Despite the increasing attention Global Marketing Strategy (GMS) is receiving in the academic literature, researchers have paid relatively little attention to whether markets can be segmented cross-nationally. Drawing on GMS theory, this study predicts the existence of stable cross-market...

The article describes the production of a 10-year plan for the automation of the Canadian Patent Office. Starting in 1986 the plan alloted 2 years to an operational planning stage, which determined the feasibility of patent automation and planned its implementation. The plan includes four phases...

This research predicts that luxury versus non-luxury self-display enhances status and produces advantages in human social interactions. Across three experiments, findings support the following conclusions. First, luxury versus non-luxury brand logos associate positively with displayer wealth and...

Fashion social platforms are Web 2.0 platforms that allow users to share experience and knowledge related to fashion through active participation and allow the fashion industry to rapidly utilize this information. As an important factor in the competitiveness of the industry ecosystem, the role...

Previous studies have shown that retail price promotion change consumers' purchase behavior and that retailers use price promotion more frequently. Keeping constant the benefits received by consumers, there are several ways for retailers to communicate a price promotion. For example, retailers...

Today's consumers tend to focus on uniqueness and on personal and intangible values when making purchase decisions. Thus, companies undertake such innovative strategies as brand collaborations, especially in the fashion industry where brands collaborate with artists, celebrities or other brands...

The present study aims to understand the process through which sports event tourism experiences mediate event attitude and, consequently, the brand equity of sportswear sponsors. First, the results of the study show that of the four experiential components of sports event tourism (i.e., "sense",...

Using visual narrative art, this study looks into the images of cinema costumes and investigates how the fashion and styles in the movie reflect both the main characters' psychological changes and their identity-forming processes. This study analyzes the transformative effect of fashion (movie...