Purpose: This paper studies the sociocultural drivers of materialism cross-culturally. Research in this area is scarce, even though rapid social transformations worldwide, fueled by globalization, make it imperative to identify the conditions under which commonalities and differences in...

Language intricately interweaves with culture. Acquiring another language provides the tools for interpreting that culture's values and rules guiding social engagement. Hundreds of millions of consumers are currently learning and using English as a second (or third, etc.) tongue. To what extent...

Purpose – The purpose of this paper is to focus on two questions that are especially pertinent to international marketers. Is a strong ethnic identity (EID) generally incompatible with a globally‐oriented disposition (cosmopolitanism: COS), and to what extent is the EID‐COS relationship...

This research applies the personality metaphor to examine the U.S. brand personality in China. Results indicate that the U.S. brand personality is a multidimensional construct composed of three main dimensions: amicableness, resourcefulness, and self-centeredness. An overall view indicates that...

Purpose – The overall aim of the present study is to advance research by drawing from this body of work and applying the brand personality construct, which has so far been considered mostly in connection with commercial product brands, in the context of nation branding. More specifically, and...

Purpose The purpose of this paper is to test the cross-cultural validity of the Technology Readiness Index (TRI) (Parasuraman, 2000) and explore how demographics and attitudinal variables may help to explain adoption and use of technology-based products and services. Design/methodology/approach...