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1 – 10 of 18
Article
Publication date: 8 May 2017

Marieke de Mooij

The purpose of this paper is to find consumption-related similarities and differences between the three major dimensional models of national culture, to help researchers…

4177

Abstract

Purpose

The purpose of this paper is to find consumption-related similarities and differences between the three major dimensional models of national culture, to help researchers select specific models or dimensions for their cross-cultural studies.

Design/methodology/approach

First, a review of the theoretical background of cultural values and three models of national culture is provided: those by Hofstede, Schwartz and GLOBE. Then these models are compared through partial correlation analysis, controlling for GNP/capita of a set of 25 relevant consumer behavior-related data with country scores of 21 dimensions of the three dimensional models.

Findings

Of all models several dimensions explain differences in consumer behavior. Some dimensions explain values related to specific consumer behavior domains better than others. Only a few dimensions of different models do not show meaningful interesting relationships with consumer behavior issues. Dimensions with the same label do not explain similar differences.

Practical implications

Cross-cultural researchers can choose from the several cultural models, but selecting a model only based on descriptions of the contents of dimensions is difficult. The relationships of dimensions with concrete consumer behavior data found in this study facilitate choice. This analysis may help researchers who consider conducting cross-cultural analysis of consumer behavior data to select a specific model, or specific dimensions of different models that apply best to their research question.

Originality/value

This is the first study that compares the three major dimensional models with examples of consumer behavior-related items.

Details

International Marketing Review, vol. 34 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 2 May 2019

Marieke de Mooij

The purpose of this paper is to respond to the essay by Cleveland and Bartsch in this issue. The paper also aims to counter argue the various drivers of global consumer…

Abstract

Purpose

The purpose of this paper is to respond to the essay by Cleveland and Bartsch in this issue. The paper also aims to counter argue the various drivers of global consumer culture (GCC).

Design/methodology/approach

Based on many findings from the study of consumer behavior, the assumed drivers of GCC are discussed and a suggestion for new research is made.

Findings

Instead of globalization processes that drive GCC, the most dominant process is a local-global-local cycle of global products and brands.

Originality/value

It offers a different approach to the study of global vs local products and brands. It is suggested that instead of continuing abstract discussions of GCC, scholars do more service to international marketing by researching developments in the real world.

Details

International Marketing Review, vol. 36 no. 4
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 9 November 2015

Marieke de Mooij

– The purpose of this paper is to shed light on the discussion of cross-cultural research, in particular the use of dimensions of national culture, for international marketing.

15841

Abstract

Purpose

The purpose of this paper is to shed light on the discussion of cross-cultural research, in particular the use of dimensions of national culture, for international marketing.

Design/methodology/approach

Discuss definitions of values and culture, analyze cultural models as to purpose and design and applications of models to international marketing.

Findings

International marketers benefit from applying dimensions of national culture, but researchers make mistakes in applying and interpreting such dimensions, thus discrediting useful means of research for international marketing.

Practical implications

Researchers should understand the problems of multi-level research and interpret dimensions better when using them for research.

Originality/value

The value of this paper is in clearing up some of the misunderstandings about dimensions of national culture.

Details

International Marketing Review, vol. 32 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

Content available
Article
Publication date: 1 November 2006

David Allan

6802

Abstract

Details

International Marketing Review, vol. 23 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 24 May 2013

Marieke de Mooij

– The purpose of this paper is to respond to the article by Brewer and Venaik (IMR

4616

Abstract

Purpose

The purpose of this paper is to respond to the article by Brewer and Venaik (IMR

Design/methodology/approach

Based on experience in the study of consumer behavior, a critical analysis of applications of dimensional models of national culture in the existing marketing literature is presented.

Findings

Differences between models are caused by confusing value types, design and type of questions used.

Practical implications

Researchers tend to select one of several models for analyzing cross-cultural variables in consumer behavior, marketing and advertising without understanding the basic differences between the models. Ignorance of the fundamental and conceptual differences may cause the formulating of wrong hypotheses.

Originality/value

Next to highlighting the misuse of dimensions to individuals, this paper focuses on the origin of the differences between the models from a marketing point of view.

Details

International Marketing Review, vol. 30 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

Content available
Article
Publication date: 1 December 2003

Marieke de Mooij

565

Abstract

Details

International Marketing Review, vol. 20 no. 6
Type: Research Article
ISSN: 0265-1335

Keywords

Content available
2706

Abstract

Details

International Marketing Review, vol. 15 no. 3
Type: Research Article
ISSN: 0265-1335

Keywords

Article
Publication date: 1 April 2000

Marieke de Mooij

Discusses the globalisation of markets and questions the assumption that economic development would result in the converging needs of consumers and standardisation of…

10702

Abstract

Discusses the globalisation of markets and questions the assumption that economic development would result in the converging needs of consumers and standardisation of marketing and advertising. Claims that consumers’ values are strongly rooted in history and tradition and that with the convergence of incomes, people have more freedom to express themselves and this is done through their own specific value patterns. Outlines Hofstede’s five dimensions of national culture. Investigates consumer behaviour across different nationalities for a sample of products and services.

Details

International Marketing Review, vol. 17 no. 2
Type: Research Article
ISSN: 0265-1335

Keywords

Content available
Article
Publication date: 14 August 2019

Mark Cleveland and Fabian Bartsch

1111

Abstract

Details

International Marketing Review, vol. 36 no. 4
Type: Research Article
ISSN: 0265-1335

Article
Publication date: 1 June 2001

Michael D. Giardina and Jennifer L. Metz

This paper critically analyzes the International Olympic Committee's 2000 global marketing campaign titled “Celebrate Humanity”. Released prior to the 2000 Summer Games…

Abstract

This paper critically analyzes the International Olympic Committee's 2000 global marketing campaign titled “Celebrate Humanity”. Released prior to the 2000 Summer Games, this campaign capitalized on recent cultural trends by focusing on multicultural inclusivity and the idea that sport could contribute to world peace. Using this campaign as our case study, we demonstrate the possibilities for both local consumption and interpretation of a global campaign within the specific cultural context of the United States.

Details

International Journal of Sports Marketing and Sponsorship, vol. 3 no. 2
Type: Research Article
ISSN: 1464-6668

Keywords

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