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The essence of “Chinese element” has been pinpointed as the representation of national cultural archetype resource of China, which reflects to the overall power enhancement of China. Applying the Chinese national cultural archetype resource, which will be used for promoting the Chinese Brand internationalization, aims for the consumers' approval with the hope of integrating and spreading the unique cultural advantage of Chinese brand. The recognizing of Chinese brand's cultural archetype in this paper has constituted the basis of Chinese brand's cultural archetype strategy.

Based on the Grounded Theory, this paper has collected and analyzed the value symbols, character images and theme stories of Chinese narrative advertisements and constructed the cultural archetype framework of Chinese brands. This paper makes a comprehensive application of Charmaz's constructivist analysis and the main axis analysis and inspection method advocated by Strauss, with the aim of building a more objective and systematic theoretical framework for the Chinese brand cultural archetype.

In this framework, it revealed: (1) Chinese brand's cultural archetype can be divided into 12 concrete archetypes according to individual's relationship with self, the other, community and nature; (2) Consumers' different ways of self-categorization are attributed as the essential difference among various archetypes. This paper also compared and analyzed the differences between Chinese and Western cultural archetypes from three perspectives, formation of social structure, pedigree of myth and character's feature.

This paper has certain innovative significance to the theoretical construction of the archetype of Chinese brand culture. First, based on the cultural perspective, this paper applied the cultural psychological connotation of archetype to the brand research across culture, which is more conducive to the researchers' investigation of the cultural psychology of consumers in the cross-cultural context? Second, based on the identification and comparative study of Chinese brand culture archetype, it provides a new expansion and supplement for the research on brand internationalization and globalization in emerging countries.

The purpose of this paper is to explore the professional dilemmas of historians of education in the USA.

This paper uses historiographical analysis.

While some aspects of both “prophet” and “fool” cultural archetypes fit some historians of education, neither archetype is a useful model for discussing the possible professional positions and roles of new scholars. Instead, “border-crossing” is an appropriate metaphor for new scholars in the history of education.

This manuscript addresses a topic of concern to many historians of education in multiple countries. It moves beyond material concerns of intellectuals to discuss the cultural archetypes that may be at play.

The purpose of this paper is to consider a psychoanalytic explanation for the challenges facing social entrepreneurs in Scotland.

A qualitative approach was used, in an exploratory study involving semi‐structured interviews with, and observation of, a purposive sample of social entrepreneurs.

Respondents exhibited a sense of splitting between the archetype of hard driving business leader and that of social reformer. One respondent was able successfully to integrate the two roles through an intuitive understanding of psychodynamic processes.

This was an exploratory study with a small sample.

In a period of financial challenge for the UK economy, presenting new challenges for social enterprises, the findings add to researchers' understanding of apparently irrational responses to change.

There is limited research into the impact of archetypes on business behaviours and the paper aims to extend the literature.

The purpose of this paper is to provide a methodological approach to understanding key influencers of Millennials and other generational cohorts. The approach identifies adults' implicit consumer preferences based on their early childhood cultural experiences.

This paper draws from research in the area of generational studies, implicit psychological processing, and consumer preferences to propose a method of identifying and confirming key influencers of generational cohorts' implicit preferences.

A more complete understanding of Millennials and other generational cohorts can be gleaned by complementing current methodological approaches with the one proposed in this paper.

As preliminary research has just begun using this model, additional research is needed to confirm the theoretical work and association between early childhood influencers and actual purchasing behaviors.

The identification of early childhood influencers can be used by businesses for their current marketing strategies with Millennials and other generational cohorts or for product development/updates in anticipation of cohorts “aging into” target markets.

The approach proposed in this paper is innovative in its integration of generational cohort analysis with empirical approaches to measuring implicit consumer preferences.

This paper aims to explain a celebrity’s deep resonance with consumers by unpacking the individual constituents of a celebrity’s polysemic appeal. While celebrities are traditionally theorised as unidimensional semiotic receptacles of cultural meaning, the authors conceptualise them here instead as human beings/performers with a multi-constitutional, polysemic consumer appeal.

Supporting evidence is drawn from autoethnographic data collected over a total period of 25 months and structured through a hermeneutic analysis.

In rehumanising the celebrity, the study finds that each celebrity offers the individual consumer a unique and very personal parasocial appeal as the performer, the private person behind the public performer, the tangible manifestation of either through products and the social link to other consumers. The stronger these constituents, individually or symbiotically, appeal to the consumer’s personal desires, the more s/he feels emotionally attached to this particular celebrity.

Although using autoethnography means that the breadth of collected data is limited, the depth of insight this approach garners sufficiently unpacks the polysemic appeal of celebrities to consumers.

The findings encourage talent agents, publicists and marketing managers to reconsider underlying assumptions in their talent management and/or celebrity endorsement practices.

While prior research on celebrity appeal has tended to enshrine celebrities in a “dehumanised” structuralist semiosis, which erases the very idea of individualised consumer meanings, this paper reveals the multi-constitutional polysemy of any particular celebrity’s personal appeal as a performer and human being to any particular consumer.

This study aims to determine cultures as personalities and investigates whether similarities or dissimilarities compared to the respondent’s own personality (actual self) are more attractive. The objectives are to identify the culture personality dimensions relevant for destination choice and to investigate the effect of congruity between perceived actual self and perceived culture personality on the evaluation of the examined cultures as ideal destinations. In this manner, numerous participants in the tourism industry may gain more specific insights into certain segments, while communication related to the specific culture can be targeted more efficiently.

