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1 – 10 of over 60000Catherine Demangeot, Amanda J. Broderick and C. Samuel Craig
The purpose of this paper is to bring international marketing and consumer research attention to multicultural marketplaces as a new focal research lens. It develops a…
Abstract
Purpose
The purpose of this paper is to bring international marketing and consumer research attention to multicultural marketplaces as a new focal research lens. It develops a conceptualisation of multicultural marketplaces, demonstrating why they constitute new conceptual territory, before specifying five key areas for research development.
Design/methodology/approach
The paper draws from seminal international marketing literature and other fields to propose perspective shifts, and suggest theories and frameworks of potential usefulness to the five research areas.
Findings
The paper conceptualises multicultural marketplaces as place-centred environments (physical or virtual) where the marketers, consumers, brands, ideologies and institutions of multiple cultures converge at one point of concurrent interaction, while also being potentially connected to multiple cultures in other localities. Five key areas for research development are specified, each with a different conceptual focus: increasing complexity of cultural identities (identity), differentiation of national political contexts (national integration policies), intergroup conviviality practices and conflictual relationships (intergroup relations), interconnectedness of transnational networks (networks), and cultural dynamics requiring multicultural adaptiveness (competences).
Research limitations/implications
For each research area, a number of research avenues and theories and frameworks of potential interest are proposed.
Originality/value
The paper demonstrates why multicultural marketplaces constitute new conceptual territory for international marketing and consumer research; it provides a conceptualisation of these marketplaces and a comprehensive research agenda.
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Wegdan Hagag, Lillian Clark and Colin Wheeler
– The purpose of this paper is to develop a framework for understanding issues affecting Egyptian online travel website preferences.
Abstract
Purpose
The purpose of this paper is to develop a framework for understanding issues affecting Egyptian online travel website preferences.
Design/methodology/approach
Grounded theory was selected due to its suitability in generating frameworks from data gathered plus existing theory.
Findings
The research describes the development of the electronic cultural adaptation framework (E-CAF), which consists of six theoretical dimensions that allow both researchers and practitioners to comprehend how Egyptian cultural values can affect their online travel shopping behaviour, in particular website design preferences.
Research limitations/implications
The construction of the E-CAF is based on research into Egyptian online travel consumers. Development of the E-CAF could be expanded using participants from different cultural groups and other shopping domains.
Practical implications
This research will help practitioners to understand how Egyptian cultural values can affect online behaviour and assist in developing strategies for local adaptations of online travel offerings. The framework will also provide web designers with guidelines for gathering and developing requirements from clients to implement culturally adaptive web interfaces for Egyptian consumers.
Originality/value
While there are a number of existing cultural frameworks in existence, such as those of Hofstede, Hall, or Schwartz, these frameworks are not based on consumer behaviour, either online or offline, and are, therefore, not optimally suited for use in online marketing strategies or web design for Egyptian consumers. This research overcomes these limitations by providing a framework that recognises how cultural values can impact Egyptian consumer behaviour and provides a platform for further research, as well as online marketing strategies and tactics.
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Georgia Stavraki, Emmanuella Plakoyiannaki and Jackie Clarke
Recognizing the value and limitations of current knowledge of the appropriation process in the consumption of aesthetic experiences, this research aims to generate a localized…
Abstract
Purpose
Recognizing the value and limitations of current knowledge of the appropriation process in the consumption of aesthetic experiences, this research aims to generate a localized account for novice and expert consumers of the varying role of cultural capital in the appropriation cycles and interpretative responses of an aesthetic experience.
Design/methodology/approach
This research uses a single case study design of Miró’s blockbuster exhibition, and draws on multiple sources of evidence, notably 50 in-depth visitor interviews, observations and archival records.
Findings
An evidence-based framework of the appropriation process for novice and expert consumers of aesthetic experiences is offered. This framework highlights the significance of appropriation pace and personal versus communal interpretations – amongst other features – in distinguishing distinct versions of the appropriation process in accordance with the varied accumulation of consumer cultural capital.
Research limitations/implications
The transferability of the findings to other aesthetic or experience-based consumption contexts such as performing arts or sports is discussed, alongside the relevance of the proposed framework for researchers of aesthetic experiences.
Practical implications
The empirical investigation of the understudied connection between visitors’ cultural capital and their museum experiences provides insights into curatorial and marketing practices in terms of broadening, diversifying and engaging museum audiences.
Originality/value
This research provides new theoretical insights into the literature of appropriation process and consumption of art experiences by bringing together consumers’ cultural capital with the appropriation process and interpretive responses to an aesthetic experience.
