Retailers need to examine consumer behavior in and out the store in order to take effective marketing decisions. Regarding the consumer behavior out the store, the interactions of consumers with the
This research examines the shifts in consumers’ propensity to purchase domestic versus foreign goods before and during an economic crisis. Five potential consumer ethnocentricity models are
Extant research provides scant insight into the cross-national effectiveness of marketing communication aimed at engaging consumers and into the moderating role of national characteristics. We assess
Fierce global competition urges the requirement for companies to excel. As an effective strategic rationale, the customer value (CV) concept has been considered by researchers and practitioners
Marketing research usually focuses on the well-being of companies achieved by serving customer needs. This research takes a different view: it focuses on the well-being of consumers, specifically