Purpose: The purpose of this paper is to demonstrate cause-related marketing (CRM) promotions as a brand-oriented international market entry strategy that can leverage an unfamiliar brand in a new international market. One of the challenges CRM promotions face is skepticism toward the campaign...

Purpose – This paper aims to explore not only the utilitarian but also the hedonic persuasive effects of promotional techniques like 99-ending prices and the influence of consumers’ decision style when evaluating these appeals. Evidence suggests that retailers use 99-ending prices as a...

Purpose – This paper seeks to propose Albert Hirschman's theory of “exit, voice and loyalty” as a complementary conceptual framework to Hofstede's cultural dimensions and use them in conjunction to compare consumer satisfaction with services across cultures. Design/methodology/approach –...