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Article
Publication date: 10 July 2017

Martin Heinberg

Local brands in emerging markets suffer from fierce competition and chronic disadvantages. The purpose of this paper is to investigate if outbreaks of animosity against…

1122

Abstract

Purpose

Local brands in emerging markets suffer from fierce competition and chronic disadvantages. The purpose of this paper is to investigate if outbreaks of animosity against the West (AAW) might benefit local brands by raising consumers’ willingness to pay (WTP) and willingness to buy (WTB).

Design/methodology/approach

The study employed 2 methods: structural equation modeling (n=244 Chinese students); and experiment, multiple regression (n=676 Chinese students, different sample than those included in study 1).

Findings

AAW is different from ethnocentrism and the measurement has good validity and reliability. After an outbreak of animosity, AAW increases Chinese consumers’ WTB local products. The WTP is also enhanced by AAW in such a situation. Under “normal” circumstances, there is no effect of AAW on the WTP. This might be due to the cost of substituting western goods for local ones (e.g. inferior perceived quality and other-signaling value). An outbreak of animosity presents a risk to consumers and thus lowers their overall WTP.

Originality/value

The study introduces the construct “AAW,” which stretches the animosity construct to an inter-regional level. On such a level, it is possible to find consequences of animosity on local brand consumption, which have not been the focus of previous studies. Additionally, this research introduces the concept of WTP to animosity research. The measurement is built on a real economic exchange and better represents the cost aspects of substituting one brand for another.

Details

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

Keywords

Abstract

Details

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

Article
Publication date: 30 August 2011

Jane Ogden, Lauren Smith, Helen Nolan, Rachel Moroney and Hannah Lynch

Media images of unrealistic beauty have been identified as a determinant of women's body dissatisfaction. This experimental study aims to explore whether the negative…

2994

Abstract

Purpose

Media images of unrealistic beauty have been identified as a determinant of women's body dissatisfaction. This experimental study aims to explore whether the negative impact of such images could be reduced by a one‐time educational intervention consisting of a presentation and discussion, teaching women to be critical of media images.

Design/methodology/approach

Female psychology students (n=176) from a university in the UK were randomly assigned to the control or intervention group and completed measures of body dissatisfaction after being challenged by images of the perfect female body. Follow up data were collected four weeks later.

Findings

The results suggested that the intervention had no immediate buffering effect on body dissatisfaction but participants in the intervention group showed a long‐term improvement for confidence, attractiveness and body‐parts dissatisfaction.

Practical implications

This one‐time intervention could be used to protect young women against the detrimental impact of media images in the longer term.

Originality/value

This study provides an evidence base for the use of an educational intervention for young people in schools and colleges.

Details

Health Education, vol. 111 no. 5
Type: Research Article
ISSN: 0965-4283

Keywords

Article
Publication date: 13 December 2019

Riccardo Resciniti, Michela Matarazzo and Gabriele Baima

The purpose of this paper is to focus on consumers’ reactions to cross-border acquisitions (CBA) by exploring the role of consumer perceptions of the psychic distance…

Abstract

Purpose

The purpose of this paper is to focus on consumers’ reactions to cross-border acquisitions (CBA) by exploring the role of consumer perceptions of the psychic distance between the country of the acquirer and that of the target firm when the acquiring corporation has a good or poor reputation.

Design/methodology/approach

A 2×2 experimental design which manipulated psychic distance and acquirer’s corporate reputation was conducted in Italy. The study considers an Italian food target firm and compares four foreign acquiring firms with different combinations of corporate reputation (good/poor) and psychic distance to Italy (small/large).

Findings

The authors found that the degree of psychic distance between the countries of the acquiring and targeted firms was inversely related to Italian consumers’ intentions to repurchase the products of the post-acquisition target, and unrelated to the acquirer’s corporate reputation.

Originality/value

This is the first study focusing on psychic distance in the context of CBA, especially from the perspective of consumer behavior, which can help to better understand certain negative reactions toward the acquisition of a business.

