Purpose – The purpose of this paper is to examine country perceptions in China from the point of view of the personality concept. Design/methodology/approach – A country personality scale developed in a Western country was adapted to the Chinese social context and used to position 11...

This paper reports the results of an experimental study where four characteristics of premium‐based sales promotions were manipulated in the context of a computer purchase: the attractiveness of the premium, the extent to which it fits the product category, the reception delay of the premium,...

Purpose – The objective of this article is to explore the general idea that there is a limit to the extent to which consumers make goodwill assumptions when sponsorship is used in combination with advertising. Design/methodology/approach – An experiment was conducted where the number of...

Purpose – The purpose of this paper is to assess the effectiveness of field sponsorship through sponsor recall and recognition across two environments that differ on the degree of felt presence they trigger among viewers: on-site and television. A series of research hypotheses concerning the...

This paper presents the results of a survey of 187 male consumers in Morocco. In this study, country‐of‐origin information was manipulated along three dimensions: country of design, country of assembly and country of materials origin. Consumer judgments of the quality and purchase value of...

This article presents the results of a survey of 250 Canadian male consumers. In this study consumer judgements of products made in both highly and newly industrializing countries were obtained in a multi‐attribute and multidimensional context. The results show that younger and less affluent...

Purpose – The purpose of this paper is to examine factors that explain cross-national differences in country-of-origin consumer perceptions. Design/methodology/approach – This is a study using a drop-off and pick-up survey among male responders. The final sample size comprised 202 consumers...

Purpose – The purpose of this study is to examine the impact of two different extension strategies, namely brand extension and co‐branding, on consumer attitude toward an extension in the context of the arts. Design/methodology/approach – An experiment was conducted in which the type of...