Purpose: The purpose of this paper is to examine the inconsistency of explicit and implicit domestic country bias (DCB) across different types of products and in the context of two countries. Design/methodology/approach: Two studies in two countries are conducted to examine the inconsistencies...

Purpose: The purpose of this study is to examine the effects of brand origin (BO) misperception (hereafter BOM) or non-identification on brand equity. Besides, the current study investigates the moderating role of brand strength in the relationship between BOM and brand equity....

This study applies the concept of product typicality to account for graded country images effects across products of a country on consumers' purchase intention. Consumers need for variety impacts consumer purchase intentions when the perspective of product typicality is applied. A two-by-two...