Purpose – This paper seeks to explore how moderation can and should be modeled in cross‐national/cultural contexts. A multi‐national study of consumer involvement is utilized to demonstrate proper methods for modeling the different types of moderation. Design/methodology/approach – Using...

Purpose – This paper aims at contributing to the conceptual and methodological advancement of international marketing research. Design/methodology/approach – The theory of social representations is utilized to study what the representatives of a certain culture think of objects and products;...

Purpose – Extant international marketing enquiry has been widely criticised for lacking scope and ambition. Typically, empirical investigations have involved single market studies employing quantitative methods and survey techniques. Consequently, researchers have been challenged to embrace...

Purpose – Multiple environmental behaviors will need to be adopted if climate change is to be addressed, yet current environmental decision-making models explain the adoption of single behaviors only. The purpose of this paper is to address this issue by developing and evaluating a...

Purpose – The purpose of this paper is to provide insight into the temporal development of the customers' psychological state, described by a multitude of constructs, throughout the whole decision‐making process in a service context in order to derive ideas for customer‐focused...