Purpose – Strong evidence suggests that word‐of‐mouth (WOM) communication varies in its influence according to product type; however, empirical research remains deficient. The purpose of this paper is to propose a procedural model to examine the influence of product type on both the effect...

Purpose – The purpose of this paper is to address the research issue of how companies manage their consumers' identification to compete effectively in intensely competitive market places. Drawing on theories of social identity and organizational identification, this study proposes that...

Purpose – The purpose of this paper is to examine trust and posit that consumers perceive the trustworthiness of companies from a particular country differently. Design/methodology/approach – An accepted US model of trust across cultures is tested. A survey questionnaire is used to collect...