Reviews and discusses the role of national culture in international marketing research.
Special emphasis is given to national cultural frameworks. The two main national cultural …

Extensive research has investigated branding practices, processes, and consumers'
reactions to brands in a globalized world. In this review, the authors aim to organize and …

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 …

Companies are increasingly allocating more of their marketing spending to social media
programs. Yet there is little research about how social media use is associated with …

Brands regularly attempt to stimulate consumer engagement by posting messages on social
media platforms (eg, Facebook), but their messages are often ignored. How can managers …

We examined the relationships of the constructs in the UTAUT model to determine how they
are affected by culture. In our study, we used data from Korea and the US to examine two …

We examine entrepreneurs' economic, social, and environmental goals for value creation for
their new ventures. Drawing on ethics of care and theories of societal post-materialism, we …

Case Study Research: Theory, Methods and Practice looks at the research processes
involved in conducting methods including participant observation, fuzzy set social science …

A trusted resource for Consumer Behaviour theory and practice. Consumer Behaviour
explores how the examination and application of consumer behaviour is central to the …

Recent years have seen increasing interest in the consequences of culture for global
marketing and advertising. Many recent studies point at the necessity of adapting branding …