Despite a large body of research, country-of-origin effects are still poorly understood.
Combining the strengths of a narrative review with those of a quantitative meta-analysis, our …

Reviews and discusses the role of national culture in international marketing research.
Special emphasis is given to national cultural frameworks. The two main national cultural …

People are increasingly purchasing (eg, food, clothes) and consuming (eg, movies, courses)
online where, traditionally, the sensory interaction has mostly been limited to visual, and to a …

This paper examines the antecedents of branding co-creation that include social networking
sites'(SNSs) participation motivations, customer participation, brand trust and brand loyalty …

Voice assistants have emerged as a new form of technology that can identify human speech
and respond accordingly via synthesized voices and this family of technologies has helped …

Purpose There is growing interest among marketers in advertising and promoting their
brands by adopting an online celebrity endorsement strategy. However, how online …

ABSTRACT E-retailers are embracing new digital marketing strategies to provide more
authentic information to their customers. This research examines the impact of live video …

This study develops a research model for analyzing customers' perceived value of wearable
devices. It investigates the impact of each component of perceived benefit and risk on the …

In this article we chart the evolution of corporate brand management from an organization-
centric view based on control to one rooted in a participative cocreated perspective where …

Artificial intelligence-enabled conversational user interfaces, commonly known as voice
assistants, are increasingly being used by individuals in their day-to-day lives to fulfill …