The current study adds to the literature on the indirect effect of luxury brand perceived value on purchase intention via the brand attachment under the boundary conditions of consumer vanity. The authors employed a quantitative method approach, conducting an online survey with 508 respondents in Lithuania. Empirical research analysis reveals that the greater the perceived value of a luxury brand, the greater the consumer purchase intention. The latter is most strongly affected by the luxury brand perceived functional value. The study demonstrates that the greater the luxury brand perceived value among consumers, the greater their brand attachment, which in turn leads to a greater purchase intention. As there is a positive emotional relationship between a luxury brand and the consumer, the consumer’s purchase intention is also affected by the luxury brand perceived symbolic value, i.e., the capacity of the brand to communicate the consumer’s success, leadership, and power. Consumer vanity was not statistically significant to the nature of the relationship between luxury brand perceived value, brand attachment, and purchase intention. Luxury car marketers may benefit by focusing on the social and symbolic value of luxury car brand value in communication with brand-attached consumers in Lithuania.

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Organisations adhere to the templates of organising by adopting a coherent set of strategic priorities and organising practices with expectation of developing certain performance capabilities. The most prevalent templates of organising for manufacturing organisations are Lean and Agile templates. However, recent advances in digital technologies provide a fertile context for the emergence of new organisation templates. There is broad agreement that digital technologies facilitate the development of service innovations in manufacturing organisations. However, it is still not confirmed whether service-oriented templates are used with any degree of regularity among manufacturing firms. The clustering of the performance dimensions of service, cost, flexibility, and digitalisation of manufacturing organisations enables us to identify the following three types of organisations: Lean, Agile and Service-oriented performers. Our results show that adherence to a Lean template does not provide a competitive advantage regarding the cost performance dimension. Adherence to an Agile template provides a marginal competitive advantage regarding the flexibility performance dimension. Finally, adherence to a Service-oriented template provides a considerable competitive advantage regarding the service performance.

This study aims to investigate the role of consumer emotional intelligence in view of perceived value and behavioural intentions for online second-hand clothing renting or purchasing. Norstat and Amazon MTurk were used to collect data and administer an online survey among European respondents (N = 473) from the UK and LT. We found that emotional intelligence positively influences the perceived emotional, economic, green, social, and functional value of second-hand clothing transactions online. As hypothesised, we found that emotional, economic, and green perceived values of second-hand clothing transactions online mediate the relationship between emotional intelligence and behavioural intentions. Although emotional intelligence boosts perceived social and functional value, it does not translate into behavioural intentions. Our research utilises the construal level theory to propose novel explanations by looking into the nuanced relationship between emotional intelligence and the value consumers perceive from purchasing or renting second-hand clothing online and their respective behavioural intentions.

Most scientific studies concentrate on factors that impact the choice of a certain strategy, and they seek to identify forces that stimulate standardization or adaptation. But the validity of the choice of standardization or adaptation strategy is determined by its potential to improve company performance (Samie & Roth, 1992). Jain (1989) states that suitability of an international marketing strategy is confirmed by the strategy's influence on the company performance - economic and strategic benefit, received due to implementation of the chosen strategy.Although the factor of company's performance should be one of the most important ones when making the strategic decision of standardization/adaptation, according to scientists, this issue has been researched empirically the least, and results of performed research works are contradictory (Katsikeas, Samiee & Theodosiou, 2006). Therefore, the link between standardization/adaptation of international marketing strategy and company performance remain a topical object of the scientific research.The problem in this article is formulated with the help of the following ąuestion: is there any link between standardization/adaptation decisions of international marketing strategy and company performance?The aim of the article is to develop a theoretical model of the link between standardization/ adaptation decisions of international marketing strategy and company performance and to test it empirically. Seeking to realize the set task, research was performed using methods of systematic and comparative analysis of scientific literature. Empirical verification of the theoretical model was performed using the case analysis method.Identified internal organisational and external environmental factors, which limit standardization/ adaptation decisions of international marketing strategy, are presented in the article based on the analysis of scientific literature. Reviewing research of this subject, causality direction is analyzed and the link between standardization/adaptation decisions of international marketing strategy and company performance is substantiated. The performed analysis of scientific literature has shown that the link between standardization/ adaption and company performance is reciprocal and complicated; possibly it is influenced by other forces, such as Porter's (1980) generic strategies.Based on literature analysis a theoretical model of the link between standardization/adaptation decisions of international marketing strategy and company performance was composed. The model encompasses external and internal antecedent factors that condition the decision to standardize or adapt and outcomes of standardization/ adaption as well as the influence of the generic strategy on the standardization/ adaptation decisions of international marketing strategy and company performance. The model reveals that company performance may be not only the outcome of standardization/adaptation decisions, but also an antecedent of these decisions. The generic strategies have a direct and indirect (acting through the international marketing strategy) impact on company performance.Analysis of the case of LENZE Group revealed that applied standardization/ adaptation and cost leadership/differentiation strategies when they are adjusted do complement each other and their strategic goals are not confronting. This partially negates theoretical assumptions that adaptation is compatible with the differentiation strategy, and standardization is compatible with cost leadership strategy, and this reveals that other combinations of strategic decisions are also possible, conditioning the improvement of company performance.http://dx.doi.org/10.5755/j01.ee.22.1.223

Contradictory explanations of the relation between the psychic distance and export performance may have been conditioned by the ambiguous conceptualization of psychic distance. Greater familiarity determined by international experience implies an adequate evaluation. Therefore, it could be claimed that greater international experience should lead to a smaller gap between perceived psychic distance and actual differences between countries. Consequently, the authors of the article suppose that a meaningful explanation of the influence of psychic distance on export performance is possible only after the moderating effect of international experience has been estimated. The findings of moderated regression provide evidence of the export intensity moderating effect on the psychic distance and export performance (export sales growth, export sales volume) relationship.