Purpose – The purpose of this study is to investigate reactions to the divine proportion (a ratio of 1: 1.618) in logo design across different cultures. Design/methodology/approach – The approach is a survey in three different countries: Australia, Singapore and South Africa. Findings –...

Purpose – The objective of this paper is to uncover the underlying dimensions of, and examine the similarities and differences in, personal uses of advertising, perceived socio‐economic effects of advertising, and consumer beliefs and attitudes toward advertising in Bulgaria and Romania....

Purpose – The purpose of this paper is to examine how Chinese and German consumers react to print advertisements that are potentially offensive. Design/methodology/approach – Using culture theories about information context, individualism and feminine consciousness, the paper hypothesizes...

Purpose – International marketing researchers have long been concerned with determining whether consumers are predisposed towards a preference for domestic products, as opposed to foreign products. The purpose of this paper is to assess such a domestic‐country bias (DCB) in the German...

Purpose – The purpose of this paper is to provide an in‐depth examination of country‐of‐origin (COO) perceptions of consumers in a multinational setting. It shows how explanatory factors like demographics, familiarity with a country's products, purchase behaviour and psychological...

Purpose – The purpose of this paper is to propose and test a model that shows how extending a brand affects the overall brand image. The relations between the relevant variables in brand extension strategies in the UK and Spanish markets are analysed to determine if the brand extension...

Purpose – Given the ongoing globalization debate and lack of agreement about whether consumer cultures are predominantly globalizing, glocalizing, or localizing, the purpose of this paper is to propose a conceptual framework designed to help clarify discussion and facilitate theoretical...

Purpose – The purpose of this paper is to explore the cross‐cultural efficacy of a gender identity scale commonly used in marketing: the shortened version of the Bem Sex Role Inventory (BSRI) measure developed by Barak and Stern, the Gender Trait Index (GTI). Design/methodology/approach –...

Purpose – The purpose of this paper is to propose and test a longitudinal country‐people image effect model involving a significant negative international incident between countries; study how such a model changes over time; and study the extent of image recovery in terms of how the offending...

Purpose – The purpose of this paper aims to investigate the relationship between brand personality, country‐of‐origin (COO) image and purchase intention. Specifically, it is suggested that COO image exerts both main and interaction impact on purchase intention. Design/methodology/approach...