Search results

The present research responds to researchers’ calls for more research of consumer animosity on potential boundary conditions (e.g. product categories) and marketing strategies that may mitigate such negative impacts on marketers’ product and/or brand performance, with a special focus on the soft service sector. This paper aims to address the unique characteristics of service internationalization, i.e. cultural embeddedness, hybridized country origins and high consumption visibility, by proposing a social identity signaling model to explain consumer animosity effects in the soft service sector.

Two surveys (Pretest with 240 participants and Study 1 with 351 participants) and one experiment (Study 2 with 731 participants) were conducted to empirically test our hypotheses in the Japanese-Chinese relationship context.

The stronger the national/cultural symbolism and social expressiveness, the stronger the consumer avoidance for the service category. Then the consumer culture positioning strategy that can mitigate an offending country’s cultural symbolism can reduce consumer avoidance.

This research introduces two factors that could affect the negative social identity signaling capacity of service categories in the animosity context: the national/cultural symbolism reflecting an offending country and the social expressiveness communicating social identity. In line with the social identity signaling perspective, the present research specifically uses consumer avoidance as the dependent variable to capture the notion that consumers avoid consuming services because they wish to avoid being associated with an offending country that may threaten their in-group social identities.

The aim of this paper is to focus on methodological development of research into the influence of culture: the use of cross‐cultural, multidisciplinary and multi‐method techniques.

The paper begins with a review of the interdisciplinary debate in business research, general management, IB and cross‐cultural management. It then explores the identities of paradigmatic combatants and possible “strategic peace initiatives”. It finally outlines some tactical and strategic complexities of such a “peace campaign” and identifies examples where multiple‐lens research offers good potentials for “post‐war” new theory development.

Ambitious calls for the advancement of interdisciplinary research in business research have appeared regularly and often feel like déjà vu. Cultural research appears to have been locked into paradigmatic “cold” warfare between methodologically distinct research “tribes”.

The authors' view is that culture can be likened to a holograph. It is not a real entity but a projection, which looks very different from different positions. The concern is that views of culture have been rather “monocled” and limited in relevance.

Despite the growing research into luxury symbolism and its influence on consumer behavior, few studies have investigated the underlying psychological processes that occur in different cultural contexts. This study investigates the relationships among luxury symbolism, psychological underpinnings of self-congruity, self-affirmation and customer loyalty, especially regarding how these relationships differ between consumers in China and those in the US.

Sample data were collected through surveys administered to 653 participants (327 in China and 326 in the US). A multi-group structural equation model was adopted to examine the conceptual model and proposed hypotheses.

The results show that luxury symbolism positively influences self-consistency, social consistency, social approval and self-esteem, and subsequently impacts self-affirmation and customer loyalty. However, for US consumers, self-esteem and social approval have significantly negative impacts on self-affirmation, while for Chinese consumers, social approval has no significant impact on self-affirmation. The authors also find that interdependent self-construal positively moderates the relationship between luxury symbolism, and social approval and social consistency. Independent self-construal positively moderates the relationship between luxury symbolism and self-consistency, and negatively influences the relationship between luxury symbolism and self-esteem.

Based on the theory of self-congruity and self-affirmation, this study fills a literature gap by revealing the psychological underpinnings regarding luxury symbolism and customer loyalty. It extends extant studies in luxury consumption by introducing self-construal (independent self vs interdependent self) as an important cultural moderator in luxury symbolism. This paper provides insights for luxury practitioners to create efficient marketing strategies by satisfying consumers' psychological needs in different cultures.

The study focused on dimensions of consumer‐based brand equity, and especially the recall level of brand awareness. The purpose was to identify any statistically significant differences in brand recall in various product categories and different national contexts.

This observation study explored relations between consumers' awareness of brands, attitudes related to brand equity, and changes in cultural context. Questionnaire data was collected from university students in four countries: the USA, Finland, France and Sweden. The respondents were asked about the brands of beverages, computers and cell‐phones that first came into their minds, and their attitudes in relation to brand equity.

It seems that the four dimensions of brand equity co‐vary depending on the cultural context. The results also revealed a relationship between TOMA and the national context that was generalizable in the three product categories.

Culture as a contextual factor of consumer brand equity should be studied further. The findings should be replicated with non‐student samples in other product categories and cultural contexts. SEM could be used to establish the causality and direction of the relationships between the various dimensions of culture and brand equity.

The findings on the effect of the cultural context on brand equity are of practical relevance to marketing managers: they should tailor their branding strategies accordingly.

The results gave valid and reliable evidence of a relationship between the TOMA dimension of brand equity and the national cultural context.

This paper aims to propose a framework for understanding interpartner sensemaking in cross‐national strategic alliances, and to discuss how to manage the problems arising from the cultural differences and internal tensions that are inherent in such alliances.

The paper starts from the notion that interpartner sensemaking of the complexities of strategic alliances has important implications for the evolution of cross‐national alliances. The two fundamental interpretive frames that relate to sensemaking are described, that of sensemaking of chaos and that of sensemaking in chaos, and the paper examines how an appreciation of these interpretive frames enables one to better manage cultural differences and internal tensions that inevitably arise in cross‐national alliances.

