Purpose – Using the theory of planned behavior (TPB) to examine the effects of consumer values and past experiences on consumer purchase intention of organic personal care products, this study aims to consider further the moderating effect of perceived behavioral control on the...

Purpose: Contrary to the mainstream born global (BG) perspective, some previous studies report the incremental expansion of BGs. In addition, the reasons behind BGs initiating specific steps, if any, and BGs’ entry market choices are still unknown or rather contrasting. This study views that...

In order to attract new customers and retain existing customers, restaurants need to identify the criteria on which customers determine the restaurants where they eat. The present study examines the restaurant selection criteria being employed by U.S. customers. This study also examined if there...

This study examines multiple reference effects in customers’ service evaluation regarding dining experiences in restaurants. Specifically, the present study explores the antecedent role of three reference points: focal, other, self-based and satisfaction in the development of customer...

Purpose: The purpose of this study is to examine the branding strategies of SMEs from NIEs, juxtaposing the different strategies used to specifically target developed and developing countries with regard to brand-building approach, type and number of brands and degree of standardization....