The literature on consumer choice between global and local brands is focused on sales-based measures of brand globalness (BG). When managers need to establish an effective social media campaign to raise awareness of their brands’ activities on social media, the literature focus may not provide clear guidance on how such measures can be applied to social media. This research contributes to global brand research by combining the literature streams on consumer social media engagement and global branding marketing strategies. First, to provide a managerial tool for this task, the authors propose two novel measures, BG and country brand popularity (CBP), based on consumers’ brand activities on social media. Using these measures, the authors hypothesize that CBP is influenced by cultural, social, and economic factors, which is motivated by motivation–opportunity–ability theory. Using Facebook data covering the top 100 brands that operate across 50 countries in each of 51 industries, they show that CBP is influenced by BG and cultural, social, and economic characteristics.

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Loss aversion or an endowment-based explanation clearly predicts that subtractive option framing (i.e. deleting mode or starting from a full model) will have a stronger effect on choice than additive option framing (i.e. adding mode or starting from a base model). This research examines whether the differential effects of option framing (additive vs. subtractive) on choice vary depending on the importance of attributes that constitute the defaults. Furthermore, this research proposes that consumers' budget range and justification for choice serve to moderate the differential effects of option framing on choice. C 2012 Wiley Periodicals, Inc.

Purpose The purpose of this paper is to examine the effect of country of origin (COO) information as an important/salient categorical attribute on choice context effects. Specifically, this research examines whether the introduction of a unique COO in the choice set will have a differential influence on context effects depending on the relative position of the third option (the asymmetrically dominated option vs the extreme option). Design/methodology/approach Five experiments were conducted in this research. Study 1 had a 2 (set size: two-option core set vs three-option asymmetric dominance set)×2 (competitor’s COO: common vs unique) between-subjects design. Study 2 had a 2 (set size: two-option core set vs three-option extreme option set)×2 (competitor’s COO: common vs unique) between-subjects design. To address the robustness of the effects, Studies 3-5 replicated the results of Studies 1 and 2. The data were analyzed by χ2 tests and logistic regression analyses. Findings The current research demonstrates that the attraction effect is attenuated by the introduction of a unique COO information in the competing option, whereas the tendency to prefer a middle option is not significantly affected. Originality/value The present research adds to the current understanding and the practical relevance of COO effects and context effects in marketing by examining the impact of COO as an important/salient categorical attribute on context effects.

The purpose of this research is to examine the factors affecting consumer attitude within the context of green credit card services. Specifically, this research examines (1) the effect of individual characteristics (i.e., green knowledge, innovativeness) on attitude toward green credit card services; and (2) the mediating role of self-accountability and the moderating role of regulatory focus in the relationships. With a sample of 1000 green credit/debit card users, structural equation modelling and moderated mediation analyses were implemented to investigate the relationships involving green knowledge, innovativeness, self-accountability, regulatory focus, and attitude. The results indicate that (1) while the effect of green knowledge on attitude is not significant, innovativeness has a positive impact on attitude; (2) self-accountability mediates the relationship between (a) green knowledge and (b) innovativeness and attitude; and (3) regulatory focus moderates the relationship between self-accountability and attitude, such that the positive relationship is stronger for consumers with a prevention (vs. promotion) focus. Furthermore, moderated mediation was observed; that is, the mediation effects of self-accountability on the relationship between (a) green knowledge and (b) innovativeness and attitude are stronger for prevention- (vs. promotion-) focused consumers. The findings provide an important insight into how credit card companies approaching ESG issues can enhance their consumers’ attitude toward green credit card services.