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This article reports a study using respondents from three different cultures – traditional Americans, Hispanics, and Taiwanese – to assess the reliabilities of measures assessing…
Abstract
This article reports a study using respondents from three different cultures – traditional Americans, Hispanics, and Taiwanese – to assess the reliabilities of measures assessing 29 consumer constructs used in various studies reported in major marketing journals. In general, these measures were designed for use with a traditional American sample and are not reported to have been used with other cultural samples. Results indicate that for respondents who demonstrate a certain level of English language fluency, regardless of where they are from, these measures perform reliably across cultures. Thus, under certain circumstances, the fears that researchers have about instrument reliability across cultures may be largely ungrounded.
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David Luna and Susan Forquer Gupta
The world economy is becoming increasingly cross‐cultural. During the next decades, as marketers enter new international markets, an understanding of how culture influences…
Abstract
The world economy is becoming increasingly cross‐cultural. During the next decades, as marketers enter new international markets, an understanding of how culture influences consumer behavior will be crucial for both managers and consumer researchers. This article presents a framework that integrates and reinterprets current research in cross‐cultural consumer behavior. The framework also serves to identify areas that need further research and can be used as a template for marketers seeking to understand their foreign consumers. The article also attempts to integrate from an applied perspective two distinct traditions in the study of culture and consumer behavior: the anthropological approach and the cross‐cultural psychology tradition.
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Gong Sun, Steven D’Alessandro, Lester W. Johnson and Hume Winzar
– The purpose of this paper is to highlight the problems in the measurement of culture in consumer studies and offers suggestions for remedies.
Abstract
Purpose
The purpose of this paper is to highlight the problems in the measurement of culture in consumer studies and offers suggestions for remedies.
Design/methodology/approach
Drawing on literature from related fields, the paper discusses some general issues in the measurement of culture and draws consumer researchers’ attention to the flaws in the common cultural measures in consumer research. Implications for future research are also provided.
Findings
The paper highlights two main shortcomings of commonly used culture instruments which are seldom taken into account by consumer researchers. Specifically, the commonly used culture dimensions in consumer studies do not have clear conceptual boundaries. Moreover, important differences between the different approaches to culture measuring (self- vs group-referenced and values vs practices) are always overlooked. The paper suggests that consumer research needs more focussed and refined measures and discusses which approach is better in which context.
Originality/value
This paper explores the issues of conceptual ambiguity and approach inconsistency in order to draw consumer researchers’ attention to the flaws in common measures of culture. Only when one measures what one expects to measure will the relationship that one observe between these cultural dimensions and consumer behavior be valid.
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Carlos J. Torelli and Jennifer L. Stoner
To introduce the concept of cultural equity and provide a theoretical framework for managing cultural equity in multi-cultural markets.
Abstract
Purpose
To introduce the concept of cultural equity and provide a theoretical framework for managing cultural equity in multi-cultural markets.
Methodology/approach
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.
Findings
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 limitations/implications
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.
Practical implications
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.
Originality/value
The paper integrates past findings across a variety of domains to develop a parsimonious framework for managing cultural equity in globalized markets.
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Ivana Beveridge, Olivier Furrer and Betsy D. Gelb
In a globalized world, consumers embrace mutually conflicting cultural values rather than making exclusive, either/or choices. As a result, they experience multiple tensions, a…
Abstract
Purpose
In a globalized world, consumers embrace mutually conflicting cultural values rather than making exclusive, either/or choices. As a result, they experience multiple tensions, a phenomenon that can be identified as the consumer cultural paradox. Despite clear interest in the influence of local/global culture on consumers, knowledge of how conflicting cultural elements shape consumer behavior remains limited. To address these issues, the current article seeks to identify higher- and lower-level tensions inherent in the consumer cultural paradox.
Design/methodology/approach
Using in-depth interviews, the authors investigate tensions experienced by Chinese consumers of international private education services. This study applies a paradox lens, a tension-based conceptual approach that is well suited for studying consumer paradoxes.
Findings
Ten lower-level tensions of the consumer cultural paradox arise in the focal international service context; these tensions in turn form three higher-level tensions.
Originality/value
The study is among the first in marketing to use a paradox lens and empirical research to delineate multiple dimensions of the consumer cultural paradox, then categorize them into lower and higher-level tensions. The findings offer theoretical and managerial implications, in that recognizing the multiple tensions experienced by consumers allows scholars and marketers to gain a better understanding of how consumers perceive and evaluate services from different cultures.
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