Purpose – The purpose of this paper is to address the issue of the implementation of international advertising strategies by first introducing a framework of four options that multinational enterprises (MNEs) can use to implement such strategies and second by drawing on contingency theory to...

Purpose – First, this paper aims to uncover how much marketing research based on data gathered in Latin America has been published in high quality business and marketing academic journals over the past decade. Second, it seeks to present recommendations on best practice in conducting and...

Purpose – The purpose of this study is to investigate Chilean consumers’ online purchase behaviour with a specific focus on the influence of perceived risk and trust. Studies of this nature have been conducted quite extensively in developed countries and in cross‐cultural comparative...