Purpose – The purpose of this paper is to offer a new perspective of country of origin effects on consumers' brand personality perceptions of domestic and imported automobiles. It aims to assess the perceived similarities and differences between automobiles from two countries with respect to...

Purpose – This paper aims to investigate visual exaggerations of fragrance advertisements by comparing subjects' expectations resulting from print ads to their subsequent product evaluations. It then considers whether the actual scents fall short, meet or exceed these expectations....

Chinese and Indian car manufacturers are entering developed markets. The question arises how they will be perceived by consumers from those countries. Using the multi‐dimensional brand personality scale, this paper provides an explorative study of the country of origin effect on U.S....