Purpose Despite the growing interest by scholars, practitioners and public policymakers,
there are still divergent and fragmented conceptualizations of nation branding as the field is …

The research examines to what extent emotional place attachment is impacted by people's
feelings towards international companies associated with the place, and what mechanism …

We present a systematic and comprehensive review of the extant empirical literature on
exporter-importer business relationships during the period 1975–2017. The review covers …

Drawing from two strategic views of the firm—the capability-based view and performance-
feedback theory—this study examines the role of both marketing capabilities and current …

Building trust in buyer–seller relationships is a focal issue in relationship marketing.
However, there are mixed results concerning the performance outcomes of trust. Also, no …

Solo travel has grown as a significant segment in the tourism market, and outbound travel for
solo travel is also increasing. However, the phenomenon remains anecdotal and lacks …

Exporting research is an established facet of the field of international marketing. That stated,
the radical increase in recent export activity necessitates a sustained research effort devoted …

Despite the rapid growth of social media and the enthusiasm surrounding social media
advertising (SMA), scant theoretical and empirical knowledge exists on the cross-border …

Understanding how consumers use a product's country-of-origin (COO) cue is fundamental
to explaining their behavior in a globalized marketplace. While the study of COO is one of …

Marketing adaptation strategy has been characterized as a strategic imperative in markets
with protectionist and nationalist sentiments, which underscores the need to better …