International Marketing Review: Volume 28 Issue 4

The importance of trust vis‐à‐vis reliance in business relationships: some international findings

Zhizhong Jiang, Stephan C. Henneberg, Peter Naudé

The purpose of this paper is to investigate the levels of trust and reliance in different international business markets. The paper aims to obtain empirical evidence regarding the…

Network intermediaries in the internationalisation of new firms in peripheral regions

Colm O'Gorman, Natasha Evers

This paper aims to draw on the network perspective of firm internationalisation to study how an intermediary network actor, such as an export promotion organisation (EPO), can…

Reciprocal transfer effects for brand extensions of global or local origin: evidence from Norway

Nina M. Iversen, Leif E. Hem

Consumers' evaluations of brand extensions have gained considerable attention in the marketing literature. The purpose of this study is to investigate how a brand's perceived…

The effect of culture on the context of ad pictures and ad persuasion : The role of context‐dependent and context‐independent thinking

Beichen Liang, Rodney C. Runyan, Wei Fu

The purpose of this study is to examine whether the context of ad pictures differs between Chinese ads and US ads and whether it can influence consumers' ad attitudes.

Why is so little marketing research on Latin America published in high quality journals and what can we do about it? : Lessons from a Delphi study of authors who have succeeded

Fernando Fastoso, Jeryl Whitelock

First, this paper aims to uncover how much marketing research based on data gathered in Latin America has been published in high quality business and marketing academic journals…