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...