The study investigates extreme response style (ERS) in cross‐cultural research. Through a four‐country application of the Greenleaf ERS measure, finds that ERS varies between cultures and across response formats. Evidence is also found that the acquiescence response style (ARS) varies...

Country‐of‐origin research has frequently found country markings to affect consumer product evaluations, providing country‐of‐origin markings a unique opportunity to become an evermore important element in the global strategic mix. However, marketing literature has been delinquent in...

Parallel importation, the selling of trademarked products through unauthorized distribution channels, can erode trademark image, strain channel relationships and disrupt global planning efforts. With the recent changes in federal court precedent and the landmark 1998 L’Anza Supreme Court...