The national identity scale (NATID) was recently reported in the literature for identifying the core elements that define the uniqueness of a given culture or nation in so far as their association with marketing is concerned. This study examined the conceptual strengths and empirical limitations...

This study attempted to empirically test a debatable hypothesis that globalization entails homogenization in consumers’ mind and behavior. Using samples from two countries (USA, n = 120 and Korea, n = 128), this study explored a path model centered on consumers’ reluctance to purchase...

Gray market activities have become global, occurring not only in less developed or volatile markets, but also in many well‐developed markets. Although the gray market problem has been discussed in the literature, pertinent research from a demand perspective remains scarce. This study...

Purpose – This cross‐cultural study examines inter‐relationships between values (using the list of values), collective self‐esteem (CSE), and consumer susceptibility to interpersonal influence (CSII). Design/methodology/approach – Data were collected through surveys administered to 783...

Purpose – The frequency and sophistication of consumer boycotts continue to increase from already high levels. Surprisingly, only limited research in marketing has investigated this topic. The purpose of this paper is to provide a strategic analysis of an actual consumer protest with...

Purpose – In the growing field of electronic commerce there are various influences that can lead to online purchase decisions. An understanding of these influences can lead to greater electronic marketing effectiveness. The purpose of this article is to analyze and compare the effect of...

Purpose – Previous studies have looked at how socio‐economic and political factors play a role in consumers' ethical positions, but few have considered the role of religion which is a major driver of ethics. This paper seeks to address this. Design/methodology/approach – From a survey of...

Purpose – The market of ecological products is growing exponentially at global level, however, there are very few studies focused on the international marketing strategies of eco‐firms. Seeks to address the issues. Design/methodology/approach – On the basis of the information collected...

Purpose – This paper offers an ethical analysis of visual representation that provides criteria for and sheds light on the appropriateness dimension of marketing communications. It provides a theoretically informed framework for recognizing and understanding ethical issues in visual...

Purpose – To define the similarities and differences in perceptions that mobile consumers in culturally distinct markets hold towards the mobile internet. Design/methodology/approach – Using the Zaltman metaphor elicitation technique (ZMET), mental maps between consumers from Indonesia and...