Search results
21 – 30 of over 45000Melvin Prince, Attila Yaprak, Mark Cleveland, Mark A.P. Davies, Alexander Josiassen, Andrea Nechtelberger, Martin Nechtelberger, Dayananda Palihawadana, Walter Renner, Sona Chovanova Supekova and Sylvia Von Wallpach
The purpose of this paper is to examine the extent to which personal values, moral foundations and gender-role identities affect, in sequence, consumers' constructions of their…
Abstract
Purpose
The purpose of this paper is to examine the extent to which personal values, moral foundations and gender-role identities affect, in sequence, consumers' constructions of their ethnocentric and cosmopolitan orientations. Achieving a better understanding of the psychological makeup of consumer ethnocentrism and cosmopolitanism should help managers better design international market segmentation and brand positioning strategies.
Design/methodology/approach
The study's conceptual framework is anchored in attitude and values theories, and focuses on the social categorizations that consumers make and how these contribute to the formation of their ethnocentric and cosmopolitan orientations. Drawing data from consumers living in five European countries, we test our theoretical conjectures through structural equation modeling approaches, including multigroup analysis at the country level, as well as the identification and scrutiny of potential pan-European consumer segments.
Findings
Findings show that personal values, moral foundations and gender-role identities do exert direct and indirect (partially mediated) effects on the formation of consumers' ethnocentric and cosmopolitan orientations. These provide numerous insights for managers in terms of how they can segment domestic and international markets, as well as how to position products and communicate brand strategies.
Research limitations/implications
The study focused on consumers' personal and role identities and offers implications based on data gathered from a sample of five European countries. Future work should broaden this perspective by including other identity facets, such as religious and ethnic identities, as well as product-category and brand-specific outcomes, in order to help develop a more comprehensive picture of the psychology underpinning consumers' identity-related orientations, and their effects on consumer behavior. Future research should also study these issues in a broader geographical context, by including national markets that have culturally diverse populations as well as places with dissimilar cultural and economic profiles.
Originality/value
The study shows that individuals' personal values, moral foundations and gender roles have a strong effect on the formation of consumer ethnocentrism and consumer cosmopolitanism orientations. Consideration of how these antecedent constructs operate in concert to shape consumers' in- versus out-group orientations has been overlooked in the international marketing literature. Beyond the ramifications for theory, the study offers numerous substantive managerial implications in terms of how consumers are likely to respond to local and global/foreign products/brands based on these orientations.
Details
Keywords
Mark Cleveland and Fabian Bartsch
The purpose of this paper is to propose a conceptual framework that highlights the reinforcing nature of global consumer culture (GCC). In doing so, this paper highlights a…
Abstract
Purpose
The purpose of this paper is to propose a conceptual framework that highlights the reinforcing nature of global consumer culture (GCC). In doing so, this paper highlights a dialectic process in which consumers trade-off, appropriate, indigenize and creolize consumption into multiple GCCs.
Design/methodology/approach
The approach is conceptual with illustrative examples.
Findings
GCC is a reinforcing process shaped by global culture flows, acculturation, deterritorialization, and cultural and geographic specific entities. This process allows consumers to indigenize GCC, and GCC to contemporaneously appropriate aspects from myriad localized cultures, producing creolized cultures.
Research limitations/implications
Marketing research and practices need to shift away from the dichotomous view of global and local consumption fueled by a misleading view of segmentation. Instead, marketers should focus on identifying the permutations of emerging GCCs, how these operate according to the context and accordingly position their marketing mix to accommodate them.
Originality/value
The proposed model reviews and integrates existing literature to highlight fundamental research directions that present a comprehensive overview of GCCs, its shortcomings and future directions.
Details
Keywords
Nina M. Iversen and Leif E. Hem
Consumers' evaluations of brand extensions have gained considerable attention in the marketing literature. The purpose of this study is to investigate how a brand's perceived…
Abstract
Purpose
Consumers' evaluations of brand extensions have gained considerable attention in the marketing literature. The purpose of this study is to investigate how a brand's perceived global or local origin impacts evaluations of brand extensions and creates transfer effects of brand meaning. The paper conceptually characterizes the transference process and empirically tests the nature and extent of spillover effects of origin associations across multiple parent brands and extensions.
