There is growing interest among researchers working in the areas of product-country image effects, and more generally international consumer behaviour, in the potential relationship between consumers’ familiarity with, and evaluation of, products from various countries. We use data from a...

The dominant approach used in brand extension research has focused on the role of fit in the extension evaluation process. The overemphasis on fit has resulted in research designs that involve singular evaluation of the extension without consideration of how competing brands in the target...

Of the two co-authors of this article, the first has led a long-term research program and participated in a large number of additional studies on these issues, involving numerous co-researchers in various countries, and the second is a newer lead member of the team that is working on the next...

Purpose: The aim of the research is to identify whether product country image influences consumption patterns and purchase decisions of Romanian consumers, as well as to identify stereotypes regarding foreign products. Furthermore, the study aims to provide clear evidence regarding Romanian...