The current research is concerned with identifying and testing the role of three main
predictors: consumer involvement, consumer participation, and self-expressive brand on the …

Despite a notable interest by scientific community to examine globalness/localness
perceptions of a brand, there is absence of a review which offers a comprehensive …

Masstige marketing is a strategic word for market penetration for premium but reachable
products based on brand equity, trying to develop brand awareness, likability, affection and …

Purpose–The purpose of this paper is to understand the nature of the inter-relationships
among brand equity dimensions in the fast fashion context. Design/methodology/approach …

Purpose This paper aims to move beyond previous investigations juxtaposing the
performance of global versus domestic brands, where domestic is referred to as “localness” …

Purpose South Africa is the leading market for luxury goods in Africa–a fact evident from the
statistics on luxury retail and the expanding footprint of international and local luxury brands …

Purpose Despite the growing number of cashierless stores, few studies have examined the
factors that influence the success of such stores. This paper aims to identify the influence of …

Purpose Prior research studying the mechanisms by which brand reputation influences
consumer behaviors has largely relied on respondent measures of brand reputation …

This study examined the effects of global symbolic-value orientation, subjective knowledge
and attitude on positive electronic word of mouth (eWOM) towards local brands in the …

Purpose–The purpose of this paper is to investigate how the globalization (vs localization) of
different cues (advertising copy, brand name, spokesperson, brand logo) influences …