Design/methodology/approach
For the empirical testing of the conceptual model of transfer effects of origin associations we undertook a cross‐sectional consumer survey amongst a sample of 267 Norwegian respondents. Structural equation modelling was used to investigate the causal relationships between the latent exogenous and endogenous variables in the conceptual model.
Findings
The present study indicates that the global and local origin framework, first introduced by Steenkamp et al. in 2003, can explain the occurrence of reciprocal transfer of brand meaning across parent brands and extensions. The paper shows that global and local origin associations operate in a manner very similar to brand associations in the transference of perceptions. It finds that distinct origin associations influence the pre‐brand image and drive the forward effect on the attitude towards the extension as well as the subsequent backward effect upon the post‐brand image of the parent brand.
Originality/value
This paper reveals for the first time that distinct origin associations can initiate spillover effects across parent brands and extensions. This study is therefore an important step towards the generalizability of main brand extension studies to other contexts such as extensions of global brands.
Details
Keywords
Chunyan Nie and Tao Wang
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…
Abstract
Purpose
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.
Design/methodology/approach
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.
Findings
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.
Originality/value
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.
Details
Keywords
Natasha Saqib and Mir Shahid Satar
An Indian emerging market positioning taxonomy has been developed in response to the literature review's findings that existing positioning typologies/taxonomies are based on…
Abstract
Purpose
An Indian emerging market positioning taxonomy has been developed in response to the literature review's findings that existing positioning typologies/taxonomies are based on managerial perspectives rather than consumer/customer perceptions and are only developed for advanced countries.
Design/methodology/approach
This study employs a three-step process for developing and validating a scale in order to conduct its research. In the first phase, items are generated and selected based on a literature review, focus groups and expert opinion. Exploratory factor analysis is used to fine-tune the scale in the second phase. Phase 3 uses CFA to establish convergent, discriminant and nomological validity through the use of CFA.
Findings
A consumer-based taxonomy of positioning strategies were developed as a result of the research. Six distinct positioning strategies emerged that was named (1) Value for Money, (2) Functional (3) Premiumisation, (4) Promotional Campaign, (5) Brand Name (6) Visual Aesthetics.
Research limitations/implications
Developing and validating measurement scales will be made easier with the help of this paper. Target populations, industry and geography selection and a cross-sectional time horizon are just a few of the study's drawbacks.
Practical implications
The study's practical implications include six factors/strategies that managers, advertising executives and marketing experts of consumer electronics companies in the Indian emerging market could use to position their products, resulting in the overall success of their organisations.
Originality/value
This study adds to the marketing literature by providing a solid theoretical foundation and a validated instrument for operationalising positioning strategies.
Details
Keywords
– This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
Advertising copy is most important in determining perceived brand globalness. The spokesperson and the brand logo determine perceived brand globalness more strongly for a low-involvement product, whereas the brand name is more important for a high-involvement product. Further, the spokesperson and the brand logo are relatively more important for global consumer culture individuals, while local consumer culture individuals find the brand name and advertising copy relatively more important.
Practical implications
The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Details
Keywords
Martin Hernani-Merino, Juan G. Lazo Lazo, Alvaro Talavera López, José Afonso Mazzon and Gisella López-Tafur
Companies that wish to market a global brand need to develop a greater understanding of consumers' and potential consumers' susceptibility to global consumer culture (SGCC) with a…
Abstract
Purpose
Companies that wish to market a global brand need to develop a greater understanding of consumers' and potential consumers' susceptibility to global consumer culture (SGCC) with a view to standardizing/adapting their brand according to the desires and preferences of the consumers who belong to specific segments of global consumers. Thus, the aim of the study is to fill a joint segmentation research gap within and between countries based on seven dimensions of SGCC while classifying consumers according to the degree of belonging to specific and hybrid (global citizenship) segments.
Design/methodology/approach
A questionnaire was applied online in English in five countries across the Americas and Europe resulting in a sample of 412 consumers. Based on the fuzzy C-means cluster analysis, the study segments the sample of consumers according to the degree of belonging to specific and global citizenship segments.
