Despite 40 years of debate on international marketing strategy standardization vs
adaptation, extant empirical research is too fragmented to yield clear insights. Based on an …

Despite extensive research into the standardization versus adaptation of marketing
programs, processes, and strategies, findings regarding its impact on performance remain …

Purpose Due to the internationalization that has occurred during the past few decades, the
living conditions of people around the island of Taiwan have gradually changed, especially …

Purpose The study of the antecedents to loyalty is of great interest to both academics and
professionals in the context of fashion consumption. The purpose of this paper is to define a …

University brand (UniBrand) is a recent concept, and its theoretical modelling is still
somewhat inadequate. This paper examines how perceived service quality affects UniBrand …

In this study, the authors examine the emergence of brand positioning strategies in
advertising that parallel the growth of the global marketplace. A new construct, global …

In offering fresh insights on the country-of-origin effect literature, this article provides
evidence to suggest that cognitive country image (CI) is not necessarily consistent with …

Color is an integral part of products, services, packaging, logos, and other collateral and can
be an effective means of creating and sustaining brand and corporate images in customers' …

This paper presents evidence that international animosity and consumer ethnocentrism are
distinct constructs that play different roles depending on the set of products available to …

A manager's perception of industry structure (dynamism) has the potential to impact various
organizational strategies and behaviors. This may be particularly so with regard to …