Purpose: Synthesizing the unique Confucian cultural values and the common characteristics of emerging markets, the purpose of this paper is to examine how face drives consumers’ attitudes toward global consumer culture positioning (GCCP) as well as the moderating roles of social...

Recent years, textual semantic similarity measurements play an important role in Natural Language Processing. The semantic similarity between concepts or terms can be measured by various resources like corpora, ontologies, taxonomies, etc. With the development of deep learning, distributed...

Purpose: The purpose of this paper is to examine how incidental emotions interact with brand concepts that are represented as human values to influence consumers’ attitude toward brands. It also explores the effect of construal level on such interactional effect. Design/methodology/approach:...