Purpose – The objective of this study is to explore general cross‐cultural differences in corporate visual identity between the USA and Korea, and to apply Trompenaars' specific versus diffuse dimension to brand‐logos and taglines in the two countries. Design/methodology/approach – A...

Purpose – To discover whether there are market segments for the fashion industry that cut across countries and respond differently to advertising messages. Design/methodology/approach – A survey was administered to Korean, European, and US female consumers. Cluster analysis is used in an...

Purpose – Despite an extensive body of research on brand loyalty, it has been demonstrated that customer‐based brand research is still in a state of evolution. The purpose of this paper is to develop and test alternative models of the brand loyalty process by examining the effects of...

Purpose – The purpose of this paper is to examine an important exception to the “value congruity hypothesis,” which holds that advertising should be more effective when it is congruent with cultural values. It documents a paradoxical “reverse authority effect” among young adult...

Reports the findings of a study that examined the relative impact of various marketing strategies on the performance of mature products in a rapidly developing country, South Korea, from a contingency theory perspective. The results indicate that the competitive environment of the maturity stage...

Investigates the regional standardization issue in global advertising by comparing print advertising of the Pacific Basin countries of Japan, Taiwan and South Korea. The findings of the study reveal similarities and differences in print advertising components across the countries. Similarities...

Purpose – The authors are witnessing the increasing extent of corporate social responsibility (CSR) performance as strategic behaviour specifically in emerging markets. The purpose of this paper is to investigate how multinational companies (MNCs) manage CSR activities in emerging markets to...

Purpose – The purpose of this paper is to understand users' acceptance of service robots by integrating perceived enjoyment of service robots and users' need to belong in a technology acceptance model (TAM) framework. Service robots are currently being used in homes and firms to provide...

Purpose – The purpose of this paper is to study how cost efficiency and the reliability of a physical distribution network are affected by changes in online shopping demand and to suggest how logistics service providers can respond to such changes. Design/methodology/approach – Based on a...

South Korea is set to become the “next giant of Asia”. A strong industrial base, driven workforce and widespread government subsidies have allowed major chaebols (conglomerates) to make significant gains in the global arena, but at some expense. Labour unrest is sporadic but serious,...