Student loyalty is a critical measure in the success of higher education institutions that aim
at retaining students until graduation and then attracting them back. This study examines the …

Culture is the principal explanation of consumer behavior disparities across countries, and
so research on the impact of globalization on culture is essential. Comparing Chileans and …

This research applies the personality metaphor to examine the US brand personality in China.
Results indicate that the US brand personality is a multidimensional construct composed …

Purpose This paper aims to critique human personality as a theory underpinning brand
personality and to propose instead a theory from human perception, and by doing so, to identify …

The avoidance of TV advertising categories often include either mechanical (eg, switching
channels) or behavioral (eg, talking to someone). Previous research seeking to explain …

Store brands play an important role in retail strategy and understanding store brand purchase
behavior is a critical issue for marketers and researchers alike. This paper contributes to …

Consumer ethnocentrism has been studied extensively in international marketing in the
context of one's country of residence. This paper investigates for the first time the notion of “dual …

Purpose The purpose of this paper is to test the cross-cultural validity of the Technology
Readiness Index (TRI) (Parasuraman, 2000) and explore how demographics and attitudinal …

Purpose – The overall aim of the present study is to advance research by drawing from this
body of work and applying the brand personality construct, which has so far been considered …

The main objective of this study is to identify the determinants of organic wine purchase and
understand their effect in order to illustrate what influences whether Canadian consumers …