Search results

The purpose of this paper is to empirically assess the impact of branding strategies on horizontal and downward line extensions of French luxury brands in a cross-national context (France vs USA).

This study is based on a two line extensions (horizontal/downward) × three branding strategies (direct brand/sub-brand/standalone brand) x two country (France/USA) between-subjects ANOVA design.

The study shows that the subtyping effect created by a sub-branded luxury downward line extension tends to be rated similarly to a direct branded extension which oppose previous beliefs put forward in non-luxury settings. In contrast, a new independent/standalone extension fully uses the subtyping effect which helps attenuate this risk related to luxury downward stretches. The study also found that the effect of gender in cross-national settings must always be taken into consideration as significant variations occur in the process.

The study covers two countries but should be replicated in other cross-national contexts.

This study helps marketing managers of luxury brands make a better decision when it comes to launching vertical line extensions (upscale/downward) by carefully using types of branding strategies and relevant communications whether women and/or men are targeted in cross-national contexts.

This study breaks new ground in the international luxury literature by providing key theoretical and managerial insights in terms of launching new downward line extensions with the proper use of branding strategies when targeting specific genders.

Given the high uncertainty in the quality perception of experiential products, manufacturers use signals to influence consumers’ decisions. In the movie industry, literature shows that performance of the main channel (e.g. cinema) strongly influences the performance of auxiliary channels (e.g. DVDs). The success of a movie in the home country is also to be resonated by its good performance in host countries. However, the cultural contingency of these success-breeds-success (SBS) effects has not been examined. This paper aims to test the influence of cultural values on the SBS effects across channels and countries.

Borrowing concepts from the signaling literature and analyzing DVD sales data from six international markets using a multilevel mixed-effects model, the study finds that culture plays a significant role to influence both SBS effects.

In countries with low power distance, short-term orientation and high indulgence, consumers who purchase from auxiliary channels are more likely to be influenced by the box office performance of movies. Meanwhile, cultural distance between the home and host nations significantly decreases the cross-national SBS effect.

The findings are likely to be generalized to online auxiliary channels of movies, but empirical testing is required to ensure that no major adaptation is required in the process. Future research can also extend the framework of this paper to include more countries into the analysis and investigate cultural variables beyond Hofstede’s dimensions.

This paper suggests that the SBS effects may vary across nations. When managers plan for the sequential distributions of experiential products, the cultural values of target markets should be considered to decrease the uncertainty in sales prediction.

This paper contributes to the existing literature by investigating the international auxiliary channels of movies and incorporating cultural values into the framework of sequential distributions. To the best of the authors’ knowledge, this study is the first to test the links between the main and auxiliary channels from an international marketing perspective.

In survey methodology, it is well-known that interviewers can have an impact on the registered answers. This paper aims to focus on one type of interviewer effect that arises from the differences between interviewers in the systematic effects of each interviewer on the answers. In the first case, the authors evaluate interviewer effects on the measurement of alcohol consumption in European countries. The second case is about the interviewer effects on the respondents’ tendency to (non)differentiate their responses and the consequences of this response style for the correlation between variables.

The interviewer effects are evaluated by means of interviewer variance analysis. Because respondents are nested within interviewers, we can specify a two- or three-level random intercept model to calculate the proportion of variance explained by the interviewers. Data from the seventh round of the European Social Survey are used.

The results in the first case show that the substantive conclusions about the effect of gender and education on the alcohol measures continue to hold when interviewer effects are taken into account. The results of the second case make clear that interviewer effects on attitudinal questions are considerable. There is also a significant effect of the interviewers on the degree that respondents differentiate their responses. The results also illustrate that correlations between attitudinal variables are influenced. This also implies that the results of statistical procedures using a correlation or covariance matrix can be strongly influenced by the tendency to (non)differentiate and the interviewers’ impact on this tendency.

The results clearly demonstrate that there are considerable differences between countries concerning the impact of the interviewers on substantive variables. Cross-national differences are striking and the importance and necessity to evaluate interviewer effects in a cross-national survey becomes clear.

The purpose of this paper is to focus on the influence of national cultural dimensions on the evolution of national innovation adoption over time. The paper considers the moderating effects of national wealth, population density and illiteracy rate on the role of cultural dimensions in the timing of innovation takeoff in national markets.

The empirical study investigates 137 national innovation adoption time series; the dependent variable being the time it takes for innovation adoption to take off. The independent variables are Hofstede's five cultural dimensions and the moderating variables are gross domestic product (GDP), population density and illiteracy rate.

The outcome of the study shows that cultural dimensions have a greater influence on takeoff time in countries with highly developed economies, dense populations and low illiteracy rates. The study also shows that especially the cultural dimension of individualism has a significant context independent influence on takeoff dynamics, whereas masculinity has no such effect.

The paper provides evidence that the influence of cultural dimensions may be more complex than previously believed. Contribution of the research to the academic community especially lies in results regarding moderation effect of GDP, population density and illiteracy. Other independent and moderating variables could provide useful subjects for further research.

The results of this study could assist companies conducting business in cross‐national settings in planning their international operations in such areas as designing marketing promotions and deciding the entry order into national markets. Especially, useful the results are in pre‐takeoff phase of the evolution of innovation adoption.

The paper extends our understanding of the relationship between the national cultural dimensions and the early evolution of innovation adoption. Incomplete understanding of the cross‐national dynamics of the innovation adoption takeoff is scrutinized and the findings support earlier research that cultural dimensions affect adoption dynamics. The study demonstrates that the influence of cultural dimensions may be dependent on and moderated by other national attributes.

