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The growth of global e-commerce presents significant opportunities for global expansion. Yet it has not leveled the playing field between emerging markets e-commerce corporations (EM-ECCs) and advanced markets ECCs (AM-ECCs). While AM-ECCs have been expanding overseas with considerable success, EM-ECCs have been less disposed to internationalize and have been content to serve and defend their home turfs against foreign rivals who wield monopolistic advantages. Leveraging the network, ownership, location and internalization (N-OLI) theoretical framework, this paper aims to examine the variables affecting the internationalization of AM-ECCs and EM-ECCs.

This paper adopted an exploratory research method using multiple corporate cases to focus on understanding the dynamics present within single settings, capture corporate context and allow comparison between cases.

The findings suggest that AM-ECCs, in comparison to EM-ECCs, are endowed with favorable and strong network-based advantages, ownership-based advantages, location-based and internalization-based advantages that make them more capable of pursuing internationalization aggressively. However, EM-ECCs are induced to pursue regionally-focused internationalization due, on the one hand, to capital scarcity, weaknesses on network-based and internalization-based advantages and, on the other hand, to geographical strength and strong location-based advantages emanating from knowledge of the home region.

This paper identifies the internationalization challenges that EM-ECCs face with respect to AM-ECCs. While extending the theoretical discussion of the N-OLI framework in light of EM-ECCs, this paper also extends the EM-ECC strategies within local and regional markets, including emerging markets such as India and the Middle East. This extension supports the assertion that regional focused strategies are not immune to technological advantages which support the notion of a regional strategic growth strategy because of localization advantages and capital leverage limitations. Finally, the paper expands the analysis to some emerging markets that have attracted less attention in the literature, namely, India and the Middle East.

This paper aims to look at the exchange context of peer-to-peer (P2P) collaborative consumption (e.g. Uber and Airbnb). Specifically, the paper examines the effect that the sharing of a personal possession, such as a car or apartment, may have on the consumer.

Two studies were conducted via online surveys. The surveys used vignettes that asked participants to imagine service experiences in either a P2P or a business-to-consumer (B2C) context. The participants then answered questions, including their perceptions of social closeness to the service provider, as well as willingness to pay (Study 1) and expectations of satisfaction (Study 2). The analysis used bootstrapping regression models to examine the relationships.

In both studies, the participants in the P2P conditions reported significantly greater perceived social closeness to the service provider than did those in the B2C condition. The P2P condition also resulted in significant indirect effects (i.e. mediated by social closeness) on willingness to pay (Study 1) and expectations of satisfaction (Study 2).

This paper extends the work on social distance to show that the effects are activated by the P2P exchange context. Also demonstrated here is that social closeness acts as an important mediator in the P2P context, affecting outcomes in the consumption and pre-consumption stages. Finally, construal level effects are extended to show that trend interpretation can be influenced by social distance.

This study aims to identify different antecedents and reveal divergent moderating effects of horizontal collectivism, thereby unlocking the asymmetric mechanisms for employees’ brand citizenship behavior (BCB) and negative word-of-mouth (NWOM).

This study uses a survey data set and analyzes it with structural equation modeling along with common latent factor analysis designed to control for common method variance.

BCB is associated with pride at work but not perceived organizational support (POS), so POS drives BCB not directly but indirectly through the emotion of pride at work. In contrast, employees’ NWOM is associated with both POS and frustration, and POS drives NWOM directly and indirectly through the emotion of frustration. Horizontal collectivism has divergent moderating effects that strengthen the relationships of BCB with POS and pride at work and weaken the relationship between employees’ NWOM and frustration.

This study makes two major theoretical contributions to internal branding. First, as a response to the need for an investigation into drivers of employees’ brand-oriented behaviors, it will identify different psychological antecedents and mechanisms for BCB and employees’ NWOM. Second, capturing the potential of horizontal collectivism on employees’ brand-oriented behaviors, this study will reveal the potential divergent moderating effects of horizontal collectivism on BCB and employees’ NWOM. These two contributions will lead to a better understanding of the different mechanisms for employees’ BCB and NWOM.

There has been a growing call regarding broad criteria for assessing qualitative methods' reliability and validity in international marketing (IM) research. In response, this study synthesizes the past literature to present an overarching, yet adaptable, trustworthiness verification framework for assessing the rigor of various qualitative methods used in IM.

The paper draws on qualitative research from various disciplines. It uses content analysis to examine how trustworthiness is conceptualized in qualitative studies in International Marketing Review (IMR) from 2005 to 2019.

The analysis reveals that strategies to ensure rigor and trustworthiness of qualitative research in IMR are partially applied. There remain gaps in implementing quality criteria across the trustworthiness dimensions of credibility, transferability, dependability, conformability and ethics.

This paper highlights the importance of incorporating strategies for assessing the quality of qualitative research in IM research. Since the analysis only focused on IMR, future research should explore and test the framework in other IM and business journals to reach a broader consensus in assessing qualitative studies' rigor.

IM researchers have yet to develop a consensus regarding broad criteria for assessing qualitative methods' reliability and validity. This paper is an attempt to fill this gap.

