In the era of globalization, due to the prevalent cultural exchange between countries, inflows
of foreign cultural products can enrich local culture by hybridizing local and global culture …

Electronic commerce has shown exponential growth over the past decade, but the impact of
COVID-19 has exceeded all expectations. Based on the theory of planned behavior, this …

Purpose This paper aims to examine how health consciousness, perceived nutrition of
cereals, hedonic eating values and utilitarian eating values would influence consumers' …

Purpose This study aimed to investigate the influence of brand-targeted animosity on
consumers' boycott intentions for target fashion products via their cognitive and affective …

Numerous studies have identified that ethnocentric consumers prefer buying products
produced nationally rather than products from overseas. Nevertheless, this study has been …

Purpose This study aims to determine the antecedents that influence attitudes towards the
use of environmentally friendly household appliance products and consumers' green …

Purpose The market for counterfeit goods worldwide has continued to grow significantly over
the years, attracting the curiosity of researchers in the marketing field. This study aimed to …

Purpose According to construal level theory, close (versus far) psychological distance is
associated with low (versus high) construal level. Despite the evidence for discount frame …

Purpose The economy of China has developed rapidly, and its international status has
quickly risen in the past 30 years. China is shifting from a major exporter into a major …

Across the globe, xenocentrism has emerged as a critical concept for understanding the
behavior of consumers towards the purchase of local and foreign products. In line with this …