Purpose This paper aims to highlight the importance of interdisciplinary services marketing research and identify basic prerequisites for inter-disciplinary work in the field of services marketing, and to offer directions to services marketing scholars regarding future interdisciplinary research...

Purpose: The purpose of this study is to systematically collate and scrutinize the state of the art on consumer cosmopolitanism (CCOS) from an international marketing perspective and to provide a foundation for future research on the subject matter to proliferate and prosper....

Purpose – The purpose of this paper is to contribute to the marketing literature by developing and testing a conceptual model to examine the effects of product placement across a country low in assertiveness and performance orientation (the UK) and a country high in assertiveness and...