Purpose – This study is designed to explore international marketing standardisation (IMS) by investigating the choice of IMS for industrial product (ID) and non‐industrial product (non‐ID) operators and firms from Australia and New Zealand. Design/methodology/approach – This study has...

Purpose – The purpose of this paper is to focus on two objectives. First, to investigate how two consumer innovativeness measures (domain‐specific innovativeness (DSI) and general innovativeness (GI)) in a highly globalized product market (i.e. laptop computer) are related to two widely used...

Purpose – The purpose of this paper is to examine the influence of export barriers at two different points in time, 1995 ( t 0 ) and 2010 ( t 1 ), respectively. Using “confidence” as a surrogate for affect, the study proposes an inverse relationship between affect and export barrier...

Purpose – Developing new products for international markets offers great growth opportunities for companies by positively influencing company performance. Specifically, the research purpose is to determine the effects of new product success factors on the measures of company export...

Purpose The purpose of this paper is to examine how consumers’ willingness to buy is influenced by two essential design elements: form and functional design. Form design refers to appearance and can be categorized as typical or non-typical. Function design relates to product features and can...

Purpose The purpose of this paper is to facilitate and clarify the perceptions of Spanish consumers towards China, its people, and its products, while outlining the overall contemporary Chinese product-country image (PCI) within the Spanish market. Design/methodology/approach A 52-item construct...

Purpose – The purpose of this paper is to examine the antecedents of export performance within the parameters of the structure-conduct-and-performance (SCP) paradigm, resource-based view (RBV), rational choice (RC) and perceptual view (PV), theoretical templates. Design/methodology/approach...

Purpose As part of a cross-cultural research, the purpose of this paper is to provide further insights into the existing product-country image (PCI) of the Chinese consumers’ perceptions of Spain, its products, and its people, thereby providing an overall contemporary Spanish PCI within the...

A critical element in the development of a fundamental body of knowledge in corporate identity and corporate visual identity, as well as for improvement in communication practice, is the development of measures of the variables with which communicators work. In this article, the earlier work of...

A total of 20 per cent of Australian universities are ranked in the top 500 exporters and since 1987 international student growth in Australia has exceeded 60 per cent each year. Few investigations have been directed to measuring the effectiveness of international advertising and promotional...