Purpose – The purpose of this paper is to show that culture has differential effects on purchase intent, using respondents from four very different cultural groups within Indonesia, and two different advertisements (one ethical, another unethical). Design/methodology/approach – The study...

Purpose – The purpose of this paper is to focus on testing hypotheses derived from theories presented by leading scholars regarding possible sources of differences in reliability coefficients, using cross-sectional data from Japan and Malaysia. Design/methodology/approach – A survey was...

Purpose – The purpose of this paper is to address the globalisation/culture issue by comparing two Asian countries in which there has been limited prior research regarding their respective supermarket industries, namely, Singapore and Malaysia. Design/methodology/approach – The research...

Purpose – The purpose of this paper is to explore the direct and indirect influence of brand experience on a customer's brand attitude, brand credibility and customer-based brand equity. Design/methodology/approach Design/methodology/approach – The data were collected from 400 users of...

Purpose – The purpose of this paper is to determine what can cause dislike of an advertisement's message in Asia. Television commercials were looked at specifically to provide an insight into the construct of advertising dislikeability and how it affects purchase intention and purchase...

Purpose – The purpose of this paper is to investigate the cultural assimilation influence on family purchase decision making of Chinese immigrant families in New Zealand, and in Chinese families living in China. Design/methodology/approach – The data were collected from 200 respondents. In...

Purpose – The purpose of this paper is to verify the measurement scale of shopping values in the Malaysian context. Both hedonic as well as utilitarian shopping value measurement scales were tested for their reliability and validity. Further, a series of hypotheses was developed to test the...

Purpose – The purpose of this paper is to propose and empirically examine a consumer perceived value (CPV) formation model in the context of the US casual sportswear market. The effects of investigated contingency factors on perceived values are empirically determined....

Purpose – The purpose of this paper is to report an application of the CETSCALE measuring consumer ethnocentrism for high‐value consumer goods in the emerging markets of the Association of Southeast Asian Nations (ASEAN). The study examines how regional markings can be thought of as variants...