Purpose:The paper aims to examine the moderating effect of "made-in" label, consumer`s socio-demographic characteristics and income on the relations between brand type in terms of the country-of-brand-origin (COBO) applied by emerging market company with purchase intentions of consumers from the European Union market. Design/Methodology/Approach: An experimental conjoint analysis and multilevel linear models were used, and covered random sample of 1012 Poles aged 18-65, and concerned durable goods (household appliances). Findings: "Made-in" label, consumer`s socio-demographic characteristics and income differentiate purchase intentions towards various brand types in terms of the COBO applied by emerging markets companies. Practical Implications: Indicated impact of socio-demoraphic characteristic and income as moderators of brand types in terms of COBO may be a basis for shaping international brands strategies for brand owners from emerging countries. Originality/Value: The major contribution of this study is a simultaneous examination of the "made-in" label, socio-demographic characteristics and income as moderators of the brand type in terms of the COBO applied by emerging market firms on consumer purchase intentions.

Purpose: While the multi-sided digital platforms (MSPs) enjoy increasing interest regarding their business models and internationalisation, little research has been done on the application of MSPs in firms` foreign expansion. Specifically, it is unclear how MSPs can support small and medium enterprises` (SMEs) international marketing. The aim of this paper is to identify models of MSPs application in the Internet-enabled international marketing of SMEs' fashion brands. Design/Methodology/Approach: As the research method a multiple-case study was used. Data were obtained from both in-depth interviews with managers of four Polish SMEsowners of fashion brands, whose products are sold in the foreign markets via MSPs, and secondary sources. Findings: Studied companies offer their products via international MSPs originating from foreign markets and home country. It may be initiated both by platform`s operators, brand owner and a foreign distributor. Responsible for the relations with MSPs and in control over international marketing via MSPs may be both brand owner and a foreign distributor. Practical Implications: Presented models of MSPs application in international marketing can be used as a basis for shaping marketing strategies in this area. Originality/Value: This paper contributes to the better understanding of SMEs` Internetenabled international marketing using MSPs.