Although segmentation decisions are critical for achieving differential advantage in an
increasingly competitive marketplace, the empirical investigation of how segmentation …

This research advances four propositions and a conceptual model of country and company
characteristics influencing key International Business Decisions (IBDs). The IBDs in this …

Substantially revised and updated, this book highlights how Hollywood has transformed
itself to attain ever global clout and reach and the material factors underlining Hollywood's …

The authors build a model of global brand attitude and purchase likelihood with a
nomological net comprised of constructs derived from three theoretical streams in consumer …

The Evolutionary Bases of Consumption by Gad Saad applies Darwinian principles in
understanding our consumption patterns and the products of popular culture that most …

Purpose–The purpose of this paper is to position multinational companies on a linear
continuum indicating their overall attitude towards standardisation/adaptation, examines the …

Purpose–The purpose of this paper is to provide an in‐depth examination of country‐of‐
origin (COO) perceptions of consumers in a multinational setting. It shows how explanatory …

In this paper, we analyze the market for organic products in eight European countries, based
on differences in their respective value systems. With a significant sample of 8014 …

Television Studies: The Basics is a lively introduction to the study of a powerful medium. It
examines the major theories and debates surrounding production and reception over the …

Fashion adoption is concerned with how consumers accept a prevailing style during a
particular time. Fashion is accepted by the consumers and influences their behavior in many …