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Responding to a recent editorial call for sustainable development (Truong and Saunders, 2021), this study aims to explore the persuasiveness of climate-change-related appeals.

Three scenario-based experiments were conducted to test the effect of climate-change-related appeals on persuasion, the underlying mechanism causing that effect and associated boundary conditions. Statistical results were based on analysis of variance, mediation and moderation analysis.

Adaptation-oriented appeals are more persuasive than mitigation-oriented appeals. Specifically, adaptation (versus mitigation) appeals activate a self-regulation process that encourages people to think about the future, making them more likely to address climate change. This effect is salient when consumers’ environmental concerns are low.

To boost message persuasiveness, marketers and public policymakers could construct abstract and long-horizon climate-change-related appeals and provide prompts or interventions to promote people’s elaborations about potential outcomes.

To boost message persuasiveness, marketers and public policymakers could construct abstract and long-horizon climate-change-related appeals and provide prompts or interventions to promote people’s elaborations about potential outcomes.

Revealing mitigation and adaptation climate-change-related appeals yield diverse effects.

The luxury brands sales in emerging markets will see rapid growth. When entering the emerging markets, luxury fashion brands always find it challenging to balance adaption with local consumer culture and standardization to maintain their global brand image. The present study attempts to examine this intriguing issue of adaptation and standardization and many other challenges for luxury brands in the emerging market by focusing on China’s luxury market. A case study on China is conducted, which consisted of reviewing academic literature and consulting trade reports, examining over 50 luxury brands’ Chinese websites, reading newspaper articles, conducting field trips to luxury retail outlets, and studying luxury brands’ advertisements in major Chinese fashion magazines. We identified five intriguing market characteristics that must be taken into account in order to succeed in this market. Specifically, we found that to perform well in China’s luxury market, luxury brands should have a good understanding of the conflicting Chinese social cultural sentiments toward luxury consumption. Luxury brands should seek a balance between standardization and adaptation and appeal to both consumers’ converging needs and their desire for products that embrace local elements. Further, given the unique consumer characteristics, luxury brands should better serve the young and economically diverse consumer base in China.

Previous research on global marketing has typically focussed on marketing strategies across national markets. Yet, the cross‐national mobility of individuals has increased heterogeneity within country markets. The purpose of this study is to examine how immigrant consumers perceive advertising appeals in the context of the consumer acculturation process. Specifically, our study focusses on the reactions of Mexican, American, and Mexican‐American consumers to puffery‐laden advertisements.

Using two‐factor theory as our theoretical prism, the study offers salient hypotheses regarding consumer perceptions of puffery‐laden advertising appeals, which are then tested in a cross‐national experiment in the USA and Mexico.

The results show that Mexican consumers are more susceptible to puffery‐laden claims than Americans. In contrast, American consumers are more susceptible to advertising that does not contain puffery‐laden claims than their Mexican counterparts. Interestingly, the findings also reveal that Mexican immigrants are highly susceptible to both, puffery‐laden and no puffery appeals. The mixed results show that recent Mexican immigrants struggle as they transition to the dominant American consumer culture. First and second generations of Mexican‐Americans, however, react to puffery‐laden advertisements just as typical American consumers.

The paper discusses relevant implications not only for the study of puffery and acculturation of immigrant minority groups, but also for companies engaged in global advertising campaigns in countries with diverse immigrant communities.

The paper offers a worthwhile and unique examination of consumer acculturation in an international cross‐cultural setting and puts forward interesting insights regarding the application of international advertising strategies.

The study uses the case of an online-mediated barter economy that proliferated during the COVID-19 crisis to highlight Indigenous notions of barter, trade and exchange.

A netnographic approach was employed which involved collecting online posts and comments which were stored and analysed in NVivo. This was supplemented with field notes and reflections from authors with an intimate knowledge of the context. These were analysed thematically. The overall methodology is inspired by decolonising methodologies that seek to restore the agency of Indigenous Peoples in research towards self-determination.

Findings suggest that during and beyond the crisis, social media (a new means) is being used to facilitate barter and determinations of/accounting for value within. This is being done through constant appeals to, and adaptation of, tradition (old ways). Indigenous accounting is therefore best understood as so through Indigenous accountability values and practices.

This paper propose a re-orientation of accounting for barter research that incorporates recent debates between the disciplines of economics and anthropology on the nature of barter, debt and exchange. The authors also propose a re-imagining of accounting and accountability relations based on Indigenous values within an emerging online barter system in Fiji during COVID-19 as “old ways and new means” to privilege Indigenous agency and overcome excessive essentialism.

