Most of the principal theories associated with consumer behavior have been developed and tested in the United States. A question that has been posed by some consumer researchers concerns the applicability of these theories outside of the United States. The study reported in this paper is a...

Purpose – We perform an empirical analysis of the effects of global consumer culture positioning (GCCP) in TV advertisements on consumer's brand evaluations (perceived quality, perceived price, and brand prestige) and attitude toward brand. Also, we analyze the moderating roles of consumer...