Purpose – This research aims to investigate effect of consumer creativity on their evaluations of brands. Consumers’ creative participation is often used by online retailers as a promotional tool nowadays. The authors propose that consumer creativity exerts a positive impact on brand...

Purpose: This paper aims to extend and complement research on reference groups by suggesting that two distinct types of dissociative groups – specifically, a near versus distant dissociative group – have differential impacts on consumer choices. While prior research has examined the impact...

This article studied Hawaii public opinion on agricultural products and processes using GMO technology. We used telephone to interview the people in each island of Hawaii. We found out that the favorability rating toward the attributes of GMO technological application differ based on the nature...

A survey of new product development (NPD) managers finds both a linear, positive relationship between managerial guanxi and new product speed to market and an inverted U-shaped relationship between managerial guanxi and new product innovativeness. In addition, both transaction-specific...

As China’s rapid economic growth continues to be a significant dimension of the world economy and international business, more Chinese multinational firms have been emerging with increasing efforts towards internationalization. While manufacturing, labor efficiency and costs have been a source...