Purpose – Relatively scant attention thus far has been accorded in the marketing literature to the examination and explanation of return behaviour of consumers, especially within the mail order industry. The issues examined here consist of the nature and influence of such factors as “buying...

Purpose – The purpose of this paper is to examine how cultural differences affect the perception of a brand. Design/methodology/approach – A study was carried out in six countries among different involvement groups. The study uses Hofstede's cultural dimensions and Aaker's brand personality...