Details

British Food Journal, vol. 122 no. 2
Type: Research Article
ISSN: 0007-070X

Keywords

Article
Publication date: 2 November 2020

Jeoung Yul Lee, Joong In Kim, Alfredo Jiménez and Alessandro Biraglia

This study examines the impact of situational and stable animosities on quality evaluation and purchase intention while also testing the moderating effects of within- and…

Abstract

Purpose

This study examines the impact of situational and stable animosities on quality evaluation and purchase intention while also testing the moderating effects of within- and cross-country cultural distance. It focuses on the case of the US THAAD missile defense system deployment in South Korea (hereafter, Korea) and investigates how the resulting Chinese consumers' animosity affects their quality evaluation of, and purchase intention toward, Korean cosmetics.

Design/methodology/approach

This study utilizes a quantitative approach based on a survey and structural equation modeling. The sample comprises 376 Chinese consumers from 19 Chinese regions.

Findings

The results indicate that both stable and situational animosities are negatively associated with purchase intention toward Korean cosmetics. However, their effects on quality evaluation are different. While stable animosity is negatively related to product quality evaluation, situational animosity has no such negative association. Finally, the cultural distance between Chinese regions and Korea strengthens the negative relationship between stable and situational animosities and purchase intention.

Research limitations/implications

The study contributes by better unraveling the effects of stable and situational animosities on perceived product quality. The empirical context is unique because it allows the authors to investigate the relationship between Chinese antagonism toward the THAAD deployment in Korea and Chinese consumers' stable and situational animosities in terms of their quality evaluation of, and purchase intention toward, imported Korean cosmetics. Hence, this study contributes to the literature on consumer animosity by empirically testing the moderating effect of within- and cross-country cultural distance on the relationship between stable and situational animosities and purchase intention.

Practical implications

The study has relevant practical implications, notably for Korean exporters' marketing management and within- and cross-cultural management. The results suggest that countermeasures are needed because Chinese consumers' stable and situational animosities are negatively related to their purchase intention toward Korean cosmetics. Moreover, the findings provide the insight that when foreign firms export culture-sensitive products to a large, multicultural country, their managers should pay attention to within- and cross-cultural differences simultaneously.

Originality/value

Previous studies have shown that the effects of animosity on product evaluation and purchase intention differ depending on the animosity dimension, product type, country and the situation causing animosity, among others. However, the existing literature on animosity has neglected the reality that within-cultural differences in a single large emerging market are relevant to explaining the concept of animosity and its effect on the purchase intention toward culture-sensitive products. Furthermore, none of the animosity studies have touched on the important moderating role of within- and cross-cultural differences between a large and multicultural importing country and a brand's home country in this manner. Therefore, the study fills this gap by empirically examining whether different moderating effects of stable and situational animosities exist for a specific conflict situation caused by a military issue and investigates the causes of these different effects.

Details

Cross Cultural & Strategic Management, vol. 28 no. 2
Type: Research Article
ISSN: 2059-5794

Keywords

Book part
Publication date: 25 November 2014

Mara Maretti

The chapter aims at representing the results of a case study with concern to the economic and environmental crisis triggered by Ilva in Taranto.

Abstract

Purpose

The chapter aims at representing the results of a case study with concern to the economic and environmental crisis triggered by Ilva in Taranto.

Design/methodology/approach

The case study design follows an ethnographic approach. The analysis is based on the collection of some qualitative interviews and documentation related to the environmental conflict engendered by the Ilva of Taranto, which has been the largest steel mill in Europe since the 1990s.

Findings

The analysis of the empirical data shows some interesting insights about (a) the growing contradictions in time of crisis in the relationship between the ‘the four pillars’ of sustainability (economy, social justice and society, environment, culture); (b) the importance of the social pillar in playing a key role in the management of local conflicts and in stimulating change within social and economic organizations; (c) the difficulty to promote sustainable policies through a multilevel governance approach able to synthesize the complexity of the scenarios emerging at the local, regional, national and European levels, in order to create an alternative way of development.

Originality/value

The ethnographic approach is useful to analyse in depth the core of the environmental conflict and the divergent developmental scenarios expressed by the different categories of actors.

Details

From Sustainable to Resilient Cities: Global Concerns and Urban Efforts
Type: Book
ISBN: 978-1-78441-058-2

Keywords

Article
Publication date: 16 November 2018

Michela Matarazzo, Giulia Lanzilli and Riccardo Resciniti

The purpose of this paper is to investigate whether, in the context of a cross-border acquisition, the acquirer’s country image (CI) could moderate the relationship…

Abstract

Purpose

The purpose of this paper is to investigate whether, in the context of a cross-border acquisition, the acquirer’s country image (CI) could moderate the relationship between the acquirer’s corporate reputation (CR) and consumers’ repurchase intentions towards the products of the post-acquisition target.

