Purpose – The purpose of this paper is to demonstrate the importance of territory of origin (TOO) associations for consumers’ perception of product authenticity and empirically tests the chain of effects, from TOO associations to perceived authenticity, and to consumers’ self-brand...

Purpose: Increasing consumer skepticism of corporate behavior has led companies to actively manage and advertise their corporate brands. However, it remains unclear how receptive consumers across different markets are to such efforts. The purpose of this paper is to demonstrate differences and...

Purpose: The purpose of this study is to examine how brand attachment is related to brand experience. The model tests the partial mediating role of brand trust and the moderating role of age and income. Design/methodology/approach: A total of 334 participants consuming brands with an...

Purpose: This paper aims to extend the understanding of how global brands can positively influence brand trust by introducing two new mediating variables – brand affect and brand innovativeness, and testing the moderating role of consumer ethnocentrism in these relationships....

Purpose: This paper aims to focus on brand oldness associations and their measurement. Research on brand age points to a variety of interpretations concerning perceived brand oldness and establishes the existence of multiple positive consequences such as brand credibility, trust or attachment....

Purpose – The purpose of the paper is to study the impact of perceived brand globalness (PBG) on consumers' purchase intention (PI) and the mediating role of perceived brand quality (PBQ) and perceived brand prestige (PBP) in this relation, among consumers in emergent markets. The paper also...

Purpose – The purpose of this paper is to investigate, in an emerging market, the simultaneous effects of country of design (COD), country of manufacture (COM), and brand image on consumers' perceptions of bi‐national products. A comprehensive model broadens country‐of‐origin literature...

Purpose – The purpose of this paper is to explore how brand origin (BO) cues affect the consumer’s association of a new brand with BO learning and the subsequent effects on brand image (BO semiotics). An integrative theoretical framework is proposed that includes both processes....

Purpose – The purpose of this paper is to propose and test a model of brand love that includes both its antecedents and its consequences. The model is rooted in a causal approach and features established consumer‐brand relationship constructs (brand identification, brand trust and brand...