Seeks to revisit the theoretical basis for the concept of loyalty through a consideration of the state of “no loyalty”, which we term “disloyalty”. This category is present in the model proposed by Dick and Basu, but is seen to be of less interest than other categories. Here we argue...

Purpose – The purpose of this paper is to identify, review and evaluate international marketing (IM) studies in the domain of cultural country classification (1985‐2006). Design/methodology/approach – First, articles in which an “original” classification is developed are identified....