Purpose – This paper offers an ethical analysis of visual representation that provides criteria for and sheds light on the appropriateness dimension of marketing communications. It provides a theoretically informed framework for recognizing and understanding ethical issues in visual...

Purpose – To define the similarities and differences in perceptions that mobile consumers in culturally distinct markets hold towards the mobile internet. Design/methodology/approach – Using the Zaltman metaphor elicitation technique (ZMET), mental maps between consumers from Indonesia and...

Purpose – Research on cross cultural differences in preference for variety is scarce. Such research is important because it addresses a marketing instrument for which substantial cultural variations are to be expected. This paper attempts to highlight relevant literature of the domains of...

Purpose – The technology acceptance model (TAM) has been one of the most influential theories in the information technology literature, but it has not been used in the marketing literature to understand consumer acceptance of international web sites. Thus, the purpose of this study is to use...

Purpose – This research has the purpose of exploring whether the construct of consumer ethnocentrism extends to contexts in which foreign products are preferred to domestic products. Design/methodology/approach – The study evaluates the psychometric properties of the consumer ethnocentrism...

Purpose – To develop a more thorough understanding of culture in a rapidly changing global environment. Design/methodology/approach – The recent literature dealing with ways in which cultural dynamics are influencing the nature and meaning of culture are examined. Different perspectives of...

Purpose – Consumer animosity has gained considerable attention in international marketing literature as a determinant of foreign product purchase behaviour. The purpose of this paper is two‐fold: first, a state‐of‐the‐art review of consumer animosity research is presented and specific...

Purpose – The purpose of this study is to investigate reactions to the divine proportion (a ratio of 1: 1.618) in logo design across different cultures. Design/methodology/approach – The approach is a survey in three different countries: Australia, Singapore and South Africa. Findings –...

Purpose – The objective of this paper is to uncover the underlying dimensions of, and examine the similarities and differences in, personal uses of advertising, perceived socio‐economic effects of advertising, and consumer beliefs and attitudes toward advertising in Bulgaria and Romania....