This study investigated the relationship between entrepreneurial education and big-five
personality traits with entrepreneurial intention. Besides, it assessed how the attitude toward …

The effects of video storytelling advertising on consumers’ online reactions on Facebook: a
cross cultural study | Emerald Insight Books and journals Case studies Expert Briefings Open …

Ethnic consumers are an important market segment in both traditionally multicultural
countries and newer destinations of growing immigration waves. Such consumers may carry …

By integrating the Theory of Reasoned Action (TRA) and self-image congruence, this study
seeks to investigate elite consumers' purchase intentions towards products made in foreign …

This chapter investigates current issues and opportunities for fashion brands in emerging
markets. A systematic literature review conducted within the past decade (2010–2020) on …

Purpose The purpose of this paper is to conceptualize and test a new concept named
“Brand Origin RECall Accuracy”(BORECA) that assesses consumers' ability to recall …

This article examines the drivers of global brand purchase likelihood and delineates
theoretical and practical implications for marketers. A distinctive model is developed based …

Purpose This paper aims to explore how visual comprehensibility of a product can affect
innovation adoption among the bottom of the pyramid (BOP) consumers in Bangladesh …

Purpose Entrepreneurship is a vital source of job creation and a key driver in promoting
economic growth. The Malaysian government encourages higher educational institutions …

Purpose Religious tendencies have increased in post-Arab Spring countries, raising the
question of whether this geopolitical event has affected consumers' orientations towards …