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  • Influence
Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries
This study tested whether, among consumers in developing countries, brands perceived as having a nonlocal country of origin, especially from the West, are attitudinally preferred to brands seen as
Measuring the hedonic and utilitarian sources of consumer attitudes
It has been suggested theoretically that consumer attitudes have distinct hedonic and utilitarian components, and that product categories differ in the extent to which their overall attitudes are
How perceived brand globalness creates brand value
In today's multinational marketplace, it is increasingly important to understand why some consumers prefer global brands to local brands. We delineate three pathways through which perceived brand
Brand Love
Using a grounded theory approach, the authors investigate the nature and consequences of brand love. Arguing that research on brand love needs to be built on an understanding of how consumers
Brand Positioning through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture
In this study, the authors examine the emergence of brand positioning strategies in advertising that parallel the growth of the global marketplace. A new construct, global consumer culture
Assessing the Role of Emotions as Mediators of Consumer Responses to Advertising
This article pursues the emerging interest in emotional aspects of consumer behavior, advocates a broadened view of consumption-related emotions, and focuses on the role of emotions in mediating the
Consumer-level factors moderating the success of private label brands
Abstract We examine how different determinants of perceived risk help explain variations in purchasing preferences for national brands versus private label (store) brands (PLBs), across twelve
Consumer attitudes toward marketplace globalization: Structure, antecedents and consequences
Abstract This study examines relationships between a new measure of consumer attitudes toward consumption alternatives resulting from market globalization, several attitudinal antecedents
Affective Responses Mediating Acceptance of Advertising
This article argues that affective responses (ARs) should supplement the cognitive responses more often studied in communication research. ARs are not evaluative responses to an advertisement, but
Integrating Marketing Communications: New Findings, New Lessons, and New Ideas
With an enhanced understanding of the consumer decision journey and how consumers process communications, the authors outline a comprehensive framework featuring two models designed to improve the effectiveness and efficiency of integrated marketing communication programs: a “bottom-up” communications matching model and a top-down communications optimization model.