The booming live streaming business has increased the number of consumer options for purchase channels, which had a significant impact on firm sales models and management practices. This paper considers multiechelon supply chain in an upstream supplier can sell products through online platform channel, choose to sign reselling agreement or agency selling with supplier. By constructing Stackelbe...

Consumer purchasing decisions relating to foreign products are influenced by economic, psychological and sociological factors. This study attempts to relate such rarely studied variables as animosity and ethnocentrism to concepts taken from consumer behavior which are brand image and purchase intention. Consequently, this study attempts to provide insights into how brand image, consumer ethnoce...