Purpose – Set in the newly emerging hybrid product research stream, and reflecting trends towards multi‐national production and sourcing, this paper aims to present a three‐country study on perceived quality and image of automobiles “made in and for” Southeast Asia....

Purpose – This paper aims to use conjoint analysis to examine how Malaysian consumers make decisions regarding a consumer durable product – namely room air conditioners – under multi‐cue situations. Design/methodology/approach – This study first assesses the impact of a priori...

Purpose – Parents' exposure to children's brands appears rather limited; while brands sell at Christmas, there are extraordinary purchases of low‐cost toys and stocking filler fun toys. Maybe, toy brand purchases satisfy the child's request, rather than parents' value or quality preferences....

Purpose – By replicating two seminal studies on cause‐related marketing (CRM) campaigns, this paper aims to investigate the influence of gender and of donation size on consumer perception of firm behavior, consumer attitude to product, consumer goodwill toward the CRM campaign, consumer...

Purpose – The purpose of this paper is to examine factors affecting consumers' acceptance of mobile marketing in China. Design/methodology/approach – The authors draw on technology acceptance and uses and gratifications theories to develop a conceptual model of antecedent factors (including...

Purpose – The concept of face has been deeply embedded in Chinese culture. This paper aims to examine the role of face in service failure and recovery encounters, and to explore the factors that influence customer emotions, recovery satisfaction and behavioral intention based on a proposed...

Purpose – This paper aims to determine Chinese peasant consumers' decision‐making styles. Design/methodology/approach – The paper reflects on the psychological orientation and decision‐making styles of peasants' purchase of durable appliances. This has the dual character of purchase...

Purpose – Exploratory research was conducted in a well‐known Australian wine region to determine the differences in the behaviour dynamics and sensory preferences of consumer groups. The overall aim is to gain some insights into the product style preferences of consumers and what this means...

Purpose – The use of aggressive media campaigns to parody a competitor is a relatively recent development. The aim of this study is to gauge the consequences of parody on attitudes towards the brand that is the victim of the parody. Design/methodology/approach – The data collection was...