International customer behaviour and retailing research

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New trends in consumer behavior, driven by international macro-environmental changes, are crucial for the internationalization strategies of global, multinational, and small to medium-sized enterprises (SMEs). At the 2nd CIRCLE conference hosted by the Institute of Entrepreneurship of the University of Applied Sciences Liechtenstein, young researchers presented findings across various topics and industries. Social developments indicate innovative retail roles, emphasizing cognitive, affective, and conative support for consumers managing their personal and social environments. The relationship between cause-related marketing and brand equity is explored, alongside a philosophical perspective on consumer motivation and its marketing implications. This is particularly relevant for youth behavior in the alcoholic market and irrational student spending leading to debt. The technological environment also shapes consumer behavior through new e-marketing strategies and improved technology transfer from education to industry. Globalization introduces shifts in the political, legal, and cultural landscape, resulting in new consumer behavior patterns in developing countries. Key topics include store loyalty in retail, patronage in fast food, and multi-channel strategies in banking. Intercultural aspects examine SME retailers from Asia in the UK and the evolution of retail branding. A new framework links marketing activities to consumer s