Although universities are increasingly competing for international students, little has been written about the influence of cross‐cultural values on the positioning of international education brands. This study investigates the values that students in three Asian markets place on overseas university education, and the media they use to gain information about universities. The results suggest that a common media mix can be utilized in Malaysia, Singapore and Hong Kong, and that a standardized or adapted branding strategy could be adopted, depending on how many of these markets universities wish to target. The results have important implications for the positioning of international university brands in Asian markets.

Extreme events are the occasion for many people’s encounters with climate change. Though causation is complex and no one event is directly attributable to climate change, when we consider Cassandra, we can consider what people encounter in assistance after an extreme event. This chapter takes the case of assistance to displaced people after Katrina to explore how care and surveillance were intertwined. Methods include analysis of government documents as well as interviews. When we consider assistance people receive, we often focus on the intended assistance and how it worked or did not. Evaluation is difficult, not least because criteria for determining what it means to work are uncertain. However, if we include the process of gaining assistance as part of the experience, we broaden concerns from the instrumental outcomes to the mixed messages people get in assistance. Assistance appears in a context, where the most vulnerable people have reasons to mistrust government and nonprofits, and where in the United States assistance has come intertwined with supervisory rules, a focus on getting people to work, and a need to manage criminal histories. Trust in government may be limited, emergency care can operate outside ordinary legal frameworks when providers are new, and legal accountability for assistance may be experienced as confining, despite caregivers’ intent.

A Novartis social business in India completely separated the activities of its social and business units—the former engaging in raising the health awareness of villagers and encouraging them to visit free health camps, while the latter developed affordable medicine delivered directly to village pharmacies. Connections between these units were made through open and fluid market-type mechanisms, and by appealing to the needs and interests of villagers with incentives. This synchronized business model was developed partly because Novartis believed in villagers' self-initiated behavior for health improvements, which made it not interfere into marginalized institutions, and more significantly because it used its internalized control and coordination systems with clear goals of social contribution in operating the business unit. Consequently, Novartis achieved economies of scale, business sustainability, and social contribution.

In the fertile line of research on consumer value from the services literature, a gap exists between theoretical and empirical knowledge, in particular regarding Holbrook’s conceptual value framework. The purpose of this paper is to find construct validity for a multidimensional value scale based on Holbrook’s proposal.

Based on a literature review, a qualitative phase, and consultation with an expert, eight value scales (efficiency, service quality, play, aesthetics, status, esteem, ethics, and escapism as an adaptation of spirituality) are tested on a sample of 585 hotel customers and are further analyzed with simple and partial correlations, multiple regressions, and structural modeling.

Following the literature on the merits of Holbrook’s value typology, results are presented in three concatenated phases: validation of Holbrook’s eight value scales corresponding to his eight value types; interrelationships between these value types showing a predominance of the extrinsic-intrinsic and self-other dimensions; and construction of six indices based on the 2×2×2 matrix (self, other, extrinsic, intrinsic, active, and reactive) and a value index as a higher-order representation. The results support Holbrook’s typology, thereby supporting construct validity for the multidimensional scales.

Implications for further conceptual research on value are presented. Meanwhile, the empirical study is context-specific, i.e. related to a hospitality experience.

Although Holbrook’s typology has gained widespread attention, to the best of the authors’ knowledge, no previous research has tested all eight value types simultaneously in the same empirical work.

Describes how professional fund‐raisers write and speak persuasively to many audiences, utilizing various media. Explains that the essence of fund‐raising is motivating individuals through symbolic action to behave in a desired way. Argues that fund‐raising is essentially a rhetorical exercise and that the utilization of criteria for assessing rhetorical acts is warranted. Rhetorical criteria direct the fund‐raiser to ask important questions pertaining to the purpose, audience, barriers ‐ the rhetorical problem ‐ and the structure of persuasive communication. Argues also that the fundamental Aristotelian genre is apparent in most fund‐raising rhetorical acts and the genre is identified through recurring characteristics of the rhetoric and helps to define the relationship between form and content. Maintains that successful fund‐raisers relied as much on experience and intuition as on formal rhetorical theory but rhetorical criteria may provide the practitioner with a template by which to create persuasive symbolic action in a broader context not limited to a single communicative act.

This research examines factors that affect media selection decisions for foreign markets as perceived by advertising executives of U.S. multinational corporations. The main objective is to determine whether cultural factors play a significant role in the selection process. The study investigates the opinions of 84 advertising executives of U.S. consumer durable product manufacturers. Findings reveal that managers place more importance on general factors (type of product, target audience, budget size, cost efficiency, reach and frequency, and competition) than they place on specific non‐domestic factors (media availability, language diversity, legal constraints, level of economy, literacy, and cultural considerations). Findings also suggest that executives tend to be more involved in establishing objectives and budgets than in creative strategy and media selection.