The importance of the Baltic states has increased due to increase of capital inflow from the West. A large part of the foreign involvement takes the form of alliance with local partners in the region. But how these alliances operate and fulfill the objectives of the partners in the Baltic states...

Purpose – To examine how customers, both men and women entrepreneurs, perceive service quality of the latest counselling encounters with their banks, and to find out if men and women differ in their satisfaction for two or more counselling encounters. Design/methodology/approach – A...

Purpose – This study focuses on consumer choice behavior in the context of a new European Union (EU) member state by examining cognitive, affective and normative mechanisms in consumer preference formation for domestic vs imported products. Design/methodology/approach – Data is drawn from a...

Purpose – Methodological advances in cross‐cultural scale development have addressed many concerns regarding the development of valid scales. However, several issues remain to be examined – including the potential problems of using language to measure communication phenomena using...

Purpose The purpose of this paper is to theorize country-of-origin (COO) to be important to retail buyers in making purchase decisions. However, this question has not been addressed in the literature and leaves a critical gap in determining how COO ultimately affects consumer purchase options....

Purpose – The purpose of this study is to examine the antecedents of channel performance in a multi‐level marketing (MLM) channel. Design/methodology/approach – Personal interviews with 105 distributors from network marketing companies operating in Lithuania, provided data for this study....

Purpose – The aim of this research was to investigate how ethnocentrism and economic development within transitional economies affects the formation of brand attitudes and attitude toward the ad. Design/methodology/approach – Kazakhstan and Slovenia were chosen as representative transitional...