Purpose The purpose of this paper is to explore the antecedents of product evaluations and behavioural intentions regarding fast-food restaurants. Research tests the moderating effects of tradition on selected relationships in Croatia and Serbia. Further, it tests consumer willingness to use services in domestic and foreign fast-food restaurants. Design/methodology/approach Samples were collected from 332 and 362 respondents from Croatia and Serbia, respectively. The validity of the model was tested with confirmatory factor analysis, and structural equation modelling was used to determine main and interaction effects. Findings For both foreign and domestic fast-food restaurants, variety seeking and cosmopolitanism had a positive impact on consumer evaluations and behavioural intentions, while the desire for unique products had a negative impact. Personal innovativeness had a positive impact on evaluations and intentions regarding foreign restaurants but a negative impact for domestic restaurants. A moderating effect of tradition was more present in the Serbian sample. Originality/value This study is the first to use the theory of planned behaviour and theory of social identity to investigate the impact of variety seeking, desire for unique products, cosmopolitanism and personal innovativeness on consumption in fast-food restaurants in two emerging countries in the country of origin context. Furthermore, it also provides information for researchers and marketers on fast-food consumption antecedents in different countries. New insights are provided for the moderating role of tradition.

The main objective of this research is an analysis of the impact that consumer travel and the presence of global brands in the media have on the attitudes and intentions which consumers have regarding the purchase of these brands. In order to analyse previously mentioned relationships between the variables, an empirical study was conducted as well as statistical analysis of the obtained data. Tes ting of hypotheses and relationships between variables was performed using structural equation modelling (SEM). The research results indicate that consumer travel and media activities of global companies have a positive and statistically significant impact on attitudes which consumers have regarding the purchase of global brands, and that attitudes have a very strong and positive impact on consumers' intentions regarding future purchases of global brands. In addition, it has been found that female consumers, younger and middle-aged consumers, as well as consumers with higher levels of education are more prone to form intentions regarding the purchase of global brands. The study contributes to the existing scientific literature in the field of international marketing and brand management, since there are a certain number of papers in the field of global branding in the foreign scientific literature, while in the domestic scientific literature the mentioned area is relatively unexplored.

The main goal of this research is to determine whether there is an impact of country - of -origin image on consumer loyalty to products originating from countries with positive and recognizable image and whether this impact is achieved through characteristics such as product quality and design, and attractiveness related to using the same. To examine this impact, an empirical study was conducted on a sample of 150 respondents and analysis of collected data was performed in SPSS 20. The results show that information about country of -origin image is important to consumers and has an impact on their behavior related to buying foreign product. More precisely, results show that country - of -origin image affects consumers when they choose products based on their quality and design and attractiveness that consumers feel when using these products, and also that through these characteristics country - of -origin image has effects on consumer loyalty. In accordance with the obtained results, conclusion is that it is extremely desirable for companies and governments to take into account the image that their country enjoys on the world market.

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Сажетак: Oснoвни циљ oвoг истрaживaњa jeсте утврђивaњe фaктoрa кojи утичу нa стaвoвe и нaмeрe кoрисникa у пoглeду упoтрeбe интeрнeт бaнкaрствa. Кoнцeптуaлни мoдeл кojи je кoришћeн у истрaживaњу прeдстaвљa мoдификoвaни мoдeл прихвaтaњa тeхнoлoгиje oд стрaнe кoрисникa (TAM). Кoнкрeтнo, у истрaживaњу су aнaлизирaни утицajи пeрципирaнe кoриснoсти, пeрципирaнe лaкoћe кoришћeњa, пoвeрeњa и сигурнoсти и привaтнoсти нa стaвoвe пoтрoшaчa прeмa интeрнeт бaнкaрству, a зaтим и утицaj стaвoвa нa нaмeрe у пoнaшaњу пoтрoшaчa. Рeзултaти истрaживaњa укaзуjу на то дa пeрципирaнa кoриснoст, пeрципирaнa лaкoћa кoришћeњa и сигурнoст и привaтнoст имajу пoзитивaн и стaтистички знaчajaн утицaj нa стaвoвe пoтрoшaчa, дoк пoвeрeњe нeмa стaтистички знaчajaн утицaj. Осим тoгa, рeзултaти укaзуjу на то дa пoзитивни стaвoви пoтрoшaчa прeмa интeрнeт бaнкaрству имajу jaк пoзитивaн утицaj нa нaмeрe пoтрoшaчa сa aспeктa будућeг пoнaшaњa. Нaвeдeни рeзултaти прeдстaвљajу дoпринoс пoстojeћoj нaучнoj литeрaтури, aли тaкoђe мoгу бити oд вeликoг знaчaja зa мeнaџмeнт бaнaкa, пoгoтoвo сa aспeктa рaзумeвaњa пoтрeбa пoтeнциjaлних кoрисникa и пoвeћaњa брoja кoрисникa oвих услугa. Кључне речи: интeрнeт бaнкaрствo, TAM, пeрципирaнa кoриснoст, пeрципирaнa лaкoћa кoришћeњa, пoвeрeњe, сигурнoст и привaтнoст