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Article
Publication date: 4 November 2020

Philip J. Kitchen and Charles R. Taylor

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European Journal of Marketing, vol. 54 no. 10
Type: Research Article
ISSN: 0309-0566

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Book part
Publication date: 2 May 2007

S. Tamer Cavusgil

This special volume of Advances in International Marketing is focused on cross-cultural buyer behavior. Specifically, it explores topics that include the impact of new…

Abstract

This special volume of Advances in International Marketing is focused on cross-cultural buyer behavior. Specifically, it explores topics that include the impact of new technology on consumer behavior in a global context; the role emotion plays in reactions to advertising and subsequent buyer behavior; and a timely public policy issue: how prescription drug advertising influences consumer behavior in the countries where it is legal. Moreover, new perspectives of culture's impact on buyer behavior are offered. We are delighted to feature the latest research findings and insights on this topic contributed by authoritative colleagues from around the world. It is guest edited by Professors Charles R. Taylor, Villanova University and Doo-Hee Lee of Korea University Business School.

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Cross-Cultural Buyer Behavior
Type: Book
ISBN: 978-1-84950-485-0

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New Directions in International Advertising Research
Type: Book
ISBN: 978-0-76230-950-4

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Book part
Publication date: 23 August 2011

Shaoming Zou

Many thanks to Professors Marko Sarstedt, Manfred Schwaiger, and Charles R. Taylor, Volume 22 has assembled a set of outstanding articles addressing the methodological…

Abstract

Many thanks to Professors Marko Sarstedt, Manfred Schwaiger, and Charles R. Taylor, Volume 22 has assembled a set of outstanding articles addressing the methodological issues in international marketing research. Readers should find these articles informative and valuable. In addition to these articles on the special topic of international marketing research methods, a regular article is included in Volume 22. Advances in International Marketing encourages innovative research and “out-of-the-box” research ideas in international marketing. In future volumes, it will continue to promote special topic-based volumes, while also publishing “regular” papers that are reviewed outside of the themed volumes. The regular papers must show innovative research that addresses any significant issues in international marketing and should be submitted to the Series Editor.

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Measurement and Research Methods in International Marketing
Type: Book
ISBN: 978-1-78052-095-7

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Article
Publication date: 3 May 2019

Shintaro Okazaki, Charles R. Taylor, Patrick Vargas and Jörg Henseler

An unconscious concern regarding one’s inevitable death, known as mortality salience, may affect consumers’ brand choices in the aftermath of disastrous events, such as…

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1085

Abstract

Purpose

An unconscious concern regarding one’s inevitable death, known as mortality salience, may affect consumers’ brand choices in the aftermath of disastrous events, such as earthquakes. The purpose of this paper is to examine the role of self-identification with global consumer culture (IDGCC) in global brand purchase intention in response to disasters that heighten mortality salience. The roles of materialism, consumer ethnocentrism, cosmopolitanism and hope in this this process are also explored.

Design/methodology/approach

An online experiment was conducted with a large sample of Japanese consumers. Japan was selected because it had recently suffered from a series of devastating earthquakes. Participants’ mortality salience was primed with an earthquake scenario. All measures were adapted from prior research. The authors used structural equation modeling to test the hypotheses and validate the model.

Findings

The results reveal that IDGCC is a direct predictor of global brand purchase intention when mortality salience is high. It appears that identifying with global consumer culture and buying global brands enhances self-esteem and reduces anxiety for those with high IDGCC. As predicted, materialism and cosmopolitanism positively influence IDGCC, whereas consumer ethnocentrism does not impede IDGCC. Hope directly and positively affects global brand purchase intention.

Research limitations/implications

Some consumers who experience traumatic events may resist mortality salience and experience a heightened sense of global citizenship. Meanwhile, those with lower IDGCC may revert to in-group favoritism, whereas those with higher IDGCC tend to purchase global brands. Using a scenario to simulate the mental state evoked by a disaster limits generalizability.

Practical implications

The findings illuminate how firms should modify their international marketing strategies in the face of traumatic global events when targeting consumers with high vs low IDGCC in terms of framing messages about global brands. Additionally, using global brands that emphasize an optimistic outlook may help global marketers capture attention from consumers high in IDGCC.

Originality/value

This study is one of the first to address traumatic events and hope, relating these concepts to IDGCC and global brand purchase intention in an international marketing context.

Details

International Marketing Review, vol. 36 no. 5
Type: Research Article
ISSN: 0265-1335

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Book part
Publication date: 23 August 2011

Marko Sarstedt, Manfred Schwaiger and Charles R. Taylor

“Garbage in, garbage out” is a common expression that academics and practitioners use to emphasize that empirical analysis is only as good as the basis on which it relies…

Abstract

“Garbage in, garbage out” is a common expression that academics and practitioners use to emphasize that empirical analysis is only as good as the basis on which it relies. Although the importance of sound data and valid measures has long been acknowledged, it is nevertheless often problematic to follow required quality standards in concrete research situations. Potential sources of error are usually unknown, methods to ensure data quality are unavailable, and existing methods for scale development, index construction, data collection, and data analysis are insufficient or erroneously applied. This is especially true of international marketing research, which often makes great demands on the data and measures used, as well as on the research methodology applied. Against this background, this volume addresses issues pertaining to measurement and research methodology in an international marketing context. Thanks to the efforts of authors and reviewers, we are pleased to present nine articles that deal with cutting-edge topics such as formative measurement, response-bias in cross-cultural research, marketing efficiency measurement, and segmentation methods.

