Purpose – This study aims to investigate dimensions related to the gender role and identity perceptions of adolescent girls in Hong Kong. It also aims to develop a typology based on the dimensions and to examine its ability to predict brand relationship variables. Design/methodology/approach...

Purpose Despite the well-established impact of consumer ethnocentrism (CET) on purchase intentions, extant literature offers limited evidence on actual purchase behaviour. The purpose of this paper is to address the gap by investigating the factors underlying variations in CET behaviour using...

Purpose – The purpose of this paper is to propose a conceptual framework – the 4V model – for better understanding how global brands create firm value. Organized around the global brand value chain, the 4V model includes four sets of value-creating activities: first, valued brands; second,...

Purpose – The purpose of the paper is to study the impact of perceived brand globalness (PBG) on consumers' purchase intention (PI) and the mediating role of perceived brand quality (PBQ) and perceived brand prestige (PBP) in this relation, among consumers in emergent markets. The paper also...

Researches into the field of goods logistics and distribution have constantly held the attention of specialists, practitioners, marketers, as well as of the scientific and professional investigations. Although the basic notions regarding this field of goods exchange are conceptualized and...

Purpose – The purpose of this study is to explore the country of production (COP) image, trust and quality perceptions of Turkish consumers for well-known global brands that are produced in China. Design/methodology/approach – Using the mall-intercept survey method from the 17 largest cities...

Purpose – Market researchers often treat Asian consumers as a single entity and compare them with their Western counterparts. The purpose of this paper is to compare and contrast consumers in two Asian countries, Thailand and Turkey. Since global and local brands co‐exist in many regions of...

Purpose – The purpose of this paper is to provide an empirical assessment of the degree to which global firms have penetrated markets in emerging countries in the new millennium. The focus is on the “big four” emerging countries of Brazil, Russia, India, and China (BRIC), and the study...

Purpose The purpose of this paper is to provide a unique overview of business-to-business (B2B) companies engagement with and strategic approach to use of social media in brand building. This research complements the much more extensive knowledge base regarding social media use in...