Findings
Analysis of survey results show three groups; two distinct groups and a third with features of both, a distinct intersection group. These findings suggest that consumers in different countries develop beliefs and attitudes about global citizenship, and this perspective coincides with the characteristics of the intersection group. Consequently, the study shows that fragmentation of the needs of consumers exists within and between countries.
Originality/value
This study contributes to the concept of global citizenship, helping managers of global brands improve their marketing strategy decisions by implementing strategies that are standardized or adapted to specific hybrid segments of consumers that transcend national borders. This study used a statistical method to measure the degree of belonging to each segment.
Details
Keywords
The purpose of this paper is to review the existing literature on positioning strategies, categorise them as typologies and taxonomies and propose generic positioning strategies…
Abstract
Purpose
The purpose of this paper is to review the existing literature on positioning strategies, categorise them as typologies and taxonomies and propose generic positioning strategies for organisations from a theoretical viewpoint.
Design/methodology/approach
Typologies and taxonomies are defined and characterised, and then all product or brand positioning strategies are examined. Articles published in reputable marketing and strategic marketing journals from 1969 to 2022 are analysed for this purpose. The analysis was done using qualitative text mining: classification, coding and text analysis.
Findings
The review enables the identification of three generic positioning strategies widely accepted in the literature, as well as the distinction between conceptually derived positioning strategies (typology) and empirically derived positioning strategies( taxonomy).
Research limitations/implications
This study provides a comprehensive overview for researchers who wish to get broad-picture research on generic classifications in positioning strategy. Moreover, most notably for academics, to the best of the author’s knowledge, this is the first study to classify positioning strategies into typologies and taxonomies based on their evolution.
Practical implications
Knowledge of positioning typologies and taxonomies can assist managers in developing and implementing a strategy that allows their company to maximise the potential of its product/brand and achieve better results. The literature review contributes to theory development and helps companies understand their positioning strategies.
Originality/value
Despite considerable interest in positioning research, little effort has been made to examine positioning strategies’ current or future development. Some authors use the term taxonomy to describe their conceptually derived classification of positioning strategies, and it was discovered that authors frequently interchangeably use the terms typologies or taxonomies. When attempting to understand and compare the various classifications, this liberal use of the term’s typology and taxonomy creates misunderstanding and confusion. This paper fills that void.
Details
Keywords
Do Young Pyun, Hyungil H Kwon and Chul-Won Lee
This study assessed the mediation effect of perceived brand quality and the moderation effect of consumer ethnocentric tendency in the proposed consumption model of a global…
Abstract
This study assessed the mediation effect of perceived brand quality and the moderation effect of consumer ethnocentric tendency in the proposed consumption model of a global sports brand. The English Premier League was selected as a global sports brand and four hypotheses were established to explain how consumers' perceived brand globalness affected their watching intention. Data were collected from 302 collegians in Republic of Korea. Results showed that perceived brand quality partially mediated the relationship between perceived brand globalness and watching intention, and ethnocentrism played a moderating role. The findings contribute to our understanding of consumption activities of global sport brands.
Details
Keywords
Jie Yang, Jieqiong Ma, Mark Arnold and Krittinee Nuttavuthisit
In today’s highly globalized marketplace, it is increasingly important to understand why some consumers prefer luxury goods. This study aims to further explore the relationship…
Abstract
Purpose
In today’s highly globalized marketplace, it is increasingly important to understand why some consumers prefer luxury goods. This study aims to further explore the relationship between consumers’ global identity, their perceived functional, individual and social value of luxury and their intentions to purchase luxury.
Design/methodology/approach
Samples from two substantially different cultures, the USA and China, were used to explore the proposed relationships in an intercultural context. Established scales were adapted to measure each of the constructs of interest. The final sample includes 295 US and 247 Chinese participants.
Findings
By using samples from the USA and China, this study finds that global identity is positively related to purchase intention of luxury products, mediated by perceived functional, individual and social value of luxury.
Originality/value
Drawing insights from self-verification theory, this research provides a three-path framework to expand the knowledge of consumers’ motivation to purchase luxury.
Details