Purpose: Increasing consumer skepticism of corporate behavior has led companies to actively manage and advertise their corporate brands. However, it remains unclear how receptive consumers across different markets are to such efforts. The purpose of this paper is to demonstrate differences and...

Purpose – Customer‐company identification (CCI) refers to a social relationship between a company and its customers. Prior research highlights the positive consequences of CCI but does not study the process by which CCI shapes both positive and negative consumer reactions to new company...

Purpose: The purpose of this paper is to examine the effects of identity-based consumer perceptions on the brand avoidance of foreign brands across multiple markets. Design/methodology/approach: Focussing on general product category brands, the study was conducted across two countries, i.e. New...