Design/methodology/approach

The authors examined the roles played by the acquirer’s CR and the acquirer’s CI on consumer behaviour by considering an Italian target firm with a high reputation and comparing four foreign acquiring firms with different combinations of CR (poor/good) and CI (high/low).

Findings

It was found that both CR and CI have a significant impact on Italian consumers’ intention to repurchase the products of the post-acquisition target. Furthermore, the results show a greater increase in consumers’ repurchase intentions when a good reputation of the acquirer is paired with a high CI for the acquirer, but a high CI cannot compensate for a poor CR.

Originality/value

The research investigates, in the context of cross-border acquisitions (CBAs), the impact of the acquirer’s CR and the acquirer’s CI on the host country consumers’ repurchase intentions after the CBA, which has not previously been thoroughly examined. It can help managers to understand the conditions under which CBAs will be favourably evaluated.

Details

Journal of Product & Brand Management, vol. 27 no. 7
Type: Research Article
ISSN: 1061-0421

Keywords

Abstract

Details

Evolving Leadership for Collective Wellbeing
Type: Book
ISBN: 978-1-78743-878-1

Article
Publication date: 22 October 2019

Juan Velez-Ocampo and Maria Alejandra Gonzalez-Perez

The purpose of this paper is to review the literature on corporate reputation and internationalization to identify key research theories, contexts, characteristics…

Abstract

Purpose

The purpose of this paper is to review the literature on corporate reputation and internationalization to identify key research theories, contexts, characteristics, methodologies, applications, limitations and opportunities for future research on the interlinks between these two complex constructs.

Design/methodology/approach

Elements of systematic literature review and bibliometric analysis were used to analyze theories, contexts, characteristics, methodologies and opportunities for future research based on 90 articles published in 50 journals over 27 years.

Findings

The findings suggest that this is a contemporary yet expanding research field explored from a variety of theoretical, methodological and empirical standpoints, which hinders broad conclusions and warrants further research. More specifically, this paper identifies three broad research streams that link international expansion and corporate reputation and suggests avenues for future studies: cross-national institutions, strategic decisions and corporate reputation; international marketing, consumers and brand credibility; and corporate image, international trade and investment flows.

Originality/value

Reputation and internationalization are constructs with multiple applications and interpretations. The way companies build, maintain and extend their reputation and legitimacy, and the drivers, motives and difficulties faced by them when expanding operations internationally have been widely studied separately. This manuscript reviews the nascent and promising linkage between these two elements that have recently drawn the attention of business practitioners and scholars alike.

Details

Cross Cultural & Strategic Management, vol. 26 no. 4
Type: Research Article
ISSN: 2059-5794

Keywords

Article
Publication date: 10 February 2022

Robert Kwame Dzogbenuku, George Kofi Amoako and Albert Martins

This study seeks to assess the mediating role of financial service branding on investment decisions from the perspective of financial service investors.

Abstract

Purpose

This study seeks to assess the mediating role of financial service branding on investment decisions from the perspective of financial service investors.

Design/methodology/approach

Field data were obtained from 403 individuals and corporate investors in financial service institutions who invested savings and pensions funds into short to medium term financial instruments from an emerging market in sub-Saharan Africa (SSA). Data were analysed using the partial least squares structural equation modelling technique (PLS-SEM).

Findings

Branding significantly mediates return on investment (ROI) decisions. However, the ROI did not have a significant direct effect on investment decisions. ROI has a significant indirect effect on investment decisions due to branding influence on investors.

Research limitations/implications

Data collected was cross sectional. Future research can use longitudinal data for better long term planning. Study can also be done in other emerging economies to determine how the financial sector characteristics for each country can be a source of difference from branding and investment standpoint.

Practical implications

Although consumer investment decisions are logically influenced largely by ROI, investors place savings and pensions into financial instruments largely managed by reliable corporate brands with solid reputation known as safe havens for hedging lifetime investments.

Originality/value

This study covers the research gap in brand power and the reputation of financial service institutions as well as the investment decisions of financial service investors in emerging Sub-Saharan African.

Details

International Journal of Emerging Markets, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-8809

Keywords

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