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Measurement and Research Methods in International Marketing
Type: Book
ISBN: 978-1-78052-095-7

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Book part
Publication date: 2 May 2007

Charles R. Taylor and Doo-Hee Lee

The theme of this issue of Advances in International Marketing is cross-cultural buyer behavior. In developing the call for papers for this issue, we intentionally defined…

Abstract

The theme of this issue of Advances in International Marketing is cross-cultural buyer behavior. In developing the call for papers for this issue, we intentionally defined buyer behavior in a broad sense in order to allow for papers on innovative and cutting edge issues in buyer behavior to be included. Additionally, we made a special point of publicizing the call in various parts of the world in order to ensure multiple perspectives.

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Cross-Cultural Buyer Behavior
Type: Book
ISBN: 978-1-84950-485-0

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Book part
Publication date: 23 August 2011

Charles R. Taylor, C. Luke Bowen and Hae-Kyong Bang

Purpose – A considerable body of literature has evolved on the topic of appropriate research methodology for cross-national data collection. Additionally, prior…

Abstract

Purpose – A considerable body of literature has evolved on the topic of appropriate research methodology for cross-national data collection. Additionally, prior commentaries on cross-national research in the marketing have cited significant deficiencies in this body of research in terms of the theoretical foundations, methods, and analytical techniques used. The purpose of this chapter is to summarize guidelines for conducting cross-national research in marketing and assess the degree to which these rules are being followed.

Design/methodology/approach – The literature on cross-national research methods in marketing studies is first reviewed to identify key issues and methodological guidelines. A content analysis of cross-national studies appearing in 10 major journals in the marketing and advertising field for the period from 2005 to 2010 is conducted to assess whether the guidelines for researchers are being followed. The chapter also explores whether recent research is addressing key deficiencies identified by prior commentaries on this body of research.

Findings –Results are indicative of some promising trends. A wider range of theory bases, methodological techniques, and analytical techniques are being used in cross-national marketing studies. Additionally, methodological guidelines for conceptualizing studies, including following appropriate procedures to ensure equivalence and verifying the existence of cultural differences, are being followed at a higher rate than in the past. Still, some studies do not follow accepted guidelines, and there is a need for a wider range of theory bases and methods to be used.

Research limitations/implications – The study examines only cross-national studies published in 10 journals over a recent six years (2005–2010). As a result, no direct comparison to earlier periods is made.

Originality/value of paper – This chapter outlines key guidelines for conducting cross-national studies in marketing. It also calls attention to the need to follow these guidelines based on the trend toward a majority of studies complying with them. Finally, the chapter calls attention to the need for certain theory bases and methods to be used more frequently.

Details

Measurement and Research Methods in International Marketing
Type: Book
ISBN: 978-1-78052-095-7

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Article
Publication date: 19 May 2020

Charles R. Taylor, Philip J. Kitchen, Matthew E. Sarkees and Christian O. Lolk

Despite increased emphasis on customer or market orientation over the past several decades, there is considerable evidence that many customer service practices have…

Abstract

Purpose

Despite increased emphasis on customer or market orientation over the past several decades, there is considerable evidence that many customer service practices have created a “Janus face” situation in which stated marketing philosophy often differs from practice. This paper aims to explore those issues in marketing practice.

Design/methodology/approach

This paper develops a typology of “new age” practices in customer service that seem to serve to annoy, alienate and even potentially harm consumers. Consumer-coping mechanisms for dealing with such practices are then discussed, arguing that the practices themselves are not in the best long-term interests of the firm. This paper concludes with suggestions for how firms can avoid a “Janus face” situation and better serve today’s educated consumers.

Findings

Too many of today’s ostensibly “marketing”-oriented companies are more concerned with selling and much less concerned with retention or real relationships. Unfortunately, even if companies are doing many things correctly, this does not sound like behavior that should exist in the so-called “marketing era” in the 21st century.

Research limitations/implications

The negative implication of extolling service excellence while delivering the opposite to customers is undesirable. Research that addresses the service challenges that firms face in this fast-changing marketing environment is crucial to advancing academic knowledge.

Practical implications

As marketing moves into 2020 and beyond, it is critical to correct these service issues and problems. Companies cannot really afford to drive away customers in the dynamic age of relationship marketing fueled by rapidly advancing technological change.

Originality/value

This paper presents a typology of “new age” customer service problems.

Details

European Journal of Marketing, vol. 54 no. 10
Type: Research Article
ISSN: 0309-0566

Keywords

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Book part
Publication date: 26 September 2002

S.Tamer Cavusgil

Abstract

Details

New Directions in International Advertising Research
Type: Book
ISBN: 978-0-76230-950-4

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