Message matching refers to the design and distribution of persuasive messages such that
message features (eg, the themes emphasized) align with characteristics of the target …

Purpose The purpose of this paper is to review the literature on the country-of-origin (COO)
effect in the context of organic food and develop suggestions for further research in this area …

Brand love has been found to predict brand loyalty measures better than conventional
attitude models that rely on the brand's perceived quality. Hence, marketers are interested in …

This paper integrates country-of-origin and global/local branding literatures to investigate
how country-and brand-specific factors influence consumer preferences. Drawing from the …

This study examines the effect of social media sharing on tourism destination brand
awareness and destination natural and service quality and also examines the moderating …

Drawing on semi-structured in-depth interviews with Romanian immigrants in Ontario,
Canada, conducted between 2014 and 2018, this article explores how the experiences …

Consumers in Western markets are increasingly critical towards globalization and re-
embrace local values. Companies thus must decide whether to continue to pursue global …

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 …

Cities are facing increasingly fierce competition in today's tourism market. Although cities
can boost prospective visitors' travel intentions by adopting effective advertising strategies …

Despite extensive evidence that a brand's country-of-origin (COO) affects consumers' brand
evaluations and behavioral intentions, consumers are often reluctant to admit this influence …