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To introduce the concept of cultural equity and provide a theoretical framework for managing cultural equity in multi-cultural markets.

Recent research on the social psychology of globalization, cross-cultural consumer behavior, consumer culture, and global branding is reviewed to develop a theoretical framework for building, leveraging, and protecting cultural equity.

Provides an actionable definition for a brand’s cultural equity, discusses consumer responses to brands that relate to cultural equity, identifies the building blocks of cultural equity, and develops a framework for managing cultural equity.

Research conducted mainly in large cities in North and South America, Europe, the Middle East, and East Asia. Generalizations to less developed parts of the world might be limited.

A very useful theoretical framework for managers interested in building cultural equity into their brands and for leveraging this equity via new products and the development of new markets.

The paper integrates past findings across a variety of domains to develop a parsimonious framework for managing cultural equity in globalized markets.

This essay focuses on the Chinese-Japanese Library of the Harvard-Yenching Institute and examines how the Library collected and transported Chinese rare books to the United States during the 1930 and 1940s. It considers Harvard's rationale for its collection of Chinese books and tensions between Chinese scholars and the Harvard-Yenching Institute leaders and librarians over the purchase and “export” of Chinese books.

This research is a historical study based on archival research at Harvard-Yenching Institute and the Harvard-Yenching Library, as well as careful readings of published primary and secondary sources.

By examining the debates that surrounded the ownership of Chinese books, and the historical circumstances that enabled or hindered the cross-national movement of books, this essay uncovers a complex and interwoven historical discourse of academic nationalism, internationalism and imperialism.

Drawing upon the unexamined primary sources and published second sources, this essay uncovers a complex and interwoven historical discourse of academic nationalism, internationalism and imperialism.

Discusses the economic designs of np charts for a single assignable cause. Develops a simple algorithm to get the optimum designs of np charts. Twenty numerical examples show that the algorithm is very efficient and accurate indeed.

The purpose of this paper is to examine the complex relationships between common bond attachment, common identity attachment, self-esteem and virtual community citizenship behavior (VCCB). This study identifies two broad categories of VCCB: citizenship behaviors directed toward benefitting other individuals (VCCBI) and citizenship behaviors directed toward benefitting the virtual community (VCCBC).

The authors apply partial least squares structural equation modeling to test the hypotheses, using a sample of 388 valid responses.

The results indicate that common bond attachment and common identity attachment have a significant effect on self-esteem, which, in turn, has a significant effect on VCCBI and VCCBC. The results also indicate that common bond attachment has a significant effect on VCCBI, and that common identity attachment has a significant effect on VCCBC.

This study contributes to a better understanding of VCCBs through common identity and common-bond theory, social identity theory and the stimulus-organism-response framework.

This study aims to compare the purchase intention of counterfeit outdoor products between Taiwan and Hong Kong consumers.

A total of 584 respondents from Hong Kong (n = 247, 42%) and Taiwan (n = 337, 58%) were recruited for the study. Data analysis was performed by using structural equation modelling techniques.

The results showed that consumers' perceived risk had a negative influence on attitude and intention to purchase counterfeit outdoor products. Moreover, attitude towards buying counterfeit outdoor products, perceived behavioural control and subjective norm had positive impacts on purchase intention. Brand consciousness, however, had a negative influence on purchase intention. The multi-group analysis identified significant differences between Hong Kong and Taiwanese respondents.

This study provides a better understanding of how these factors affect purchase intention of counterfeit outdoor products across different cultures.

Recent statistics concerning webrooming shoppers is indicative of the trending webrooming phenomenon, and points toward the dire need for the addressal of the issue. The purpose of this paper is to reason the consumer’s intentional visit to an online store prior to making purchases offline by linking it with perceived channel benefits and uncertainty reduction approach through an application of the theory of planned behavior.

A survey instrument was administered online, and a total of 374 responses were obtained. Respondents were queried with respect to the webrooming sequence, if at all they were into webrooming. The PLS-SEM was used to test the formulated hypotheses.

The factor “Access to reviews online” emerged as the prime perceived search benefit which drives consumers’ to first visit an online store, while factors like “access to touch and feel the product,” “better post-purchase services offline” and “immediate possession of product” induced customers to later purchase offline. Factors like “E-distrust” and “perceived risks related to purchasing online” notably determined consumer’s movement to the physical store for purchasing the product in the second phase of the webrooming sequence.

A small sample size limits the authors from drawing definitive generalizations. Due to the lack of studies, individually examining webrooming conduct, a prior qualitative exploration can be conducted to draw more insights.

