This study attempted to empirically test a debatable hypothesis that globalization entails homogenization in consumers’ mind and behavior. Using samples from two countries (USA, n = 120 and Korea, n = 128), this study explored a path model centered on consumers’ reluctance to purchase...

Out from an academic-practice collaboration, our study aims at a synergistic transition of strategy between channels to create a unified brand experience for customers. Analyzing a surveyed sample of 220 customers gained from the company collaborator’s CRM database, we seek to bridge the gap...

Purpose – This paper attempts to examine the relationship between consumer innovativeness and consumers' acceptance of brand extensions. Design/methodology/approach – This is a conceptual paper that builds upon the extant literature of consumer innovativeness and brand extensions. A number...