Despite considerable research, empirical results on the relationship between partitioned
country-of-origin (COO) and consumer behavior remain inconclusive and conflicting. This …

Across four lab experiments and a field study, we find that brands are evaluated more
favorably when the brand is positioned in a manner that is congruent with the brand's home …

Scholarly research regarding origins of products and brands is deep-rooted within
international marketing, with an extraordinary following as evidenced by the large body of …

International crises often influence consumers to reject offerings associated with a hostile
country. While research has shown that negative emotions mediate the influence of …

Five theoretical approaches can predict favoritism toward domestic and foreign brands. This
article applies a contrastive perspective to examine social identity, personal identity, cultural …

Consumer services literature offers substantial evidence that ethnocentric consumers tend to
prefer domestic over foreign products. Yet no research to date has delved into the question …

We are pleased to present the completely revised 2nd edition of our textbook “Identity-Based
Brand Management”. This textbook provides students and practitioners with an up-to-date …

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 …

Once the preserve of the elite, many luxury brands are now targeting the rapidly rising global
middle classes. This “democratization of luxury,” understood as the perceived reduction in …

While prior research suggests that family firms are risk-averse with regards to
internationalization, Hennart et al.(J Int Bus Stud, 2017) show that family firms selling high …