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Book part
Publication date: 12 September 2022

Hester Van Herk and Sjoukje P. K. Goldman

In business and management, cross-national and cross-cultural comparisons between countries have been a topic of interest for many decades. Not only do firms engage in business in…

Abstract

In business and management, cross-national and cross-cultural comparisons between countries have been a topic of interest for many decades. Not only do firms engage in business in different countries around the world but also within countries. The population has become more diversified over time, making cross-cultural comparisons within country boundaries increasingly relevant. In comparisons across cultural groups, measurement invariance (MI) is a prerequisite; however, in practice, MI is not always attained or even tested. Our study consists of three parts. First, we provide a bibliometric analysis of articles on cross-cultural and cross-national topics in marketing to provide insight into the connections between the articles and the main themes. Second, we code articles to assess whether researchers follow the recommended steps as outlined in the multigroup confirmatory factor analysis (MGCFA) approach. The results indicate that MI testing is incorporated in the toolbox of many empirical researchers in marketing and that articles often report the level of invariance. Yet, most studies find partial invariance, meaning that some items are not comparable across the cultural groups studied. Researchers understand that MI is required, but they often ignore noninvariant items, which may decrease the validity of cross-cultural comparisons made. Third, we analyze the dissemination of MI in the broader literature based on co-citations with Steenkamp and Baumgartner (1998), a widely cited article on MI in the field of marketing. We conclude by noting methodological developments in cross-cultural research to enable addressing noninvariance and providing suggestions to further advance our insight into cross-cultural differences and similarities.

Article
Publication date: 12 September 2016

Joost Bücker, Olivier Furrer and Tanja Peeters Weem

The purpose of this paper is to assess the cross-cultural equivalence of the four-dimensional 20-item Cultural Intelligence Scale (CQS) and the two-dimensional 12-item cultural

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Abstract

Purpose

The purpose of this paper is to assess the cross-cultural equivalence of the four-dimensional 20-item Cultural Intelligence Scale (CQS) and the two-dimensional 12-item cultural intelligence (CQ) short scale. Furthermore, the study elaborates on the results by discussing the differences between culturally equivalent and culturally non-equivalent items.

Design/methodology/approach

Data gathered from 607 students with a Chinese or Dutch background and mature international experience serve to test the cross-cultural equivalence of the CQS.

Findings

This study addresses the lack of clarity concerning the cross-cultural equivalence of the CQS in the extended domain of empirical research involving CQ. Furthermore, the consequences of the cultural equivalence tests are discussed.

Practical implications

Comparing CQ scores across cultures is only meaningful with the use of the adjusted, two-dimensional scale. Practitioners must be aware of the emic-etic character of the measurement instrument they use.

Originality/value

This study addresses the lack of clarity concerning the cross-cultural equivalence of the CQS in the extended domain of empirical research involving CQ. Furthermore, the consequences of the cultural equivalence tests are discussed.

Details

Journal of Global Mobility: The Home of Expatriate Management Research, vol. 4 no. 3
Type: Research Article
ISSN: 2049-8799

Keywords

Article
Publication date: 12 September 2016

Jackie L.M. Tam, Piyush Sharma and Namwoon Kim

This paper aims to examine the role that personal cultural orientations play in customer attributions in intercultural service encounters.

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Abstract

Purpose

This paper aims to examine the role that personal cultural orientations play in customer attributions in intercultural service encounters.

Design/methodology/approach

A conceptual model was developed depicting the relationships between service delivery outcome, personal cultural orientations and customer attributions. Data were collected from 640 Chinese and Western customers using scenario-based experiments in a restaurant context to assess the hypothesized relationships in the model.

Findings

The findings show that compared to service delivery success, customers tend to hold service employee and firm responsible for service delivery failure rather than themselves and cultural differences. Moreover, personal cultural orientations partially moderated the influence of the service delivery outcome on customer attributions.

Research limitations/implications

Future research could adopt different methodologies such as critical incident techniques and surveys to replicate the study.

Practical implications

Service firms are recommended to design programs to influence customer attributions such as “customer education programs” and “customer appreciation programs” to achieve high customer satisfaction.

Originality/value

This study examines the differences in customer attributions between successful vs unsuccessful service delivery. It also sheds light on the potential moderating role of personal cultural orientations on the relationship between service delivery outcome and customer attributions.

Details

Journal of Services Marketing, vol. 30 no. 6
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 21 June 2019

Arturo Briseño, Ana R. Leal, Eduardo Aguiñaga and Alfonso López-Lira

In this paper, empirical evidence is presented regarding the translation of the learning tactics inventory (LTI) instrument that measures learning versatility in entrepreneurs…

Abstract

Purpose

In this paper, empirical evidence is presented regarding the translation of the learning tactics inventory (LTI) instrument that measures learning versatility in entrepreneurs with four main learning strategies: acting, thinking, feeling or access to others. The purpose of this paper is to show how translating instruments from other languages and for cross-cultural studies is not sufficient to achieve instrument validity, and the use of structural equation modeling can help to strengthen the process.

