Purpose: This paper aims to examine the effect of intercultural accommodation efforts on service quality perceptions among ethnic minority consumers. Specifically, the paper postulates that during an intercultural service encounter, the impact of the service provider’s language and ethnicity...

Purpose: The purpose of this paper is to extend the research paradigm focusing on behaviorally-based first-mover advantages (FMA) by applying the widely-accepted Theory of Reasoned Action (TRA) and offers insights into differences between a mature market (USA) and an emerging market (EM)...

Purpose: The purpose of this paper is to investigate how visual aesthetic referents used in branding can help foster a transnational imagined community (TIC). The authors use brands embedded with Middle Eastern visual aesthetics as a research context. As such, the study aims to examine how...

Purpose: Understanding negative customer engagement is important as it is argued that negative information has a stronger impact on a customer’s brand perception and purchase decision than that of positive information. Hence, this paper aims to propose new determinants of negatively valenced...

Purpose – The purpose of this paper is to explore the common meaning of vernacular usage of “cool” in terms of the related concepts consumers use to describe the term, using the symbolic interactionist perspective. Design/methodology/approach – Using literature review, we first analyse...