Purpose: The present paper explores how advertisers use consumer culture positioning (CCP) strategies in advertising across countries and product categories. Design/methodology/approach: The study employs a content analysis approach to investigate usage of CCP strategies and symbols across...

Purpose: This study aims to examine the drivers and outcomes of the usage intention of branded mobile applications (apps), revealing findings of theoretical and practical relevance. First, it uncovers the specific technological features that underpin the perceived usefulness and ease of use of...