Search results

1 – 10 of 11

Abstract

Details

International Marketing Review, vol. 34 no. 4
Type: Research Article
ISSN: 0265-1335

Article
Publication date: 1 April 2022

Jiaxun He and Jiaye Ge

This study aims to investigate how brand innovativeness and national traditions influence perceived brand globalness and brand competence by affecting Brand-Nation…

Abstract

Purpose

This study aims to investigate how brand innovativeness and national traditions influence perceived brand globalness and brand competence by affecting Brand-Nation Connection (BNC) in the changing world.

Design/methodology/approach

Besides the study of the development and validation of the BNC construct, this paper conducts two studies that use eight global brands from different categories to test hypotheses.

Findings

Two empirical studies show that brand innovativeness and national traditions have positive effects on BNC. Furthermore, technological turbulence moderates the impact of brand innovativeness on BNC, and cultural change moderates the relationship between national traditions and BNC. Meanwhile, BNC is an important determinant of perceived brand globalness, and both BNC and perceived brand globalness positively influence brand competence, with the former exerting a stronger effect.

Practical implications

The findings highlight that in the changing world, the coexistence of brand innovation and cultural traditions through strategic management is essential for brand competence. They also provide guidelines for emerging global brands to incorporate nation-related cues and global signals in their brand positioning to reinforce brand competence.

Originality/value

This study contributes to understanding how brand innovation and cultural traditions create value for emerging global brands in a rapidly changing environment. It also provides implications regarding how BNC helps emerging market brands to go global, and it presents a new understanding that both nation-level brand status and perceived brand globalness are signals that convey brand competence.

Details

International Marketing Review, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 18 October 2019

Haiyang Huang and Jiaxun He

Synthesizing the unique Confucian cultural values and the common characteristics of emerging markets, the purpose of this paper is to examine how face drives consumers…

Abstract

Purpose

Synthesizing the unique Confucian cultural values and the common characteristics of emerging markets, the purpose of this paper is to examine how face drives consumers’ attitudes toward global consumer culture positioning (GCCP) as well as the moderating roles of social aggrandizement and susceptibility to normative influence (SNI).

Design/methodology/approach

The authors adopt the total effect moderation model to test the hypotheses using data collected from China.

Findings

The results show that face positively affects consumers’ attitudes toward GCCP through enhancing their pursuit for global myth. In addition, social aggrandizement positively moderates the influence of face on pursuit for global myth. SNI positively moderates the influence of pursuit for global myth on attitudes toward GCCP.

Practical implications

The findings of this study highlight the need to utilize local powers to promote brands globally and provide guidelines for “Think Globally, Act Locally” in Confucian societies.

Originality/value

This study represents an important step in the global branding literature regarding the advancement of culturally driven attitudes toward GCCP by taking root in the Confucian culture.

Details

International Marketing Review, vol. 38 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 10 July 2017

Jiaxun He and Cheng Lu Wang

The purpose of this paper is to investigate the influence of incorporating Chinese elements in global brands on consumer purchase likelihood.

4203

Abstract

Purpose

The purpose of this paper is to investigate the influence of incorporating Chinese elements in global brands on consumer purchase likelihood.

Design/methodology/approach

Six global brand products from three categories that utilized Chinese elements are used to test hypotheses. The Total Effect Moderation Model is used to analyze by combining moderation and mediation under a general analytical framework.

Findings

The results show that cultural compatibility has direct positive effect, in addition to an indirect effect (through local iconness) on purchase likelihood. Meanwhile, consumer cultural identity is found to moderate the impact of brand local iconness on purchase likelihood.

Practical implications

Evaluation and improvement of cultural compatibility in a global brand that incorporates Chinese elements is recommended for multinational marketers entering Chinese consumer markets. Meanwhile, marketers should pay attention to consumer cultural identity in the market segmentation process.

Originality/value

This paper takes a unique perspective to investigate whether and how global brands can succeed when adding local cultural elements to the product design, packaging and promotion in emerging markets like China.

