Purpose This study aims to investigate consumer ethnocentrism and determine its impact on
actual purchasing behavior in relation to six product categories. It also examines the role of …

The purpose of this study is to have epistemological and systematic in-depth review about
'conjoint analysis', a multivariate data analysis technique. Moreover, an attempt is made to …

Purpose This study aims to examine and validate the role of electronic word of mouth
(eWOM), a mediating factor between the marketing mix elements (product, price, place and …

While the majority of studies exploring online customer reviews in the light of intercultural
comparisons draw on the theoretical framework of Hofstede's cultural dimensions, which …

Purpose This study aims to examine the antecedent factors (internal and external) that
influence intentions to buy over-the-counter (OTC) medicines in Jordan …

Purpose Brand positioning based on the brand's country of origin is at the centre of attention
in international marketing. It is evident that global brands constitute critical intangible assets …

Taking an emerging'green'perspective into consideration, the primary purpose of this
research paper is to examine the impact of green-labels used with routine product attributes …

Purpose This study aims to explain the factors associated with receiving a specific brand of
Covid-19 vaccine within the framework of the theory of reasoned action. The study extends …

Aim: The aim of this study is to investigate individuals' attitude towards the coronavirus
disease 2019 (COVID-19) vaccine, and explain vaccination intention in the framework of the …

Purpose The objective of the study is to identify both reasons for ignoring and for paying
attention to the country of origin (COO) by consumers when choosing brands of durable …