Purpose – The purpose of this paper is to guide marketing managers in their efforts to decrease consumer demand for counterfeits of their products by examining the consumer beliefs and attitudes that have been found to support consumer complicity across multiple products, in virtual and...

Purpose – This paper aims to examine the effect of framing price promotion on consumers' purchase intentions. Retailers typically use the term “save” to present their price deal offers. However, prospect theory predicts that people will be more willing to waive the gain of a certain amount...

Purpose – This paper aims to investigate the effect of anxiety on information search during food choice and to test a key moderator of the effect of anxiety on search, namely attitude towards nutritional claims. Design/methodology/approach – By means of qualitative study the paper...

Purpose – The purpose of this article is to assist US apparel firms to successfully market in China. It aims to accurately predict Chinese consumers' purchase intentions toward a US brand. For this purpose, it proposes a composite model incorporating two behavioral intention models, Lee's...

Purpose – Country‐of‐origin (COO) effects are concerned with buyers' opinions regarding the relative qualities of goods and services produced in various countries. It is the aim of this study to test a framework for investigating the match/mismatch between consumers' product category and...

Purpose – Most consumers can buy products from various countries, including their own. Some prefer local products; others prefer the superior quality, price, or image of foreign products. This study aims to investigate the strength of these preferences and their effects on consumers'...

Purpose – Given the increasing number of older individuals, exploration of age differences in attitudes toward and participation in electronic commerce is critical. This paper aims to address this issue. Design/methodology/approach – Data were collected on three age groups: 18 to 25, 50 to...