In recent years, impression management and the application of the metaphor of behaviour as drama have found their way into the marketing literature. While such creative perspectives concerning the marketing enterprise are generally welcome, little effort has been devoted to providing a specific...

Do consumers in countries that differ widely in cultural values and in economic development also differ in their resistance to innovations? And, if so, why? Addressing these questions will help international marketing managers formulate an appropriate strategy for a successful product...

Purpose – This study aims to examine the changes in expectations and attitudes toward a brand over time. Furthermore, since consumers are able to change their previous judgments with information provided by a firm or dealer, the study seeks to examine moderator effects of such new information...

Americans who travel internationally are often shocked to discover retail outlets closed during weekend and evening hours in cities such as Paris, Rome and Berlin. Based on the implicit assumption that demand clearly exists, retailers at various locations throughout the globe have increased...

Even though service marketers are interested in influencing customer choice at the service provider level (i.e. the service brand level), the decision to patronize a particular service firm seldom occurs until after the customer decides to use a service provider in the first place. Ultimately,...