Design/methodology/approach

After using iterative and multi-technique strategies that involved close translation and adaptation, structural equation modeling was also performed to validate whether relationships exist among the constructs and their variables using a confirmatory analysis.

Findings

After careful translation, the Spanish version of the LTI instrument does not measure the intended constructs. Such evidence was uncovered by contrasting the different dimensions of the English and Spanish translated versions.

Research limitations/implications

Instruments in cross-cultural studies require more than translation strategies to adapt the instrument to the new context. This paper shows that, with the use of structural equation modeling, constructs may change in different international contexts and how misinterpretations of the instrument can occur if additional validity tests are ignored.

Originality/value

Consistent with the extant literature, the findings suggest that, when studying a complex phenomenon such as learning through a survey developed in a different country and language, cultural factors should be explained to maintain construct validity. Hence, in entrepreneurship and management research, instruments such as the LTI need to be validated with confirmatory analysis to accurately reflect the different learning strategies of entrepreneurs across cultures.

Objetivo

En este artículo se presenta evidencia empírica sobre la traducción del instrumento referente al Inventario de Tácticas de Aprendizaje, el cual mide la versatilidad del aprendizaje entre emprendedores con 4 principales estrategias: acción, pensamiento, sentimientos y acceso a los demás. El objetivo del artículo es el mostrar cómo la traducción en estudios multiculturales no es suficiente para lograr la validez del instrumento, y como el uso de Ecuaciones Estructurales puede fortalecer el proceso.

Diseño/metodología/enfoque

Tras utilizar múltiples técnicas e iterativas que involucran traducción cercana y adaptación, se utilizó la metodología de Ecuaciones Estructurales para validar relaciones entre constructos y variables mediante un análisis confirmatorio.

Resultados

Se ha demostrado que, aún y con una traducción cuidadosa, el instrumento no refleja los constructos de la versión en inglés. Dicha evidencia se encontró al analizar las diferentes dimensiones entre las versiones en inglés y en español.

Limitaciones de la investigación/implicaciones

Los instrumentos en estudios multiculturales requieren más que una traducción para adaptarse a nuevos contextos. El presente artículo muestra con el uso de Ecuaciones Estructurales los constructos pueden cambiar en contextos internacionales diversos; así como que las interpretaciones erróneas del instrumento pueden acontecer si los estudios de validez de constructo son ignorados.

Originalidad/valor

Alineado a la literatura existente, los resultados sugieren que al estudiar un fenómeno como el aprendizaje en un contexto diferente al de la creación del instrumento, los factores culturales deben tomarse en cuenta con el objetivo de mantener la validez de constructo. Por tanto, en investigaciones sobre emprendimiento y administración, instrumentos como el Inventario de Tácticas de Aprendizaje deben validarse con un análisis confirmatorio con el objetivo de reflejar adecuadamente las diferentes estrategias de aprendizaje entre culturas.

Palabras clave

Transcultural, México, Emprendedores, Aprendizaje, Pruebas, Traducción

Tipo de artículo

Artículo de investigación

Objetivo

Neste artigo, são apresentadas evidências empíricas sobre a tradução de um instrumento relacionado ao Inventário de Táticas de Aprendizagem, que mede a versatilidade de aprendizagem entre os empreendedores através de 4 principais estratégias: ação, pensamento, sentimentos e acesso a outros. O objetivo do artigo é mostrar como a tradução em estudos multiculturais não é suficiente para alcançar a validade do instrumento, de modo que o uso de Equações Estruturais pode fortalecer o processo.

Design/metodologia/abordagem

Além de utilizar múltiplas técnicas e estratégias iterativas envolvendo tradução e adaptação próximas, a metodologia da Equação Estrutural foi usada para validar as relações entre construtos e variáveis, envolvendo análises confirmatórias.

Resultados

Se demonstrou que, mesmo com uma tradução cuidadosa, o instrumento não reflete os construtos da versão em inglês. Essa evidência foi encontrada ao analisar as diferentes dimensões entre as versões em inglês e espanhol.

Limitações de pesquisa/implicações

Instrumentos em estudos multiculturais requerem mais do que uma tradução para se adaptar a novos contextos. O presente artigo mostra que, com o uso de equações estruturais, os construtos podem mudar em diversos contextos internacionais; assim como as interpretações errôneas do instrumento podem acontecer se os estudos de validade de construto forem ignorados.

