This study empirically investigates the link between global companies' brand strength and consumers' actual purchase behaviors by considering online purchasability and the geographical area in the context of boycott campaigns. To test the hypotheses, we employed a hierarchical multiple...

Purpose: The purpose of this study is to investigate the conditions under which small independent retailers can improve their business performance by adopting a merchandising information orientation and strategically integrating into retailer buying groups. Design/methodology/approach: This...