The framework makes clear that the two types of interpartner sensemaking (“sensemaking of chaos” and “sensemaking in chaos”) need to be appreciated as interpretive frames that are present among the alliance managers to effectively interact and influence partner firms.

As interpartner sensemaking occurs at all stages of alliance evolution, future research may seek to assess the impact of conflicting interpretive schemes: in the stages of formation, operation, and outcome; concerning issues of appropriation and coordination; and in learning processes.

Briefly, the two types of interpartner sensemaking call for different strategies for managing alliances. Alliance partners embedded in different national cultures rely on interpretive schemes to make sense of the conflicts, contradictions, and internal tensions that emerge in strategic alliances.

The paper responds to the need of managers with alliance responsibilities for a framework to help identify and exploit the most effective ways of accounting for the role of interpartner sensemaking in alliances for productive interactions and performance.

This study investigated the emerging progressive use of ornamental art in the landscape architecture of Kazakhstan and determined the influence of symbolism on the quality of new urban environments. The study analysed the existing recreational facilities in Kazakhstan in order to establish their symbolic meaning, the level of utilisation of symbolic ornaments, and the socio-economic factors that influence the design structure of landscape elements. The results revealed that symbolic meanings of the ornaments stem from historic, legal and cultural traditions of different ethnic groups in Kazakhstan. Therefore, the form depends on not only the topography of the area, but also the traditional symbolism and numerology. This study categorised the studied places according to their size: large gardens, small squares and small landscape forms. Taking into account the natural and climatic features of Kazakhstan, small landscape forms acquire the quality of arid zone gardens. However, lack of identity and consistency appears to be a major problem in design of larger scale landscapes. This article posits that coordination between socio-economic and historical-cultural factors will open new creative opportunities for the development of an original landscape architecture in Kazakhstan, yet balance between environmental construction and contextually meaningful urban planning will still be needed.

The purpose of this study is to understand the individualism/collectivism and masculine/feminine cultural aspects presented in the endorsement content made and shared by digital influencers on Instagram.

The authors conducted a cross-cultural qualitative study, collecting endorsement posts published by six fitness mega-influencers from Brazil and the USA. A total of 147 posts were assessed through the semiotic analysis of still images.

The authors identified that, in collectivist and feminine cultures, endorsements focus on the emotional competence of the digital influencer and the content aims at interaction, whereas in individualistic and masculine cultures, the posts highlight the informational competence of the influencer and the content focuses on the endorser's self-promotion.

This study examined only two of the Hofstede's six cultural dimensions, limiting its scope. However, this study established a model that shows that the appeal of content posted by the influencer depends on individualism–collectivism dimension and the post symbolism is a result of the masculinity–femininity dimension. This study also identified the spectrum of appeal in messages and the role of advertising in building the influencer's narrative.

The authors identified cultural traits as an important criterion of congruence when choosing a brand endorser and as an element that impacts the marketing communication strategy in a social media environment. Therefore, this study suggests that organizations consider the influencer's culture as a criterion for choosing endorsers, which will guide the digital content strategy suited to the campaign's target audience.

This study emphasizes the illusory effectiveness of the internet in the search for convergence, establishing that the digital environment still requires socialization that brings feelings of cultural engagement, especially through new social actors arising from virtual media. Still on the social side, this study suggests the reflection of the economic characteristics of a country together with its cultural dimensions.

This study fills a research gap from previous studies that provide empirical evidence on the impacts of cultural differences on social media behaviors. This research adds the impact of the influencer in this virtual environment to restructure the communication and information model, mold it according to the culture, acting as indicators of social transformation resulting from technological advances. This research still innovates by proposing a new methodological approach for semiotic analysis in digital media.

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 investigate student corporate brand identification towards three closely‐linked corporate brands: a UK university, a leading UK business school and an overseas collaborative partner institute in Asia.

The paper uses a theory‐building case study within the phenomenological/qualitative research tradition.

The strength of student identification with a corporate brand is predicated on awareness, knowledge and experience of a brand. The data revealed three types of corporate brand identification. This reflected different modes of student affiliation with the three institutional brands. These student relationships were categorised as follows: brand member (a contractual/legal corporate brand relationship); brand supporter (a trusting corporate brand relationship); and brand owner (a proprietorial corporate brand relationship). In explaining the above, the above states are viewed in terms of a corporate brand identification management hierarchy which reflects different approaches to the management of corporate brands. These are categorised as legalisation, realisation and, finally, (brand) actualisation. Senior managers should strive for brand actualisation.

The insights from a single, exploratory, case study might not be generalisable.

The paper conceptualises that a bureaucratic/product approach to corporate brand management is more likely to result in low brand identification (legalisation); that a diplomatic/communications management approach is more likely to result in moderate brand identification (realisation) and, finally, that a custodial/brand values and promise management approach is more likely to result in high brand identification (brand actualisation). These categorisations can have a utility in ascertaining the effectiveness and philosophical underpinnings of corporate brand management.

The paper examines multiple student identification (towards a university, business school and a non degree‐awarding overseas institute).