Measuring and understanding brand image is crucial for both branding research and
practice. Empirical studies focusing on brand image reveal a large number of techniques for …

In a context of increasing competition and financial difficulties for higher education
institutions, alumni loyalty is a key factor for survival and success. This study tests a model …

Purpose The main growth of the luxury market comes from Generation Z. This study
addresses the research gap on the effects of adolescents' self-construal and contingencies …

Scholarly research regarding origins of products and brands is deep-rooted within
international marketing, with an extraordinary following as evidenced by the large body of …

Purpose Both Hungary and Germany belong to the old-world wine-producing countries and
have long winemaking traditions. This paper aims at exploring and comparing online …

Understanding how globalization affects consumers is a key concern of international
marketing research. Consumer culture theory (CCT) studies contribute to this stream of …

Drawing from negativity bias, fading affect bias, and ambivalence literature, we provide
evidence that consumer nostalgia acts as a countervailing force to consumer animosity in …

The purpose of this paper is to determine the use of research designs and analytical
techniques in the literature related to international marketing. To assess the methodological …

This study set out to uncover brand positioning configurations by presenting state-of-the-art
brand management literature and applying a novel, mixed-methods approach to examine …

Purpose An intention-behavior gap often occurs for socially responsible consumption, where
despite positive consumer attitudes, sales remain disappointing. This paper aims to test the …