The findings of the study can be utilized by the online retailers for devising strategies to push the webroomers to make purchases online.

The study creates awareness as to what motivates consumers to webroom, which has been realized as one of the serious issues being faced by the online retailers today.

This study addresses a key concern “webrooming phenomenon,” which has emerged as a critical challenge in the present retailing dynamics.

During team meetings, expressing negativity about other team members’ ideas and contributions – that is, negative disagreements – can derail team processes and harm team productivity. If team members want to improve their meetings and reduce negativity, which aspects are relevant starting points? This chapter discusses the complexity of this question by considering the interplay of team attributes, individual characteristics, and verbal interaction dynamics that may evoke negative disagreements in meetings. To this end, this chapter relies on existing behavioral and survey data of 259 employees nested in 43 team meetings that were analyzed using statistical discourse analysis. The results of this analysis highlight several potential starting points for reducing negativity in workplace meetings. First, we discovered that team attributes matter, as teams with a lower overall level of job satisfaction were more likely to experience negative disagreements during their meetings. Second, at the individual level, we found a significant gender effect such that women were more likely than men to start negative disagreements. Third, individual team members reporting lower organizational trust were more likely to start negative disagreements. Finally, counter to previous work on interaction dynamics during meetings, we could not identify specific verbal behaviors that triggered negative disagreements. In terms of practical implications, we discuss how managers can increase organizational trust and job satisfaction (e.g., through ensuring justice and improving job design) in order to encourage more positive meeting interactions.

Using classic literary theory pertaining to conflicts, this study aims to investigate the links of various types of conflicts and brand attitudes, in the context of brand stories for search and experience product types.

The authors used a survey of university students to test this study’s hypotheses.

The results reveal significant main effects of four conflict reversal stories on brand attitudes. The influences of man-against-self, man-against-man and man-against-society conflicts on brand attitude are greater for experience than for search products. In contrast, the influence of man-against-nature conflict is higher for search than for experience products.

To generalize the results, this study should be replicated using more heterogeneous populations, setting the study in other cultures, testing actual brands and using a wider range of products.

The findings provide insights for marketers seeking to use appropriate conflicts in their brand stories to enhance customers’ brand attitudes.

Extant research does not address the relationship between different types of conflicts and customer attitudes, and the current study bridges this research gap.

The purpose of this paper is to examine the effect of the interpretation strategy of cultural mixing on consumers’ evaluations of global brands that incorporate local cultural elements. Specifically, this paper examines whether a property interpretation and a relational interpretation have different influences on consumers’ evaluations of global brands that incorporate local cultural elements.

Two experiments were conducted as part of this research. Experiment 1 adopted a two (interpretation strategy: property interpretation vs relational interpretation) single-factor between-subjects design. Experiment 2 adopted a 2 (interpretation strategy: property interpretation vs relational interpretation) × 2 (polyculturalist beliefs: high vs low) between-subjects design. The data were analyzed using ANOVA and PROCESS 213.

A property interpretation (emphasizing that some features of a global brand transfer to local cultural elements) leads to a less favorable evaluation of global brands that incorporate local cultural elements than a relational interpretation (emphasizing a relation between global brands and local cultural elements). This effect is fully mediated by perceived cultural intrusion, and it exists only when consumers have a low level of polyculturalist beliefs.

This paper reveals that the phenomenon of cultural mixing occurs when global brands incorporate local cultural elements. In addition, the way that consumers perceive the relationship between global brands and local cultural elements will determine their reactions to global brands that incorporate local cultural elements.

The purpose of this paper is to test an ecological model of family, school and child links to reading outcomes in an extremely rich but developing country.

This study uses a multi-level, plausible value analysis of item response model-estimated test scores and survey responses from 4,120 children and their parents’ survey responses in 166 schools in Qatar.

The results show that family attributes (socio-economic status (SES), books at home, parent reading attitude and reading activities) are linked to children’s superior reading attitudes, reading self-concept and reading test scores. In contrast, teacher attributes and teaching methods show no significant link to reading test scores. Also, Qatari children report a poor school climate linked to lower reading self-concept and lower reading test scores.

Limitations include parent reports rather than pre-tests, testing in only one domain, and cross-sectional data rather than longitudinal data.

As family support is strongly linked to children’s reading performance, the Qatari Government can explore early childhood interventions at home (e.g. more books at home, support parent-child reading activities, etc.), especially for families with lower SES. As teacher attributes and lesson activities were not linked to children’s reading outcomes, the Qatari Government can study this issue more closely to understand this surprising result.

This is the first study to test an ecological model of Qatar’s fourth-grade children’s reading scores with a representative sample.