The present study examined the causal structure of advertising effects on consumers' attitude toward foreign brands in an advertising situation. The objectives of the study were to investigate effects of various factors regarding advertising, country perceptions and product on brand attitude,...

The purpose of this dissertation was to explore differences in consumption behavior between consumers who experienced upgraded social status and consumers who did not experience such change. The study was designed to offer marketers information about changes in consumption behavior that occur...

This dissertation research examines consumer skepticism and the possible mitigating effect of credibility on consumers' behavior in the marketplace. Of particular interest to this research is the interaction between the credibility of a set of information and consumers' skepticism toward a...