Originalidade/valor

Alinhados à literatura existente, os resultados sugerem que, ao estudar um fenômeno como a aprendizagem em um contexto diferente da criação do instrumento, fatores culturais devem ser levados em conta para manter a validade de construto. Portanto, em pesquisas sobre empreendedorismo e administração, instrumentos como o Inventário de Táticas de Aprendizagem devem ser validados com uma análise confirmatória com o objetivo de referenciar adequadamente as diferentes estratégias de aprendizagem entre culturas.

Palavras-chave

Intercultural, México, Empreendedor, Aprendizagem, Testar, Tradução

Tipo de artigo

Artigo de pesquisa

Details

Management Research: Journal of the Iberoamerican Academy of Management, vol. 17 no. 1
Type: Research Article
ISSN: 1536-5433

Keywords

Article
Publication date: 1 February 2005

Patrick S. Poon, Felicitas U. Evangelista and Gerald Albaum

The objective of this paper is to compare the management style of marketing managers in Australia with the counterparts in the People's Republic of China (PRC).

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Abstract

Purpose

The objective of this paper is to compare the management style of marketing managers in Australia with the counterparts in the People's Republic of China (PRC).

Design/methodology/approach

Based on the differences in cultural dimensions and context, five hypotheses related to management decision‐making styles were developed and tested by questionnaire survey. Sixty seven valid Australia samples and 104 valid Chinese samples were obtained through mail survey and personal interviews, respectively.

Findings

Results show that PRC managers have significantly higher scores in the five management style dimensions (namely: information utilization, complexity, group decision‐making, risk acceptance and technology orientation) than their Australian counterparts.

Research limitations/implications

The research is limited by the small sample size. The findings may be limited by measurement equivalence issues and further investigation of management style differences across more countries is clearly needed.

Practical implications

The findings of this study provide useful insights into the differences in the management style of marketing managers in the two countries. It is possible to predict management style differences based on a comparison of cultural differences in a systematic way.

Originality/value

This paper contributes to the literature in international marketing and management. It is imperative for managers to understand how cultures affect the management style of the managers they interact with as well as their own. The study serves as a guideline for studying other cultures, which is especially relevant for companies that are seeking to expand their strategic alliance operations.

Details

International Marketing Review, vol. 22 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 6 January 2021

Emily Fulcher and Helen Pote

Since its initial development, numerous mental health literacy (MHL) definitions and associated measures have been created which have yet to be adequately evaluated. This paper…

Abstract

Purpose

Since its initial development, numerous mental health literacy (MHL) definitions and associated measures have been created which have yet to be adequately evaluated. This paper aims to evaluate the psychometric properties of global MHL measures with the aim of identifying the most valid, reliable, responsive and interpretable measure.

Design/methodology/approach

A systematic review was conducted of studies that evaluated global MHL measures against at least one of the COnsensus-based Standards for the selection of health Measurement INstruments (COSMIN) taxonomy properties; validity, reliability, responsivity or interpretability.

Findings

In total, 13 studies were identified which examined the psychometric properties of 7 MHL measures. Two of these seven measures were vignette format and the remaining five measures were questionnaires. The mental health promoting knowledge-10 and the multicomponent mental health literacy measure were the most psychometrically robust global MHL measures as they had the most psychometric properties rated as adequate. Both were shown to have adequate structural validity, internal consistency and construct validity. The two vignette measures, the MHL tool for the workplace and the vignette MHL measure, were both shown to only have adequate evidence for construct validity.

Originality/value

The current study is the first to systematically review research that evaluated the psychometric properties of global measures of MHL.

Article
Publication date: 28 April 2020

Saima Ahmad, Syed Fazal-e-hasan and Ahmad Kaleem

This paper empirically addresses the question of whether the meaning of ethical leadership is constant across cultures. Drawing on the implicit leadership theory (ILT), we examine…

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Abstract

Purpose

This paper empirically addresses the question of whether the meaning of ethical leadership is constant across cultures. Drawing on the implicit leadership theory (ILT), we examine whether people in Australia and Pakistan respond to perceived ethical leadership in a similar or different manner. By comparing employees' interpretation of the key attributes associated with ethical leadership, we advance construct-specific knowledge in cross-national contexts.

Design/methodology/approach

Since meaningful cross-country comparisons of a research construct require an equivalent measurement of it, we examine the issue of cross-cultural measurement invariance of ethical leadership. Specifically, this study explores the configural, metric and scalar invariance of ethical leadership by obtaining data from matched international samples.

Findings

The findings broadly support cross-cultural generalisability of the construct's meaning and cross-cultural transferability of the ethical leadership scale (ELS). They suggest that measures of ethical leadership constructs should be used in different cultures with caution because significant differences may exist at the item level.

