Purpose – We perform an empirical analysis of the effects of global consumer culture positioning (GCCP) in TV advertisements on consumer's brand evaluations (perceived quality, perceived price, and brand prestige) and attitude toward brand. Also, we analyze the moderating roles of consumer...

Intro -- Contents -- Preface -- Challenge and response: North American firms in East Asia -- Persistent adaptability as survival strategy for MNCs in emerging markets: The case of Nortel Networks in China -- Establishing a successful joint venture: Moore Business Forms in Japan -- Employee...