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The Effect Of Word-Of-Mouth On The Purchase Of Genuine And Counterfelt Luxury Brands : The Roles Of Attitude Functions, Wei Wang
Theses & Dissertations
This research aims to investigate the effect of word-of-mouth (WOM) on the purchase of genuine and counterfeit luxury brands with a focus on the roles of attitude functions, product type, valence of WOM, and brand popularity. It consists of two experimental studies. Study 1 examines the effect of WOM on the purchase of luxury brands and attempts to investigate the mediating role of attitude functions in the relationship between WOM and purchase intentions for luxury brands, with regard to different product types and valence of WOM. Study 2 compares the effects of WOM communications with traditional advertising on the purchase …
The Internationalization Of Emerging Market Multinationals : Effects Of Host And Home Country Institutional Facotrs, Yuanyuan Zhang
The Internationalization Of Emerging Market Multinationals : Effects Of Host And Home Country Institutional Facotrs, Yuanyuan Zhang
Theses & Dissertations
As we all know, economic globalization and internationalization have sparked off countless studies and arguments in the past years. Some of the conventional theories about the internationalization of firms, however, are repeatedly challenged when they are applied to the less developed countries. The internationalization of firms from less developed countries has been a topic of growing interest in the international business and economics literature. In our study, we consider the influence of institutions from both the host and home country on entry modes of Chinese firms expanding overseas. Based on a sample of 314 China’s MNCs, the results support our …