This article aims to respond to recent demands for more in-depth study on how consumers use brand-associated images to shape their attitudes to buying. A multi-attribute design is used to analyze how certain variables among buyers (ethnocentrism and similarity) are related to brand images (country and product) in the formation of attitudes within an international context. This research is based on a sample of 215 international experts from 31 countries whose responses were analyzed with structural equation modeling. The results obtained have implications for academics, government officials and directors of international marketing. Among the contributions made by the present study is its attempt to clarify the existing literature regarding the causes and effects of brand images and, as well, the measures it develops to make certain key variables (as indicated in the literature) operationa...

Trademark dilution is, in a general sense, a reduction in brand equity due to the unauthorized use of the trademark by third parties (junior brands). Although there are two types of dilution, blurring and tarnishment, existing academic empirical evidence only relates to blurring cases, showing its damage to some variables related to brand associations in consumers’ minds. Literature also shows the moderating role of the similarity between junior brands, but this evidence is not complete unless presumable tarnishment cases are analyzed. This paper compares the effect of two types of junior brands over strength of associations and brand equity of famous trademarks. An experimental approach was applied with a sample of 372 undergraduate students, users of two famous convenience brands. Junior brands use identical or similar famous brand names in different product categories, offering a co...

With this first systematic review of specific literature about diaspora marketing, it was found that this emerging literature focuses mainly on opportunities related to trade, tourism, and the acculturation between countries with different languages in only one host country. This research contributes towards a greater understanding of diaspora buying behavior using the Construal Level Theory, specifically with regard to the purchase of nostalgic products and services in the broader international context of five host countries: Colombia, Peru, Chile, Ecuador, and Panama. Another contribution is the use of e-WOM metrics derived from advertising posts on Instagram. The results show that diaspora consumers in host countries that have higher levels of individualism, less masculinity, and are further geographically from their homeland seek to consume greater amounts of nostalgic products.