This study experimentally examines consumers’ reactions to culturally incongruent images in advertising, which are characterized by a mix of global and local cultural elements and symbols featured in product advertisements. Drawing on the persuasion knowledge perspective, the authors argue how...

Purpose – The purpose of this study investigates the asymmetric effects of brand origin confusion (BOC) on consumer preference and the purchase of local versus foreign brands in China. Drawing on the general country‐of‐origin (COO) literature and recent developments in brand‐origin...

Purpose – This paper aims to examine the institutional and social determinants, and consequences of social entrepreneurship with respect to China's rural enterprises. It also attempts to provide a conceptual framework concerning how rural Chinese enterprises act as social entrepreneurial...

This study examines specific dimensions of the performance‐only measurement of service quality (SERVPERF) as determinants of consumer satisfaction and subsequent behavioral intentions associated with banking services in mainland China. Empirical support for the predictive ability of...