Originality/value

This study provides cross-cultural endorsement to the construal of ethical leadership by presenting evidence that supports convergence in the construct's meaning across Eastern and Western cultures. The study has enhanced the construct validity of ethical leadership through the use of the refined multiple-sample analytical approach. Previous studies have assumed that measures of ethical leadership are invariant across various contexts. However, this is the first study to employ a robust methodological technique (metric and path invariance) that demonstrates the significant difference between each item and path and generalises the validity of ethical leadership construct and its measures by using international samples.

Details

International Journal of Manpower, vol. 41 no. 8
Type: Research Article
ISSN: 0143-7720

Keywords

Article
Publication date: 17 August 2015

Fuan Li, Lan Xu, Tiger Li and Nan Zhou

The purpose of this paper is to provide further validation of an alternative measurement model of brand trust and demonstrate the robustness and measurement invariance of the…

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Abstract

Purpose

The purpose of this paper is to provide further validation of an alternative measurement model of brand trust and demonstrate the robustness and measurement invariance of the model in a cross-cultural context.

Design/methodology/approach

Survey data collected from the USA and China were submitted to the alternative measurement model. Amos 7.0 was used in testing the robustness and stability of the proposed model.

Findings

The results provide strong support for the stability and robustness of the alternative model. The multidimensional scale satisfies the minimum requirement of configural invariance and metric invariance.

Research limitations/implications

The findings confirm that the multidimensional scale of brand trust can be meaningfully used in countries with distinct cultures. However, further testing may be needed given that the present study involves only two countries.

Practical implications

Overall brand trust is shown to be a function of consumers’ trust in specific aspects of a brand. Thus, it is imperative that brand managers make every effort to build consumers’ trust in performance competence and/or benevolent intention.

Originality/value

The present research demonstrates the robustness of the alternative measurement model of brand trust. It also exemplifies a way of testing a measurement model that involves a second-order construct and formative indicators.

Article
Publication date: 1 November 2002

Boonghee Yoo and Naveen Donthu

The purpose of this study is to explore the cross‐cultural generalizability of Yoo et al.’s brand equity creation process model. A two‐step approach is introduced and used to test…

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Abstract

The purpose of this study is to explore the cross‐cultural generalizability of Yoo et al.’s brand equity creation process model. A two‐step approach is introduced and used to test the factorial invariance of the model cross‐culturally. The results reveal which marketing efforts and brand equity dimensions have invariant effects on brand equity across the US and Korean samples. Specifically, brand loyalty and perceived product quality do not have an invariant effect on brand equity, while brand awareness/associations have an equivalent effect. Price and store image show an equivalent, positive effect on perceived quality; distribution intensity has an equivalent, positive effect on both perceived quality and brand loyalty; and price deals have an equivalent, negative effect on both perceived quality and brand awareness/associations. But advertising has a quite different effect on brand equity. The between‐group differences in the brand equity formation process are explained from a cultural perspective.

Details

Journal of Product & Brand Management, vol. 11 no. 6
Type: Research Article
ISSN: 1061-0421

Keywords

Article
Publication date: 5 September 2008

Kittichai (Tu) Watchravesringkan, Ruoh‐Nan Yan and Jennifer Yurchisin

In response to the impact of market globalization and concerns over the universality of marketing measures, this study seeks to examine the measurement invariance of consumers'…

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Abstract

Purpose

In response to the impact of market globalization and concerns over the universality of marketing measures, this study seeks to examine the measurement invariance of consumers' price perception scales cross‐culturally with samples drawn from four Eastern Asian countries, i.e. China, South Korea, Taiwan, and Thailand, using multigroup confirmatory factor analysis (MGCFA). In addition, this study further examines the differences and similarities in the mean levels of consumers' price perceptions across the four samples.

Design/methodology/approach

A convenience sample of undergraduate college students was employed. A total of 958 students with business‐related majors completed a questionnaire in Beijing, China; Seoul, South Korea; Tainan, Taiwan; and Chonburi, Thailand.

Findings

Having established psychometric properties and demonstrated the partial scalar invariance of measurements and structural parameters, the results indicated that the consumers' price perception scale containing five dimensions (i.e. price‐quality schema, prestige sensitivity, value consciousness, sale proneness, and price mavenism) appears to be useful in Eastern Asian cultures. In addition, results of latent mean comparison revealed not only some similarities but also differences related to the five dimensions of price across the four Eastern Asian samples.

Research limitations/implications

The main limitation is the issue of generalizability of the findings because of the use of student samples.

Originality/value

This study is among the first to examine cross‐cultural invariance of consumers' price perception within Eastern Asian countries using MGCFA.

Details

International Journal of Retail & Distribution Management, vol. 36 no. 10
Type: Research Article
ISSN: 0959-0552

Keywords

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