Purpose: The recent rise of economic nationalism intensifies consumers' patriotic attitudes toward goods or services and thus encourages enterprises to build patriotic brand images. Nevertheless, few studies have discussed how a patriotic brand image is developed. The purpose of this study aims...

Given that no all new mobile telecommunications technology are accepted by the mass market, this study aims to understand the mass adoption of third-generation (3G) mobile phones that is hypothesized to comprise three consumer perceptions: new technology, new service, and new handset. Based on...

Purpose: Although trading stamps were popular in the USA and are still popular in some countries, few studies have investigated why customers are willing to participate in the promotional campaign despite the inconvenience of accumulating and storing stamps. The purpose of this paper is to...

Purpose: Although consumers’ tendency to support domestic companies by buying local products is growing, few studies discuss the corporate branding for domestic brands. This study aims to help domestic brands develop corporate branding strategies by examining the effects of corporate image of...