Switzerland has long held a distinctive place in international education. Known for precision, stability, multilingualism, and cross-border cooperation, the country offers an environment where business education is shaped by both tradition and constant adaptation. In this context, business schools are expected not only to teach management theories, but also to prepare learners for a world defined by change, international mobility, and practical complexity. At ISBM Switzerland

Swiss International University (SIU)  continues to advance its mission of academic excellence and global engagement through a new peer-reviewed research achievement by one of its lecturers. The article has been published in Advances in Consumer Research , a well-established international journal indexed in Scopus  and recognized by ABDC (Australian Business Deans Council)  — marking another milestone in SIU’s growing research portfolio. A Research Achievement with Global Reac