Details

International Marketing Review, vol. 34 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 8 July 2020

Jiaxun He, Cheng Lu Wang and Yi Wu

This paper aims to provide an integrative review on nation branding literature and to identify new avenues for future research on embedding nation equity into commercial brands.

Abstract

Purpose

This paper aims to provide an integrative review on nation branding literature and to identify new avenues for future research on embedding nation equity into commercial brands.

Design/methodology/approach

Integrative review and analysis with conceptual development and future research directions.

Findings

The authors firstly identify conceptualizations and measurements of nation brand as national identity and as national image. Consistently, three theoretical perspectives investigating nation branding were given: first, the macro view focusing on nation brand broadly as political and cultural identity; second, the micro view focusing on nation brand as a country image; and finally, the integrative view using the emerging construct of nation equity. Inspired by the last theoretical view, the authors discuss four research foci that examine nation equity in commercial brands for future research.

Originality/value

The paper provides an integrative understanding of nation branding and identifies novel research opportunities to study this research field – building the connection between nations and commercial brands through nation equity.

Details

International Marketing Review, vol. 38 no. 1
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 2 September 2019

Yi Wu, Yuanyuan Cai and Jiaxun He

The purpose of this paper is to examine how incidental emotions interact with brand concepts that are represented as human values to influence consumers’ attitude toward…

Abstract

Purpose

The purpose of this paper is to examine how incidental emotions interact with brand concepts that are represented as human values to influence consumers’ attitude toward brands. It also explores the effect of construal level on such interactional effect.

Design/methodology/approach

Three incidental emotion × brand concepts between-subject experiments were performed on consumers. The first two experiments used real brands as stimuli, while the third one featured a fictitious brand.

Findings

Results revealed that the motivational congruency between incidental emotions and brand concepts leads to favorable consumer responses toward the targeted brand by inducing an experience of fluency. However, such effect only emerges among consumers with a high construal level.

Originality/value

This paper provides a new insight about the effect of brand concept represented as human values by identifying the role of situational factors (incidental emotions) and personal factors (chronic construal level), which are also easily administered and applied in everyday marketing contexts.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 32 no. 6
Type: Research Article
ISSN: 1355-5855

Keywords

Article
Publication date: 2 November 2012

Jiaxun He

This study aims to fill in new evidence related to theoretical explanations on how perception of sincerity, excitement and sophistication relates to attitudes towards the…

1772

Abstract

Purpose

This study aims to fill in new evidence related to theoretical explanations on how perception of sincerity, excitement and sophistication relates to attitudes towards the different kinds of brand extensions, namely, horizontal extension and vertical extension.

Design/methodology/approach

Taking an established Chinese brand as a test object and a survey sample data from three cities in China, the strength of perception of brand personality and its effect on attitudes towards brand extension is tested. T‐test is used to analyze the data.

Findings

Results show that, a salient perception of personality “sincerity” is significantly favourable to downward extension, but has no significant effect on upward, near or far extension. A salient perception of personalities “excitement” and “sophistication” is significantly favourable to upward and far extension, but has no significant effect on downward or near extension.

Research limitations/implications

Although the data used for testing the hypotheses in this article are taken from three cities in China, spanning four major age groups, this collection of data does not eliminate the possible errors introduced in the course of survey. Another limitation is that this survey takes one single established brand.

Practical implications

This study provides targeted strategies for the long‐term management of Chinese local brands, particularly established brands. Decision makers for enterprises of established brands are consequently faced with two alternative solution approaches. One is to undertake brand extension and develop and promote new products to improve brand personality. The second is to reform a brand's personality to make it conducive for reasonable market extension.

Originality/value

This study contributes to branding theories by pioneering research on attitudes towards a parent brand as an evaluation factor in research on the mechanism of brand extension, as well as by enriching research on matters related to brand personality traits.

Details

Nankai Business Review International, vol. 3 no. 4
Type: Research Article
ISSN: 2040-8749

Keywords

Article
Publication date: 2 March 2010

Jiaxun He

The purpose of this paper is to reveal the key dimensions reflecting the differences between Chinese and foreign brands, evaluate different consumption generations, and…

916

Abstract

Purpose

The purpose of this paper is to reveal the key dimensions reflecting the differences between Chinese and foreign brands, evaluate different consumption generations, and provide evidence for studying differences and similarities of brand personality dimensions from a cross‐cultural perspective.

