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Investigates the factors that affect how retailers in a border zone manage the elements of the retail trade mix with respect to foreign national consumers. Effects of competition from foreign retailers and currency devaluation on variables of the retail mix; Impact of devaluation perception on the retail competition from foreign retailers.

An increasing popularity of Chinese brands around the world suggests that Chinese brands are beginning to overcome unfavorable country-of-origin (COO) effects. However, whether the perception of the functional and/or the social value of Chinese brands has improved remains unclear. Based on the theory of reasoned action, this study develops a theoretical framework to explain how consumers' perceptions of functional and social attributes affect purchase intentions of Chinese brands. Survey data were collected from an individualistic (US) and a collectivistic (Mexico) country. Results show that perceptions of functional value antecede attitudes towards the brand while perceptions of social value antecede social norms. The effect of social norms on purchase intention is stronger in the US than in Mexico. Recommendations for managers of Chinese brands, and brands from other emerging markets, are provided. [ABSTRACT FROM AUTHOR]