Hofstede's (1980 and 2001) renowned five-dimensional measure of cultural values is the
overwhelmingly dominant metric of culture. His measure has been used as a contextual …

Little systematic research has been done to develop a scale to measure consumer-based
brand equity. The authors report the results of a multistep study to develop and validate a …

The research examined the effect of three groups of variables on purchase intention of
luxury fashion designer brands and their corresponding counterfeits: past behavior (past …

This study explores the relationships between selected marketing mix elements and the
creation of brand equity. The authors propose a conceptual framework in which marketing …

Service quality has been conceptualized as the difference between perceived service
performance and expected service level. The authors study the effect of consumers' cultural …

As Internet shopping gradually moves from a novelty to a routine way of shopping, the quality
of the Internet sites will play an important role in differentiating sites. Internet shopping sites …

Current approaches to retail productivity measurement have long been controversial
because of difficulties in identifying the level of retail services. Data Envelopment Analysis, an …

A great challenge in the global environment lies in consumers' reluctance to buy imports
rather than domestic products. Recently, research has begun to explore the link between …

The purpose of this study is to explore the cross‐cultural generalizability of Yoo et al.’s brand
equity creation process model. A two‐step approach is introduced and used to test the …

This study investigates the relationships between marketing education and individual cultural
valuesand college stu dents’ marketing ethics. Using Vitell, Rallapalli, and Singhapakdi’…