Design/methodology/approach

Using a questionnaire survey among a large sample of people in three cities of China, brand personality of Chinese and foreign brands was measured by an indigenous scale. Principal component analysis and nonparametric tests were used to analyze the data.

Findings

Two key dimensions of humanity and trendiness were found and compared with Aaker's scale. Differences in dimensions of brand personality were also identified through comparing foreign brands with local brands as well as consumption by the younger and older generations. In conclusion, China's local brands show a higher level of humanity but a lower level of trendiness. The young generation has significantly higher demands for trendiness than the old generation.

Research limitations/implications

In order to test the robustness of the conclusions of this paper, a more popular interval variable type is needed for further study. In addition, the conclusions drawn from this may not be completely suitable for other industries or categories.

Practical implications

The results have some important implications for building the image of China's local brands, especially time‐honored brands. The key approach is to create a trendiness association while keeping points of difference association on humanity.

Originality/value

Previous research has demonstrated cross‐cultural differences and similarities in the evaluations of brand personality, but there are no studies in the context of the Chinese market. The findings of this paper support the argument that the key dimensions of brand personality exist across different cultures.

Details

Journal of Chinese Entrepreneurship, vol. 2 no. 1
Type: Research Article
ISSN: 1756-1396

Keywords

Article
Publication date: 18 April 2008

Sheau‐yueh J. Chao

This paper seeks to discuss the genealogical sources for Chinese immigrants as well as the settlement of Chinese in the USA and the historical evolution of Chinese names…

Abstract

Purpose

This paper seeks to discuss the genealogical sources for Chinese immigrants as well as the settlement of Chinese in the USA and the historical evolution of Chinese names, their origins, arrangement and development. It aims to cover the origins of various classes of Chinese surnames, followed by the content description of a traditional genealogical book for jiapu.

Design/methodology/approach

The paper researches the various ways that a Chinese person can find out about their ancestry.

Findings

The paper reveals the roles of libraries, including serving the needs of patrons interested in genealogical research, preserving and interpreting information through oral and family history projects and collaborating with other libraries through interlibrary loan, document delivery, library consortia, collection management and international resource‐sharing.

Research limitations/implications

The study provides information on where and how to locate the genealogical resources for researching the genealogy of a Chinese family.

Originality/value

The paper analyzes the value of genealogical research as a documentary source for population history, life expectancy in a clan, marriages and family connections, as well as lineage organizations and inter‐lineage relations.

Details

Collection Building, vol. 27 no. 2
Type: Research Article
ISSN: 0160-4953

Keywords

Article
Publication date: 2 November 2015

Hengliang Shi, Xiaolei Bai and Jianhui Duan

In cloth animation field, the collision detection of fabric under external force is very complex, and difficult to satisfy the needs of reality feeling and real time. The…

Abstract

Purpose

In cloth animation field, the collision detection of fabric under external force is very complex, and difficult to satisfy the needs of reality feeling and real time. The purpose of this paper is to improve reality feeling and real-time requirement.

Design/methodology/approach

This paper puts forward a mass-spring model with building bounding-box in the center of particle, and designs the collision detection algorithm based on Mapreduce. At the same time, a method is proposed to detect collision based on geometric unit.

Findings

The method can quickly detect the intersection of particle and triangle, and then deal with collision response according to the physical characteristics of fabric. Experiment shows that the algorithm improves real-time and authenticity.

Research limitations/implications

Experiments show that 3D fabric simulation can be more efficiency through parallel calculation model − Mapreduce.

Practical implications

This method can improve the reality feeling, and reduce calculation quantity.

Social implications

This collision-detection can be used into more fields such as 3D games, aero simulation training and garments automation.

Originality/value

This model and method have originality, and can be used to 3D animation, digital entertainment, and garment industry.

Details

International Journal of Clothing Science and Technology, vol. 27 no. 6
Type: Research Article
ISSN: 0955-6222

Keywords

1 – 10 of 11