Purpose – The purpose of this study is to explore the role of various superstitious beliefs in consumers' information processing and evaluation of brand logos. Design/methodology/approach – When consumers encounter a brand logo without actually experiencing the company's offerings,...

Purpose: This paper aims to empirically test a model of different facets of perceived value (economic, emotional, aesthetic and convenience) and social mindfulness (SM) as determinants of consumer satisfaction and repurchase intentions of mobile smart wristbands. Design/methodology/approach: A...

Purpose – The purpose of this paper is threefold. First, it aims to review East‐West writing system (cross‐script) differences and summarize previous work examining the cross‐script effect on consumer responses. Second, it aims to describe the implications for international marketing and...

Purpose While researchers have argued that multicultural marketplaces are conceptually different from other types of marketplaces, the marketing literature has only recently begun to develop multicultural perspective studies, and very little research has been done to examine intergroup...

Purpose The authors aim to examine the effect of location-driven logo placement on attention and memory on the web addressing differences between individuals that read unidirectionally (left-to-right [LTR]) versus bidirectionally (both right-to-left and LTR). Design/methodology/approach Using an...

Purpose – The purpose of this paper is to examine the factors contributing to positive attitudes toward advergames among later elementary school children in Mexico. Design/methodology/approach – Data collection was conducted via experiments in an elementary school computer lab followed by a...

Purpose – Previous work examining the effect of emotional responses (arousal) in the online context has addressed one type of emotional data, relying only on self‐reporting. This paper aims to investigate the effect of arousal on short‐term brand memory in the context of advergaming,...

This study examines the effects of the two dimensions of web aesthetics, aesthetic formality and aesthetic appeal, on consumers' perceived online service quality and satisfaction during service encounter. The findings showed that, between task-oriented and task-free consumers, the patterns of...