International Marketing Review: Volume 40 Issue 6

Perceived brand localness of foreign brands and its impacts on brand trust and purchase intentions in developing countries in Asia: a social identity theory perspective

C. Min Han, Hyojin Nam, Danielle Swanepoel

The study draws primarily on social identity theory and conceptualizes perceived brand localness (PBL) as a signal of in-group membership to local consumers and investigates how…

The influence of self-construal on consumer responses to sizing discrepancy

Hyeyoon Jung, Peter Magnusson, Yi Peng

This study examines how consumers' self-construal moderates consumers' buying behavior in situations requiring consumers to buy larger-than-expected clothing sizes. The authors…

Political ties in emerging markets: a systematic review and research agenda

Ahmed Adel Tantawy, Joseph Amankwah-Amoah, Pushyarag Puthusserry

This paper identifies the development of and gaps in knowledge in various management disciplines, including international marketing in relation to political ties in emerging…

A comparative study on the strategic roles of service customer equity and innovation protection on firm performance

Arifin Angriawan, Ramendra Thakur, David Baker

The purpose of this study is to understand the strategic roles of service customer equity (SCE) and innovation protection on firm performance (FP).

Utilising machine learning to investigate actor engagement in the sharing economy from a cross-cultural perspective

Mojtaba Barari, Mitchell Ross, Sara Thaichon, Jiraporn Surachartkumtonkun

Recent literature on customer engagement has introduced the concept of “actor engagement,” which serves as the foundation for this study. The study aims to investigate the…

Understanding consumers' upward blame attribution, revenge and reconciliation toward multinational versus domestic brand scandals

Shaofeng Yuan, Jinping Li, Ying Gao

This study investigated a new attributional phenomenon in a brand scandal setting in which consumers tend to blame the top management of a brand, even though it was the frontline…

How does cultural tightness-looseness affect attitudes toward a local vs foreign brand transgression?

Jiaye Ge, Myung-Soo Jo, Emine Sarigollu

This study aims to examine how cultural tightness at the national level and individual level influences consumer attitudes toward a brand's wrongdoing depending on the brand's…

How does self-congruity foster customer engagement with global brands? Examining the roles of psychological ownership and global connectedness

Debashree Roy Bhattacharjee, Abhisek Kuanr, Neeru Malhotra, Debasis Pradhan, Tapas Ranjan Moharana

Drawing on the self-congruity theory and customer engagement literature, this research accounts for the influence of the three dimensions of customer self-congruity on customer…

Negative and positive contamination in secondhand fashion consumption: does culture matter?

Naeun Lauren Kim, Byoungho Ellie Jin, Terry Haekyung Kim

Despite the growing popularity of online secondhand platforms globally, there is a lack of studies exploring how consumers worldwide perceive contamination and the use of…