Table of contents
Escaping the corner of death? An eye-tracking study of reading direction influence on attention and memory
Monica D. Hernandez, Yong Wang, Hong Sheng, Morris Kalliny, Michael MinorThe authors aim to examine the effect of location-driven logo placement on attention and memory on the web addressing differences between individuals that read unidirectionally…
Unethically keeping the change while demeaning the act
Lifeng Yang, Scott Vitell, Victoria D. BushIn this research, the authors aim to identify a situation when a consumer’s judgment of unethical behavior is not consistent with their intention to act ethically.
The effects of temperature cues on charitable donation
Dipankar Rai, Chien-Wei (Wilson) Lin, Chun-Ming YangThis paper aims to investigate how the perception of physical coldness (vs warmth) influences consumers to make charitable donations.
Effect of intergroup-based emotions on attitude towards cross-ethnic products
Adesegun Oyedele, Monica D. HernandezWhile researchers have argued that multicultural marketplaces are conceptually different from other types of marketplaces, the marketing literature has only recently begun to…
The evolving gift-giving practices of bicultural consumers
May Aung, Xiying Zhang, Lefa TengThe purpose of this study is to offer a better understanding of contemporary consumer behaviour. This study relates to the complex and value-laden phenomenon of “gift-giving” from…
Role of brand names and product types on bicultural consumers’ purchase intentions
Emi Moriuchi, Paul R. JacksonThe purpose of this study is to examine the role of brand names and product types on bicultural’s purchasing intention. In cross-cultural marketing, a current popular position…
Promoting or protecting my brand: the identity-expression and fear-of-imitation conflict
Veronica L. Thomas, Christina SaengerThe purpose of this paper is to examine the conflict between consumers’ need to spread word-of-mouth about brands to express identity and the motivation to protect identity-linked…
Influence of consumers’ brand expectations on apparel brands’ US-based sourcing strategy
Gargi BhaduriThis study aims to understand how consumers evaluate Made in USA messages that are congruent/incongruent to consumers’ prior expectations about the brand’s US-based sourcing…
ISSN:
0736-3761Online date, start – end:
1984Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditors:
- Neel Das
- Mujde Yuksel