Purpose – This paper aims to report on a qualitative study that explores senior citizen consumers ' empowerment through social engagement in third places and their subsequent loyalty to third places. Design/methodology/approach – Data were collected via a qualitative research design from...

Examines the determinants of International Joint Venture marketing performance in Thailand. Uses the results from a survey of 1047 Thai‐foreign IJVs in Thailand from firms that were mainly engaged in agriculture, metal working, electrical and chemical industries. Applies exploratory factor...

This study examines consumer brand associations, focusing on the differences between association held for western brands and eastern brands by young Singaporeans under the country‐of‐origin umbrella. The study also examines consumer ethnocentric tendencies (CET), finding very low levels of...

The connections between political parties, the electorate (individual voters) and society at large, that may be achieved through applying marketing is an important area in need of research. Understanding such connections is vitally important for effective and efficient use of marketing in...