With the growth of worldwide e‐commerce, companies are increasingly targeting foreign online consumers. However, there is a dearth of evidence as to whether global consumers prefer to browse and buy from standardized global web sites or web sites adapted to their local cultures. This study provides evidence from five different countries as to whether global consumers prefer local web content or standardized web content. The study also measures how the degree of cultural adaptation on the web affects consumer perception of site effectiveness.

The purpose of this paper is to address an overarching question: Does matching consumer place–brand associations with stereotype-consistent messaging affect consumer perceptions of an advertisement?

This paper presents two experiments that examine participants’ differing evaluations of advertisements under various experimental conditions. Study 1 examines the match of place–brand warmth versus competence stereotypes and the use of symbolic versus utilitarian advertising messaging for both new foreign and domestic brands. Study 2 examines this match for global brands.

The paper reveals that stereotype-consistent messaging increases the perceived fit between the advertisement and the brand for new foreign brands but not for new domestic or global brands. Furthermore, in a post-hoc analysis, this congruence is found to improve attitude towards the brand, purchase intentions and brand response, through the mediating effect of attitude towards the ad.

Place–brand stereotypes impact consumer attitudes and opinions regarding brands from different countries. This paper applies two universal social judgment dimensions from social psychology—warmth and competence—to the novel context of advertising messaging to examine previously unexplored facets of the place–brand image.

Corporate environmental expenditure has been a growing concern in recent years, yet mixed findings exist regarding its economic impact. The purpose of this paper is to explain the mixed relationship between environmental expenditure and economic performance from the natural-resource-based view.

Using Global Reporting Initiative survey data from 120 firms in 30 countries, this study uses PROCESS, a path-based analysis software, to test the moderation and mediation hypotheses in an integrated analytical model.

The findings show that environmental expenditure has a negative impact on economic performance through pollution prevention capability. In contrast, environmental expenditure has a positive impact on economic performance through product stewardship capability. Both effects are significantly strengthened when the firm is located in an environmentally munificent country.

This study intends to inform firm managers, especially those in environmentally munificent countries, to relocate their environmental expenditure to enhance firms’ economic performance. In particular, firms should focus more on the reduction of input, such as raw materials, energy, and water, instead of output, including emissions, effluents, and wastes.

The contrasting indirect effects of pollution prevention and product stewardship offer a viable explanation for the mixed findings in the existent literature on environmental expenditure from a new perspective.

The purpose of this paper is to examine the performance of exchange traded funds (ETFs) that hold corporate social responsibility (CSR) stocks and compare their risk-return characteristics with the market.

The authors use the Sharpe ratio and Jensen’s α from multivariate regressions to perform a multi-country study to examine how CSR-oriented ETFs perform against global, national, and regional market indexes. The authors examine paired groupings of each CSR-oriented ETF with its corresponding index after appropriate risk adjustments.

The authors find that CSR-oriented ETFs’ perform similar to their market indexes. Thus, individual investors can earn comparable returns while investing in CSR-oriented ETF, indicating that they can indeed do “good” while not missing out on returns. However, the authors also find that unlike the previously documented buffer effects that CSR-oriented firms enjoy, CSR-oriented ETFs do not outperform their market indexes during economic downturns. Thus, CSR-oriented ETFs are not safe havens for individual investors during times of economy-wide slumps.

The main limitation of this study is its limited sample size. Because the authors use novel hand-collected data, the authors have 11 CSR-focused ETFs with their corresponding indexes.

To the authors’ knowledge, this is the first study that examines individual investor participation using CSR-oriented ETFs. The study is made possible by hand-collected data on CSR-related ETFs which identify in detail the composition of each of these ETFs, and the findings highlight how individual investors can promote CSR while also making sound investments.

International e‐marketing is emerging as an important area for marketers, as global online markets expand. This special issue is an attempt to encourage, showcase, and guide research in the area of international e‐marketing.

In the editorial, Introduces the international e‐marketing framework (IEMF) as a guiding template for future research in international e‐marketing.

The IEMF should help shape scholarly inquiry in the domain of international e‐marketing, classify current intellectual contributions in this area and delineate the gaps in the literature.

The editorial presents the IEMF and classifies various papers in this issue using this framework. Finally, concludes with several compelling research questions to motivate future research in this area.

To explore the depiction of cultural values on international web sites.

To measure cultural content on the web Singh and Matsuo's conceptual framework was used. Content analysis was used to study the cultural content on web sites from China, India, Japan and the US.

The results indicate that local web sites of India, China, Japan and US not only reflect cultural values of the country of their origin, but also seem to differ significantly from each other on cultural dimensions.

This study validates the cultural value framework of Singh and Matsuo by successfully using it to analyze the cultural content on various country web sites. The study also provides evidence to international marketers and academics that instead of a “transnational web style” a culturally unique web style is emerging on the web.

Marketers need to culturally customize their international web sites as the web is emerging as global medium impregnated with local cultural values.

The paper extends the standardization versus localization debate to the web, a medium yet not explored in this context.