Purpose – The purpose of this paper is to investigate how perceived benefits, perceived risk, and trust influence Chinese consumers' online group buying organized by institutional initiators. Design/methodology/approach – In total, 578 valid samples were collected via an online survey....

Presents the principles of thirty six Chinese classical strategies which includes strategies for attack, strength, confrontation, confusion, gaining ground and desperate situations. Applies these to strategic planning and marketing rather than the traditional use on battlefields. Uses anecdotal...

Purpose – Given that global advertising often originates in the West, this study aimed to investigate whether the same racial cues in advertising had different effects on US and Chinese readers who belonged to the majority group in their own country but occupied varied positions in the global...

Purpose – The purpose of this paper is to demonstrate the importance of territory of origin (TOO) associations for consumers’ perception of product authenticity and empirically tests the chain of effects, from TOO associations to perceived authenticity, and to consumers’ self-brand...