Using an experimental design setting, this study investigates how global firms can make use of warranty strategies to influence consumers’ evaluations of hybrid products that are designed in one country and manufactured in another. The results confirm that consumers tend to perceive lower...

Identifies consumer market segments existing among Turkish consumers by using lifestyle patterns and ethnocentrism. Data for the study were collected through personal interviews in Istanbul. Survey findings indicate that there are several lifestyle dimensions apparent among the Turkish consumers...

Investigates the relationship between consumer ethnocentrism and consumer attitudes toward foreign manufactured products in product categories in which domestic alternatives are not available. Such decision situations (i.e. product choice in categories with no domestic alternative) are common...

An experimental design is used to examine the effect of products’ country‐of‐origin on first‐mover advantage. Specifically, focuses on the effects of favorable/unfavorable country‐of‐origin on first‐mover advantage, as well as its effects with regard to “early followers” and...

Purpose – This paper seeks to explore the relationship between global brands and the emotional connections between consumers and the brand. Design/methodology/approach – The paper integrates concepts including a range of recently published (1995‐2006) theoretical works in the branding,...