Purpose – Aims to determine whether the level of acculturation experienced by Hispanics influences purchase decisions (brand, location, paint color) of household paint. Design/methodology/approach – A telephone survey was conducted to determine the extent to which husbands influenced the...

Purpose – To explore an emerging area in internet practice that has implications for new product developers. Design/methodology/approach – The paper integrates concepts including a range of recently published (1993‐2004) theoretical works and ongoing case developments in internet practice....

Purpose – The value of branding as an effective part of a company's marketing strategy is changing as the needs of the consumer has changed. The purpose of this paper is to identify these changes and to prescribe specific modifications that should be made to the brand and its implementation....

Purpose – Using a classification of benefits and costs of promotional offers along three routes – economic, informational and affective – this paper aims at evaluating, from the consumer's point of view, the relative perceptual disadvantages of separate‐item bundles compared to...

Purpose – This paper seeks to explore the relationship between global brands and the emotional connections between consumers and the brand. Design/methodology/approach – The paper integrates concepts including a range of recently published (1995‐2006) theoretical works in the branding,...

Purpose – The purpose of this paper is to understand how consumers in three countries (Mexico, South Korea, and Japan) perceive a US global brand versus domestic brands and their marketing efforts. There has been an increasing number of global brands and corresponding competition among global...

Purpose – This paper aims to examine whether companies in business‐to‐business (B2B) markets can leverage their brands extended into business‐to‐consumer (B2C) markets and how consumers evaluate these extensions. Design/methodology/approach – A model is developed by combining Aaker...