Purpose: Despite the growing consensus that consumers extensively use online reviews and that negative reviews can significantly damage brand equity, it remains uncertain whether negative online reviews that focus on different aspects of a service have a similar or differential effect on brand...

Purpose: This paper aims to investigate whether a message from a brand with stronger brand equity generates more trust than a message from a brand with lower brand equity, and thus is more likely to encourage consumers to write online reviews. This paper also explores what happens when...

This special issue reconceptualizes the meaning of cross-cultural research and challenges researchers to broaden their scope to include a variety of cultures, including virtual ethnicities. This introductory article provides commentary on the thirteen articles that follow in this special issue...

Purpose: Brand identities have a dual nature that appeals to the head (rational appeal) and to the heart (emotional appeal) of their consumers. Furthermore, consumers can process information in a predominately analytic or intuitive cognitive style (CS) manner. This study aims to analyze the...