Purpose By reviewing Iranian cultural values, this paper aims to identify Iranian cultural values that underlie consumers’ buying behaviours. Design/methodology/approach The study is an exploratory research; data are analysed through both exploratory and confirmatory factors analyses. Findings...

Relationships and characteristics that influence consumers' purchase decision between store brand and manufacturer brand product offerings have emerged as an interesting and practical area of research. From a management perspective, understanding the process by which consumers make purchase...

The current study focuses on a process the current researchers label intra-negotiation-which deals with resolution of an individual's potential conflict across facets of oneself-and its influence on two distinctly different kinds of consumption (one favouring consumption, the other reducing the...