A content analysis of 99 articles focuses on the comparative cross-cultural marketing
research in 14 leading marketing and business journals from 1990 to 2008. The content …

Purpose The purpose of this paper is to investigate the impact of social media marketing
activities on brand loyalty, value consciousness and brand consciousness …

Young consumers’ insights on brand equity: Effects of brand association, brand loyalty, brand
awareness, and brand image | Emerald Insight Books and journals Case studies Expert …

Despite growing evidence about differences in the attitudes and behaviors of consumers in
emerging and developed markets, there is little research on the differences in country of …

While not much attention has been paid in the international literature to the consumption of
premium food products with enhanced quality properties in Central‐Eastern European …

Although the relationship between materialism and name‐brand consumption has been
documented in literature, its relational mechanism is not well addressed. It can hardly …

This study examines the influence of demographic (eg gender and generational cohort) and
psychographic (eg fashion fanship, attitudes and impulse buying) drivers on frequency and …

The use of the customer equity framework as a focal marketing strategy to increase customer
loyalty has emerged as an important topic. Despite a growing number of investigations …

UK Generation Y male fashion consciousness | Emerald Insight Books and journals Case
studies Expert Briefings Open Access Publish with us Advanced search UK Generation Y male …

This article compares consumer decision‐making styles between Singaporeans and
Australians. Utilising Hofstede's framework, the paper argues that cultural dimensions …