This study investigates the effect of the interplay between a multi-channel retailer's offline and online brand images on consumers' online perceived risk and online loyalty within the framework of a theory of cognitive dissonance. A sample of 671 female college students participated in an...

Culturally relevant products, services, and communications play a crucial role in the success of ethnic targeted marketing. Employing a bi-dimensional approach, two studies examine how cultural relevance of product attributes interacts with acculturation level, and situational and contextual...

Retail innovation impacts the entire marketing channel, from manufacturers to retail employees, franchisors to international distributors, and Internet marketers to final consumers. Increased global expansion, a re-emphasis on relationship building, and the explosive growth of e-commerce have...

This cross-cultural study examines the effects of individual characteristics (i.e., consumers' need for uniqueness and self-monitoring) and brand-associated variables (i.e., social-function attitudes toward luxury brands and affective attitude) on U.S. and Chinese consumers' purchase intention...