand. This knowledge impacts the attitudinal and behavioral brand response of customers (and vice versa). This paper aims to identify how customer segments of one brand...

Purpose – The purpose of this paper is to identify the main determinants of fashion store personality, as perceived by the shopper. It aims to discover factors that are responsible for specific store personality trait perceptions in order to understand how these humanlike personality traits...

Purpose – The purpose of this paper is to examine the effects of country stereotyping, bad press, and consumer ethnocentrism on the prices a country can command and be competitive. Design/methodology/approach – A total of 767 consumers were given prices for products in 11 different...