Purpose – This paper seeks to explore factors that can help generate a bigger ripple for
diffusive Word‐of‐Mouth (WOM) in an online environment. Specifically, the paper aims to …

This paper tests the impact of guanxi on behaviors among firms in a Chinese marketing
channel. Guanxi is operationalized in this paper as emotional closeness and interactive state. …

In this research we investigate whether antecedent factors of participant trust and institutional
trust significantly influence members' trust belief towards virtual communities. Further, we …

Purpose – Globalization and outsourcing have decoupled country of origin into the country of
origin of manufacture (COM) and the country of origin of the brand (COB). This study seeks …

Purpose – The purpose of this study is to investigate how the interplay of valences (positive
or negative) between review texts and ratings affects consumers' reactions to the reviews …

Purpose – It is common for companies to sponsor sports teams. The aim of this paper is to
examine experimentally the impact of two team attributes (team performance and the …

Purpose – To investigate the impact of situational factors on mall shoppers' buying decisions.
Design/methodology/approach – Based on Belk's framework on situational factors in a …

Online newsgroups are still largely uncharted waters for marketers. Our goal for this study is
to assess the marketing communication value of Internet newsgroups. Our basic proposition …

Purpose Consumers are becoming increasingly socially conscious when making their
purchasing decisions, which in turn is providing an incentive for firms to integrate social …

Ethically cultivating business relationships in China is an art, fraught with cultural meaning,
and Western marketers need practical recommendations to help them grasp the process of …