Purpose – To investigate the influence of word‐of‐mouth (WOM) behavior among the growing teenage female market segment in the flourishing sports market. Design/methodology/approach – A sample of 118 teenaged girls, aged 13‐18, participated in the study. The theory of consumer...

Purpose – This paper aims to introduce the concept of admiration for members of other countries as an emotion related to people's perceptions of, and preference for, products that originate from the admired country. It also aims to examine the longitudinal effects of animosity....