Drawing on organization theory perspectives, this chapter investigates how multinational enterprises (MNEs) based in different home countries influence each other's foreign entry decisions. The proposition that the subsidiaries of multinationals from different countries constitute a reference environment and that this environment provides important information for potential new entrants was tested with panel data on foreign entries from 55 home countries into China from 1979 to 1995. The rate of new entries from a focal home country was found to correlate with the number of foreign subsidiaries already established by firms from other home countries with cultures similar to that of the focal home country. This was interpreted as reflecting transnational learning and competition. Uncertainty derived from home-host-country trade ties and cultural differences was shown to moderate this transnational mimetic learning.

The purpose of this paper is to examine the impact of corporate social responsibility (CSR) on customer relationship quality (RQ) based on three main aspects of RQ, namely, satisfaction, trust and commitment.

A quantitative meta-analysis of 80 unique effect sizes reported in 60 articles (n = 27,805) was conducted to determine effect sizes of the relationship between CSR and the aspects of RQ of the customer. Furthermore, the economic development has been examined as potential moderators between CSR and RQ.

Meta-analysis suggests that a positive relationship between CSR and the three studied aspects of RQ is well established; however, the strength of studied relationships has revealed variations in magnitude. Customer commitment was affected by CSR (r = 56) the most, closely followed by customer trust (r = 0.52), while customer satisfaction (r = 0.44) was affected the least. Moreover, the result of meta-regression shows that the economic development moderates only one relationship, CSR and trust.

Presenting a summary of the direction of primary research on the relationship between CSR and RQ, as no prior meta-analysis on the primary relationship has been conducted till date (to the best of the authors’ knowledge).

Given the increasing global focus of many aspects of our society, researchers have taken significant steps in understanding the impact of culture on various psychological states. This review focuses on the stressor–strain relationships within the context of cross-cultural and cross-national studies. Using research findings from the United States as a baseline, we identify common and unique themes concerning the stressor–strain relationships between different countries, and clarify the differences between cross-national and cross-cultural studies. Furthermore, we consider cross-cultural and cross-national occupational stress research from an individual differences perspective. We encourage future studies to adopt this perspective and carefully consider the implications of cultural values on occupational stress research at the individual, group, and country levels.

Prior research shows that stratification of future adult opportunities influences stratification in the academic performance of students. This perspective is used to generate hypotheses regarding the sources of cross-national gender differences in mathematics performance. These hypotheses are tested using multivariate and multilevel analyses of adult opportunities for women and cross-national differences in mathematics performance by gender. This future opportunity perspective is expanded to take into account the historical incorporation of women in modern nation-states through institutionalized mass schooling emphasizing egalitarian ideals. Results indicate a cross-national shift in the direction of less gender inequality in overall school mathematics performance. However, gender inequality is more evident in the advanced 12th grade mathematics. The results of a more specialized analysis of the advanced 12th grade mathematics are compared with the earlier findings regarding mathematics performance.

Improving the nutritious quality of diets for individuals and populations is a central goal of many public health advocates and intergovernmental organizations. Yet the outcome of healthy eating has been shown to systematically vary across individual-level socioeconomic lines, and across countries in different locations of the food system. We therefore assess variation in the association between eating nutritionally dense fresh fruits and vegetables and both self-rated health (SRH) and body mass index (BMI) across individual income and country locations in the food system.

We use nationally representative survey data from 31 countries drawn from the International Social Survey Programme’s 2011 Health module. We estimate the effect of the frequency of eating fresh fruits and vegetables using random-intercept, random-coefficient multilevel mixed-effects regression models.

We confirm that eating nutritionally dense fresh fruits and vegetables frequently associates with more positive health outcomes. However, this general conclusion masks substantial individual- and country-level heterogeneity. For both SRH and BMI, the largest beneficial associations are concentrated among the most affluent individuals in the most affluent countries. Moving away from either reduces the positive association of healthy eating.

Our results provide an important wrinkle for policies aimed at changing the nutritional quality of diets. Adjustments to diets without taking into account fundamental causes of socioeconomic status will likely be met with attenuated results.

We compare two important health outcomes across a wide variety of types of countries. We demonstrate that our main conclusions are only detectable when employing a flexible multilevel methodological design.

Extending the holistic research on corporate reputation (CR), the authors examine whether and how single CR dimensions affect consumers' intentional loyalty toward multinational corporations (MNCs) across nations. They study the dimensions of the predominant customer-based CR scale of Walsh and Beatty (2007): customer orientation, product range quality, social/environmental responsibility, good employer and reliability/financial strength. Furthermore, important country-level moderators – embeddedness and country development – are studied.

The authors refer to hierarchical data on 32,811 consumer evaluations of a MNC in 44 countries using the still novel method of multilevel structural equation modeling.

The results underscore a strong relationship between CR in general and consumers' loyalty but identify different effects for the CR dimensions (e.g. product quality, social/environmental responsibility dominate). The important national institutions reinforce or diminish some – but not all – effects of the CR dimensions.

The results are of importance for finer-grained cross-national reputation management. Studying both national culture and country development shows that MNCs face tradeoff decisions. Accordingly, the authors provide a country portfolio, which offers options for standardized operations in groups of countries with similar country characteristics and CR effects.

Disentangling the five CR levers emphasizes that CR is not a pure signal of quality. Two main levers emerge: one stable across countries and one strongly depending on a country's degree of country development, for example. A finer-grained management of CR signals across nations is possible, especially in emerging countries, with increasing importance for MNCs.