Purpose Little is known about Indonesian consumers' acceptance of global brands despite
their huge retail market potential. Drawing from Festinger's (1957) cognitive dissonance …

Purpose This study aims to investigate how consumers respond to global brands adapting to
local elements. Specifically, this study identified three factors (ie, cultural compatibility …

The objective of this study is to examine Indian consumers' global identity, ethnocentrism
and animosity between India and China–two countries that have a diverse economic …

The authors examine if need for cognition predisposes consumers to take positions
concerning economic nationalism and the role cosmopolitanism might play in the process …

Despite the importance of non-price sales promotions in new-product introductions, little is
known about the impact of their characteristics in different time periods and the role of …

Küreselleşmeyle birlikte tüketim kalıplarının gün geçtikçe birbirine benzemesi gıda
sektöründe yer alan işletmelerin dış pazarlara daha çok açılmasını teşvik etmiştir. Türkiye'de …

In an environment of intense change, where the boundaries of marketing are expanding day
by day, trust and loyalty towards brands affect the success of brands. There may be …

Sales promotion is an important component of the marketing mix and is used by marketers to
communicate the company brand and products with their target consumers. Hospitality …

[연구목적] 본 연구는 기업이 추구하는 가치를 유형화 (경영가치, 환경혁신가치, 사회가치,
지역가치) 하고 이러한 가치가 고객의 신뢰와 태도 및 옹호행동을 매개하여 제품의 구매의도에 …

Objetivo: A presente investigação pretende desenvolver o conceito de Country Branding e o
seu efeito sobre as decisões dos consumidores. Deste modo, o objetivo principal desta …