...Wanping Zeng; Eunmi Kim Purpose This study investigates the underlying mechanism through which perceived local iconness increases customers’ purchase intentions for culturally mixed products. Design/methodology/approach It utilizes an online survey with purposive sampling to gather data...

...Chunyan Nie; Xing Zhao Purpose Rapid globalization has continually promoted integration between different cultures. This study attempts to examine responses toward culture mixing based on spatial metaphor theory. Specifically, it focuses on power relationships to explore the impact of space image...