A culture personality scale was developed by identifying the five relevant dimensions (three items in each). To measure actual self, the same 15 scale items were used. In the framework of the current research, 238 respondents evaluated the Turkish and French culture personality and their own personality.

Results show that for both cultures highly similar personality structures can be observed; incorporating dimensions such as competence, interpersonal approach, aura, life approach and rectitude. In relation to congruity theory, the authors found that the effect of the similarity between perceived culture personality and actual self is marginal. Instead, results show that the more positively culture personality is perceived relative to perceived actual self, the more positive the attitude respondents have towards cultures as destinations.

The generalizability of the results is subject to some limitations due to the student sample.

Both the developed scale and the revealed effects contribute to the research field.

The aim of this study is to explore and understand corporate governance patterns in family firms across Latin America. This is in response to several calls in the academic literature urging for more empirical studies in corporate governance in developing regions.

Following a configurative perspective, a hierarchical cluster analysis is applied to a sample of the 155 largest Latin American family firms.

The authors identify three main corporate governance configurations across Latin American countries. First, the exported governance model resembles many characteristics of Anglo-American and Continental Europe governance patterns of public listed control, having independence from the board of directors, and mainly hiring non-family management. Second, the super-familial governance model describes private ownership where one or multiple families control both the board of directors and the top-management team. Finally, the hybrid governance model is the largest cluster identified in the sample and combines governance characteristics of both of the foregoing configurations. This configuration exhibits ownership structured through public offerings of shares combined with leadership of the board of directors by a family member as well as moderate family influence on the board and management.

This is the first study to investigate corporate governance in the largest listed and privately-owned family firms in Latin America. The article extends the conversation on family firm heterogeneity and contributes to the configurative approach in the family business field by offering a cross-country perspective and identifying meaningful taxonomies that are applicable beyond national boundaries.

The purpose of this paper is to define a new methodology for designing corporate learning for a global audience and to provide a case study of that methodology in action. The Global Learning Archetypes approach adapts well-established cultural preference models and combines them with insightful learning models. The result is three primary Global Learning Archetypes and six secondary archetypes that allow training to be designed once and used around the world.

The Global Learning Archetype approach was created by evaluating well-established global cultural preferences models, integrating them with a proprietary learning criteria model, and developing a model for rapidly and cost-effectively creating learning for multiple geographies. Additionally, a case study illustrates both the challenges and successes when implementing this model in a large global corporation.

Most organizations create global learning either by creating content in their “home” location and then adapting it for other locations, or by distributing a single version of content and trusting local facilitators to provide context for it. The first method is expensive and time-consuming; the second method is risky and unreliable. The Global Archetype method provides for creating learning interactions that are appropriate for multiple geographies in a single effort.

Most large organizations are global, and smaller organizations increasingly have a global footprint. According to Fortune Magazine, the Fortune Global 500 are headquartered in 37 different countries and do business in over 150 different countries. An Institute for the Future/Intuit study notes that by 2018, half of all US small businesses will be involved in international trade. CSA Research observes that businesses spend about US$31 billion a year on localization. A method for providing global learning in both an impactful and cost-effective way is clearly necessary.

The Global Learning Archetypes method is comparatively new, but it draws from well-established and well-vetted content on worldwide cultural preferences and on effective learning criteria. As such, it is a valuable synthesis of the proven and the innovative. Far more than a conceptual model, the Global Archetypes have been used by some of the largest organizations in the world; a case study of one such implementation is provided in this paper.

The purpose of this paper is to analyze customers’ perceptions about brand personality in different cultural environments, checking if the archetypal framework of Mark and Pearson (2001) applies to different brands across countries.

The authors measured consumers’ perceptions in different cultural contexts through a survey, and received 537 valid questionnaires from Portugal, Brazil, Colombia and Peru, countries that have some similar indicators of cultural proximity. The authors wanted to verify if the words and sentences that respondents related to each brand were coherent with the archetype/brand, and the homogeneity of the results in different cultural contexts.

Empirical evidence shows that there is proximity between the literature review and the associations – words and sentences – that consumers from different countries make with those brands. This consistency of results is significantly higher for word associations.

Regardless of the results, the perceptions of consumers expressed through the selected words were often diverse and heterogeneous among countries. This could possibly indicate insufficient efforts from global brands toward a coherent brand personality/global-archetypal approach. Therefore, managing brand personality deserves more attention and marketers must understand consumer behavior patterns in different markets.

Much research on information technology (IT) emphasizes the rational aspects of IT use. However, cultural analyses have considered IT as a symbolic artifact open to social interpretation. This article presents findings from ethnographic studies of two large insurance organizations to illustrate how cultural assumptions about IT are implicated in IT management. We employ the metaphor of magic as an interpretive lens to generate five archetypes of IT culture: the revered, controlled, demystified, integrated, and fearful IT cultures. Each of these archetypal cultural patterns reflects different assumptions about the “magic” of IT and the “wizards” who control its powers. These patterns are similar to social responses to the unknown that have been found in human cultures for hundreds of years. The metaphor itself was drawn from the language of the two organizations. All five archetypes were manifest in both of the companies studied, suggesting that organizations do not necessarily develop unified symbolic meanings of IT. Although separately each archetype invites novel insights into the management of IT in organizations, together they reveal even deeper interpretations consistent with contemporary theories of cultural differentiation and fragmentation.