Purpose The purpose of this paper is to explore the indirect effect of smartphone-brand tribalism on the need for achievement. Design/methodology/approach Using survey data from 272 South Korean respondents, path analysis is used to evaluate the hypotheses. Findings Only the sense of community...

Purpose The purpose of this paper is to explore and replicate the indirect effect of smartphone brand tribalism on purchase intent via brand pride and brand attitude. Design/methodology/approach Using survey data from 190 US (Study 1) and 432 Qatari (Study 2) smartphone consumers, path analysis...

Purpose The relationship between internationalization efforts of businesses and resulting performance has long been debated in the international marketing literature. Specially, under the environmental uncertainty, perception and experience of managers are important for internationalization...

Purpose: Existing literature reveals a general lack of research on business-to-business (B2B) ecommerce showcasing how managers’ affect plays a role in enhancing their attitude toward the businesses they work with. The purpose of this study is to fill that void by ascertaining whether...