Consumer perceptions of advertising creativity are investigated in a series of studies beginning with scale development and ending with comprehensive model testing. Results demonstrate that perceptions of ad creativity are determined by the interaction between divergence and relevance, and that...

Purpose – This paper seeks to focus on the key underpinnings of African culture and its implications for business marketing practices. Design/methodology/approach – Using Kluckholn and Strodtbeck's and Hofstede's conceptualizations as a backdrop, the paper provides a synoptic view and modal...

Purpose The study aims to explore supply chain influence (SCI) on the linkages among market orientation, innovation capabilities and firm performance (FP), using the resource-based view as a theoretical backdrop. Design Survey data from 182 top managers who are involved in strategy formulation...

Investigates the potential of demand artefacts in country‐of‐origin studies using three alternative methodological approaches: hetero‐method replication, non‐experiment and post‐experimental inquiry. The results converge in their support of the plausibility of demand artefacts in the...

This study is prompted by the growing sales and the acceptance of thrift stores in the USA. It focuses on consumers’ evaluations and attitudes of secondhand, or thrift stores, and specifically examines the effects of store image and general attitude toward secondhand stores on “shopping...

Purpose Using the resource-focused view of the firm as a theoretical backdrop, this study aims to examine the relationships between entrepreneurial perceptions and two dependent measures (i.e. customer satisfaction outcomes and firm performance). Specifically, the study tests the boundary...