Despite the prominence of the competitive strategy perspective, it remains unclear whether
foreign firms entering China can still adopt a differentiation or low-cost position to achieve …

Field research and a laboratory study were conducted to empirically examine the effects of
brand relevance, connotation, and pronunciation on consumers' preferences for new brand …

Television advertising of socially sensitive products always seems to be controversial regardless
of where they are promoted. Products such as cigarettes and condoms and issues such …

The purpose of this study is to examine the capital budgeting strategies that are used by
foreign subsidiaries of US‐based multinational enterprises. While the results indicated a …

This study investigates the perceived effectiveness of comparative vs. non-comparative
advertising in low- and high-context communication cultures. Perceived effectiveness of the ad …

Marketers are taking notice of NASCAR's cultural impact and the impressive financial returns
to be garnered from investing in the sport. This work examines NASCAR fans and their sport…

As emerging economies experience unprecedented market and institutional changes,
where should firms focus their attention to address new marketing challenges: network-based …

The extant literature suggests that performance may be a function of the degree to which
market information is systematically collected, disseminated and responded to (ie market …

A practical approach is proposed to building brand equity via product quality. It identifies the
relevant marketing activities and determines the extent to which these activities contribute to …

This empirical study provides insight on how to advertise effectively in the modern advertising
industry of Taiwan, given the constraints faced by advertisers there. Based on the literature …