Purpose – This study explores US brands' web site standardisation in terms of the extent of standardisation and the content applied across European markets. The conceptual framework was created on the basis of four basic functions of web site content, i.e. transaction, communication,...

Purpose – The purpose of this study is to examine American multinational corporations' (MNC's) web site standardization in Poland and the Czech Republic. The theoretical framework was adopted from global marketing strategy (GMS) theory, which focuses on three primary strategies: strategy to...

Purpose: With the popularity of social media platforms, firms have now tangible means not only to reach out to their stakeholders, but also to closely monitor those interactions. Yet, there are limited methodological advances on how to measure a firm’s stakeholder networks, and the level of...

Purpose: An unconscious concern regarding one’s inevitable death, known as mortality salience, may affect consumers’ brand choices in the aftermath of disastrous events, such as earthquakes. The purpose of this paper is to examine the role of self-identification with global consumer culture...

This study addresses what factors influence and moderate Japanese physicians' mobile health monitoring (MHM) adoption for diabetic patients. In light of the multilevel sequential check theory, the study tests whether novelty seeking, self-efficacy, and compatibility moderate the effects of...

This study sheds light on quick response (QR) code loyalty promotion in terms of gender. Based on self-construal and gender scheme theories, we posit that the level of both involvement and social anxiety plays a crucial role in the gender effects of loyalty formation for promoted services. A...

Purpose – This study attempts to identify the brand personality dimensions that American firms intend to create in the mind of online consumers by using “forms of online communications” partially based on Ghose and Dou's earlier study. Design/methodology/approach – The operational...

Purpose – The purpose of this paper is to examine recent patterns and developments in the literature on cross‐cultural advertising research. Design/methodology/approach – Citation analysis was performed for cross‐cultural advertising articles published in major marketing and business...

Purpose – The primary aim of this article is to identify theoretical foundations that can be used in research on social media in the context of international advertising research. An additional objective is to identify future research directions for theory building in this research area....