Does a brand benefit from being perceived as market leader or market pioneer? What happens when a brand is misperceived as market leader or market pioneer? This research presents an empirical design that tests if consumer awareness of market leadership and market pioneership has an impact on...

This study examines whether there are differences in consumers' shopping behavior and product prices in grocery stores due to cultural orientation. The study uses a field setting in Southern California, comparing samples of American and Chinese culture on two occasions, each five years apart....