Purpose – We perform an empirical analysis of the effects of global consumer culture positioning (GCCP) in TV advertisements on consumer's brand evaluations (perceived quality, perceived price, and brand prestige) and attitude toward brand. Also, we analyze the moderating roles of consumer...

Most of the principal theories associated with consumer behavior have been developed and tested in the United States. A question that has been posed by some consumer researchers concerns the applicability of these theories outside of the United States. The study reported in this paper is a...

Little has been reported on joint ventures between firms from newly industrialized countries and developing countries. This paper examines twelve characteristics of a sample of Korean firms with partners in developing countries (LDCs) and contrasts them with existing research where (a) developed...