Purpose The aim of this study is to understand how digital platforms and context-specific
characteristics of China–such as swift guanxi–affect opportunities for small and medium …

Purpose The study draws primarily on social identity theory and conceptualizes perceived
brand localness (PBL) as a signal of in-group membership to local consumers and …

Purpose This study links ethnic identity and global identity with perceptions of brand
globalness (BG) and brand local iconness (BLI) regarding home country brands. Identity …

Purpose Given that Chinese brands and products are widespread in the global market, this
paper aims to examine the effect of Chinese brand origin salience (vs not) on brand …

The purpose of this research is to test the moderating role of perceived brand globalness
(PBG) on consumer unfavourable attitudes and buying intention towards brands associated …

Food or culinary tourism has become a field of interest for scholars, and food tourism is
considered a vital part of tourism research. The study aims to understand how value creation …

Purpose Taking the lens of a cue diagnosticity framework and affective primacy theory, this
study aims to examine the relative effects of cognitive and affective country image on …

Purpose This study investigated a new attributional phenomenon in a brand scandal setting
in which consumers tend to blame the top management of a brand, even though it was the …

Purpose This study aims to investigate whether brand positioning strategies influence
individuals' conformity in product choices and identifies the mediator and boundary …

Purpose This study aims to investigate the role of interpersonal influence on consumer
purchase decisions regarding foreign products, specifically by exploring consumers' social …