Purpose The purpose of this paper is to investigate consumer willingness to pay a premium for domestically manufactured products in the context of a buy-national campaign and the role of congruity in determining that willingness. Design/methodology/approach A market-stall-like context was used...

Purpose – Limited attention has been paid to the cultural influences on the formation of consumer attitudes toward luxury brands (LUX). The purpose of this paper is to investigate this relationship by developing a model that additionally employs the constructs of susceptibility to normative...

Purpose – The purpose of this paper is to investigate the impact of intrinsic religious orientation (IRO) on environmental attitudes (EA) and green product purchases (GPP) in Mexico. Design/methodology/approach – The study uses structural equation modeling to analyze the survey results of...

Purpose The research analyzes the presence of two global brands – Fiat and International Federation of Association Football – in Brazilian demonstrations in conjunction with the 2014 World Cup. The purpose of this paper is to extend the brand cultural resonance construct and highlights its...

Purpose – The purpose of this paper is to examine the influence of volume and valence of online movie ratings on consumers’ risk perceptions and purchase intentions, as well as the moderating impact of cultural values, in four emerging Asian markets. Design/methodology/approach – Using a...

Purpose – International brands are expanding their business into emerging markets seeking new consumers for their products. Multiple research studies suggest that there are two key differentiators between developed and emerging markets that managers must take into account. These are that...

Purpose The purpose of this paper is to examine the different relationship that brand love, compared with brand attitude, has with actual brand performance in a cross-national and cross-category context. Design/methodology/approach An empirical study was conducted in the USA, Russia and...

Purpose – The purpose of this paper is to shed light on the discussion of cross-cultural research, in particular the use of dimensions of national culture, for international marketing. Design/methodology/approach – Discuss definitions of values and culture, analyze cultural models as to...

Purpose Multinational corporations (MNCs) that want to compete in markets worldwide should not underestimate the influences of religion on consumer demand. Almost one quarter of the world’s population is Muslim so it is important for MNCs to get into the Muslim mind set when operating in...

This study aims at identifying the most critical factors affecting the customer switching behavior for mobile service providers in Jordan. A number of 580 questionnaires distributed to a random sample of Jordanian mobile users. The questionnaire contains 33 items measured on a five‐point...