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The declining participation of young American females in computing fields negatively impacts diversity in the computing‐related workforce. While computing in China is also dominated by men, career prospects are positively perceived by Chinese women. The purpose of this paper is to investigate both countries' female gender perceptions toward computing and two influencing psychological factors, computer anxiety and computer self‐efficacy (CSE). To better understand American females' perception toward computing, these factors are compared to those of Chinese women.

The paper tried to understand gender perception toward computing, which is believed to be one factor influencing female participation in computing. The paper examined 137 American female students and 145 Chinese female students. All students were non‐IT‐related business majors. The survey contained the following scales: gender typing scale, CSE scale, and computer anxiety rating scale. The paper used the model comparison technique in structural equation modeling to develop the proposed model demonstrating the relationship among the three psychological factors.

It is found that American females perceive that computing is for females, but Chinese females perceive that computing is for both males and females. Computer anxiety has a direct influence on gender perception toward computing for both groups. CSE, however, does not have a direct influence on gender perception toward computing for both groups. CSE also has a direct relationship with computer anxiety. The extent to which each factor influences other factors is different between both groups and this reveals interesting implications.

The authors believe that to properly encourage female participation in computing, it is important to emphasize two areas in education. In order to lower computer anxiety and increase CSE, educators need to promote basic computer skills and provide a fundamental knowledge of computers and information technologies. A more positive perception by females could be created through a stronger awareness of female roles in computing. Classroom discussions including more examples of positive female role models in computing is necessary. Female professionals need to support each other and encourage young females to pursue computing‐related education fields and careers.

There is an important need to understand the decline of American female participation in computing. Few researchers have investigated gender perception toward computing with computer anxiety and CSE. Furthermore, a model explaining the relationship of the three factors previously had not been presented. This paper not only investigated how computer anxiety and CSE influences gender perception toward computing, but also compared these results between American and Chinese females. A suggested guideline to improve gender perception of American females was developed.

Owing to the increasing market presence and financial success of retail brands, this study seeks to examine the comparative influence of manufacturer brands and retail brands on customers' purchase behaviors.

The survey was administered to 1,120 samples (of which 200 were returned), with data analyzed using structural equation modeling to test the study's hypotheses.

The study revealed that customers' loyalty to retail brand(s) has greater influence on their purchase behavior than manufacturer brand(s). It also revealed that attitude toward store brands directly influences one's propensity to switch to retail brands, and mediates relationships between loyalty to manufacturer/retail brands and one's propensity to switch to retail brand(s).

Only one type of retailer was employed in the study. The samples are individuals that have either purchased an item(s) from the retailer, or have at least visited one of their retail sites. The samples had relatively high disposable incomes.

The study found that retailers may need dissimilar marketing strategies for customers loyal to manufacturer brands and customers loyal to retail brands.

The study provides new and empirical insight into the ongoing debate of the comparative importance of manufacturer and retail brands.

This paper seeks to develop and test a model that enables examination of the cross‐cultural comparative influence of the meets expectations versus feeling state perspectives of consumer satisfaction for a product or brand.

New measures were developed for the meets expectations and feeling state constructs, leading to a survey that was administered to Chinese and Americans. The data were analyzed using structural equation modeling in order to test hypotheses that were developed from the extant literature.

The study found that meets expectations and feeling state are two distinct separate constructs with Americans and Chinese, and that their influence on future purchase intent differs between cultures, and between brands.

Only two brands were used in the study. The survey was completed with university students in the USA and China versus a broader range of age groups. The dissimilar nuances of English and Chinese may lead to different understandings of the measurement items.

This study provides a foundation for future cross‐cultural consumer research, and provides empirical insights into the ongoing standardization versus localization marketing strategy debate.

This study is a benchmark comparative cross‐cultural consumer satisfaction study with vastly disparate American and Chinese consumers.

The purpose of this paper is to build the marketing discipline's body of knowledge by conducting a study that builds upon an exploratory study that examines whether manufacturer brand(s) or retail brand(s) have greater influence on customers' brand purchase behaviors.

The study was administered to 112 samples (of which 87 were returned and usable), with data analyzed using structural equation modeling to test hypotheses.

This study revealed that customers' loyalty to retail brand(s) has a greater influence on their brand purchase behavior than manufacturers' brand(s).

Only one retailer and a limited range of two grocery products was employed. The respondents had purchased the items from the retailer.

The study found that retailers may need to use dissimilar marketing strategies for customers loyal to manufacturer brands and those that are loyal to retail brands.

This study supports the generalizability of the exploratory study.

The purpose of this paper is to test a model that examines whether the “meets expectations” and “affective feeling state” perspectives of satisfaction are distinct constructs in a cross‐product group setting with products that have disparate levels of consumer involvement, and to test whether the constructs' influence on (re)purchase behavior are (dis)similar across product groups.

New measures were developed for a survey that was administered to mid‐Western US respondents. Structural equation modeling was used to analyze the data and test hypotheses that were developed from extant literature.

The study's findings suggest there is external validity that meets expectations and affective feeling state are two distinct constructs, and that while each construct's influence on (re)purchase behavior varies across product groups, the comparative influence differs from what is suggested in extant literature.

Only three brands, each of which is relatively affordable were used in the study and the survey was completed with university students and with respondents from a broad range of age and socio‐economic backgrounds.

This study provides a foundation for future cross‐product group research, and reveals marketers' need to develop strategies with dual goals of meeting consumers' expectations, and developing positive consumer affective feelings.

This study is a benchmark comparative cross‐product group consumer satisfaction study.

This paper aims to test whether an antecedent/consequence brand equity model developed with Americans holds up with Chinese, and to examine whether brand equity's functional (utilitarian) and experiential (emotive) facets have (dis)similar significance in a cross‐cultural setting.

The survey was administered to US and Chinese samples, with data analyzed using structural equation modeling to test hypotheses developed from literatures.

The study found evidence that the model does hold up in a cross‐cultural setting, and that some of brand equity's functional and experiential antecedents and components have dissimilar significance with the two sample groups.

Only one brand was employed; the survey was completed with volunteer US and Chinese university students vs a broader range of age groups; and the dissimilar nuances of the English and Chinese languages may lead to divergent understandings of the measures.

The study provides a foundation for future cross‐cultural brand equity research and sheds empirical insight that, contrary to social sciences literatures' suggestions, the similar significance of brand equity and its antecedents are such that firms may benefit from employing standardized marketing strategies in cross‐cultural settings.

The study is a benchmark comparative cross‐cultural brand equity study with the vastly disparate US and Chinese consumers.