Contents
An Assessment of Theoretical and Methodological Development in Consumer Research on Greater China: 1979-1997
by Leo Yat Ming Sin and Suk-ching Ho

An Experimental Study on the Relationship Between Consumer Involvement and Advertising Effectiveness
by Shwu-Ing Wu

An Assessment of Banking Operation Strategies of Private Banking Institutions in the Philippines
by Liu Chu-Mei

Encouraging Fashion Entrepreneurship in Singapore
by James Poon Teng Fatt