We suggest and show that multi-country brands should position themselves consistently across markets more on those specific imagery attributes that are themselves more consistently valued across countries. Leveraging prior research, we first identify four life values that are relatively more...

This study experimentally examines some situational influences on the formation and consequences of two brand image/personality beliefs, pertaining to fun and sophistication (classiness). It experimentally tests McCracken's (1986) meaning transfer mechanisms and establishes that non-verbalized...

Traditional cognitive response elicitation procedures may not be sensitive enough to elicit the stylized and subtle thoughts that are generated during exposure to certain types of ads. When these types of thoughts are the focus of a researcher’s work, it is critical that he or she develop a...

In today's multinational marketplace, it is increasingly important to understand why some consumers prefer global to local brands. We delineate three pathways through which perceived brand globalness (PBG) influences brand purchase likelihood. Using consumer data from the USA and Korea, we find...

pt. 1. Overviews -- pt. 2. Research on consumer biases -- pt. 3. Communication strategy and tactics -- pt. 4. Combating obesity in children and young adults -- pt. 5. Environmental and policy perspectives.

As the markets in transitional economies open and grow, major challenges and opportunities arise for multinational firms entering these markets, local firms facing these new competitors, and policymakers seeking to increase the ability of all firms to compete fairly and efficiently. Yet despite...