The dominant approach used in brand extension research has focused on the role of fit in the extension evaluation process. The overemphasis on fit has resulted in research designs that involve singular evaluation of the extension without consideration of how competing brands in the target...

Purpose – The purpose of this paper is to propose and test a longitudinal country‐people image effect model involving a significant negative international incident between countries; study how such a model changes over time; and study the extent of image recovery in terms of how the offending...

This article reports on a study of Hungarian consumer attitudes towards foreign and domestic products and their origin countries. Factor analysis of the findings indicates some consistency in the way consumers structure their assessment of foreign origins. The structure differs somewhat when...

Purpose – The purpose of this paper is to examine the direct and interaction effects of brand name (BN) of wine and country‐of‐origin (COO) on perceptions of the personality image of the wine, expected price, and willingness to engage with the wine. Design/methodology/approach – A field...