The effect of consumer participation in online social networking activities on their susceptibility to influence is investigated in a context of restaurant consumption. This research identified a positive relationship between consumers engagement in social networking sites (SNS) on their susceptibility to global consumption influence, which is a multidimensional factor consisting of conformity to trend, social prestige, and quality perception. Furthermore, consumer engagement in SNS and susceptibility to global consumption influence positively affect social influence on SNS. That is, consumers with higher participation in SNS are more prone to global consumer convergence and peer influence on SNS. As implications for tourism and hospitality businesses, strategies to manage consumer-to-consumer communication on social media are suggested

This study examines how consumers from two different cultures react to the luxury brand retailer co-branding strategy. A 2 (Familiarity: Familiar vs. Unfamiliar) £ 2 (Product Fit: Fit vs. Unfit) £ 2 (Brand Fit: Fit vs. Unfit) £ 2 (Country: U.S. vs. Indonesia) between-subjects design was conducted. The results show that co-branding with retailers is not a good strategy for luxury brands in Indonesia, which is characterized by a high level of collectivism. However, consumers in the U.S., which is characterized by a low level of collectivism, demonstrate a positive attitude change toward the luxury brand when they are not familiar with the luxury brand or when the luxury brand collaborates with a high-end retailer. This study provides some valuable insights for luxury brands regarding their expansion strategy into foreign countries. One contribution is that we demonstrate that cross-cultural theories on brand extension and co-branding literature might not be applied to luxury brands. We find that Hofstede's power distance and individualism/collectivism dimensions could be used to explain the discrepancy. We also provide valuable insights for co-branding strategy for luxury brands.

No abstract

No abstract

No abstract