Purpose – The purpose of this paper is to examine how cultural differences affect the perception of a brand. Design/methodology/approach – A study was carried out in six countries among different involvement groups. The study uses Hofstede's cultural dimensions and Aaker's brand personality...

Purpose – The purpose of this paper is to explore how firms that do both sourcing and selling choose which countries to source from and to which countries to sell. It also looked at the role of competitive strategy, vertical integration, and foreign involvement in the decision‐making....