Bicultural bilingual individuals have incorporated two cultures within themselves and speak the languages of those cultures. When cued by a particular language, these individuals activate distinct sets of culture-specific concepts, or mental frames, which include aspects of their identities....

With the growth of worldwide e‐commerce, companies are increasingly targeting foreign online consumers. However, there is a dearth of evidence as to whether global consumers prefer to browse and buy from standardized global web sites or web sites adapted to their local cultures. This study...

Service recovery research remains conflicted in its understanding of consumers’ recovery expectations and of why similar goods or service failures may lead to different recovery expectations. The authors argue that this conflict results from the assumption that consumer recovery expectations...

J.-C. Spender’s award-winning, knowledge-based theory of the firm is based on four premises: (1) The firm can be sufficiently understood as a system of knowledge, (2) explicit and implicit knowing can be clearly dissociated, (3) organizations are conceived as cognizing entities, and (4)...

This research examines how consumers with a creative mind-set are persuaded by advertising claims construed at different levels (i.e., abstract vs. concrete ad claims). Across four experiments, we show that consumers with a creative mind-set are more persuaded by ad claims construed at a level...

Researchers within the business‐to‐business relationship literature have argued that the loyalty concept is only partially understood, and, consequently, call for an increased attention to identify the interaction needs of the customers as well as customers’ perception of the relationship....