Purpose – To effectively target and reach consumers on the worldwide web, companies need to determine what level of web site adaptation is necessary. Explores how cultural differences affect adaptation of web content by B2C e‐commerce firms. Design/methodology/approach – This study uses a...

Purpose – The primary purpose of this paper is to illustrate a new methodology for gaining actionable, strategic insight into a brand's associations and its competitive uniqueness vis‐à‐vis key competitors. Design/methodology/approach – The authors integrate free association protocols,...

Purpose The purpose of this research is to understand how brand-building is used to lend credibility to investor information and to differentiate countries competing for foreign investment. Brand signals, such as slogans and logos, are frequently used by governments and their investment...