The main challenge of multinational corporations is to balance local opportunity-seeking initiatives with global efficiency-oriented imperatives. Only if a subsidiary develops reliable local insights and a deep understanding of local customers can it effectively manage customers and contribute to the organization’s success. At the same time, MNCs desire…

In today’s global marketplace, a brand’s country of origin plays a significant role in shaping consumer perceptions. But what happens when consumers discover they have been wrong about where a brand actually comes from? Brand origin misperceptions occur when consumers mistakenly believe that…

Franchising – a business arrangement in which a firm (the franchisor) permits another firm (the franchisee) to use its brand name and business format to market goods and services – is big business. Today, the franchising industry contributes more than $2 trillion per year to the global economy and…

Corporate crises are extraordinary critical events in a company’s life that may lead to consumers’ physical and psychological harm, financial loss, or environmental damage. Today, corporate crises are omnipresent and often cause consumers’ to experience negative emotions and form intentions to retaliate against wrongdoing companies. However, not all wrongdoers are…

Many countries in Asia, the Middle East, and South America continue to experience substantial growth in terms of globalization and profound transformations of their consumer markets. Meanwhile, consumers in Western markets are increasingly critical of globalization and re-embrace local values. Against this background, companies must decide whether…

The globalization of markets has led many companies to restructure their brand portfolios, favoring fewer brands that offer global business potential. Despite considerable research advances regarding the potential outcomes of brand globalness, defining what “global” means continues to challenge efforts to study global brand effects…

In the 21st century, many firms compete on a global scale. To increase their overall efficiency and profitability, firms often consider standardizing their marketing programs and processes. To advance research on the performance consequences of marketing standardization, this study offers a systematic review of relevant literature…

The globalization of marketplaces has sparked strong academic interest in the factors that affect consumer attitudes, preferences, and behavior toward global brands. Researchers have put forward various constructs that allegedly play a role in forming consumers’ global brand preferences…

The country-of-origin (COO) effect is one of the most widely studied phenomena in international marketing and consumer behavior research. Although COO research is abundant, findings regarding the phenomenon of brand origin misclassification remain limited and inconclusive…

Have you ever found yourself excitedly discussing an upcoming movie months before its release? Or perhaps searching online for details about a highly anticipated product? If so, you have participated in what marketing researchers call “pre-release consumer buzz.”

To keep consumers curious and engaged, marketers often use teasers—short previews that hint at what’s coming next but don’t give everything away. But what happens when these teasers are intentionally left unfinished, cutting off mid-sentence? Do they pique curiosity or just frustrate the audience?

Sharing economy platforms like Airbnb, Uber, and TaskRabbit have transformed the way we access services, offering everything from rides to temporary accommodations at the click of a button. But in a crowded market, what keeps customers coming back to these platforms? Our research highlights a key factor: interactivity.

Many luxury brands use social media channels, such as Facebook, Instagram, or Twitter, to communicate with consumers worldwide. Existing research generally advocates for the use of social media activities for luxury brands but offers little advice on how to design effective brand communication in social media…

Environmental issues have never been so present in our everyday lives. This research contributes to the emerging literature on the mental health consequences of environmental degradation by investigating citizen-consumers’ representations of environmental issues by examining user-generated content in the form of internet memes…