Purpose The purpose of this research is to investigate the millennial consumers' purchasing
behavior of fashion clothing brands in the spectrum of brand awareness, brand schematicity …

Purpose–The purpose of this paper is to provide a new perspective by conceptualising
country of origin (COO) from a management perspective, identifying the impact different …

Purpose–The purpose of this paper is to examine the role of ethnocentrism in attenuating
the negative country of origin effect and latecomer brands. The literature has established the …

With a focus on small religion-based businesses in Indonesia, this research examines
whether marketing innovativeness, customers responsiveness and competitors' …

Purpose This study aims to test the central role of the perceived reputation of country-of-
origin (COO) firms between cultural and socio-psychological variables and management …

Purpose The present study compared Indian consumers' attitude (AT) toward and purchase
intention (PI) from Western apparel brands, as a function of their Western acculturation (WA) …

Purpose Both foreign and local companies frequently name their brands in foreign language
on the market of developing countries, and some of them choose to disclose the brands' …

Purpose The purpose of this paper is to investigate the role of actual and ideal congruity in
predicting the repurchase intentions of young women in relation to inconspicuous fashion …

Purpose Luxury brands' marketing efforts have traditionally focussed on developed nations
since that has comprised the majority of consumer demand. However, double-digit growth in …

Limited‐edition advertising on a limited quantity available to be sold (limited quantity
scarcity) is used to increase product value, thereby enticing consumers. This type of limited …