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1 – 10 of 95Kyung-Min Kim, Benjamin Nobi, Sangwon Lee and Chad Milewicz
This research investigates three major research questions. First, how does brand alliance type, defined by a partner's location and brand quality, affect consumers' emotional…
Abstract
Purpose
This research investigates three major research questions. First, how does brand alliance type, defined by a partner's location and brand quality, affect consumers' emotional value perceptions of higher education brand alliances for dual-degree programs? Second, does perceived brand fit mediate the relationship between brand alliance type and emotional value perceptions? Third, do individual differences in world-mindedness moderate the influence of brand alliance type on emotional value perceptions?
Design/methodology/approach
In total, two experiments are performed. Experiment one examines the effect of brand alliance type, at varying combinations of partner brand quality and partner location (domestic or foreign), on consumers' emotional value perceptions. Experiment two examines the moderating role of world-mindedness in the relationship between brand alliance type and consumers' emotional value perceptions.
Findings
Results provide evidence that consumers' perception of brand fit mediates the relationship between brand alliance type and consumers' emotional value perceptions of the alliance. Results also indicate that world-mindedness moderates the relationship between brand alliance type and emotional value perceptions.
Originality/value
This research extends the previous literature on higher education dual-degree brand alliances and introduces world-mindedness as an important consumer-based characteristic to consider in this line of research. It answers calls for more research on higher education branding and calls for research into the potential mediating role and importance of brand fit. It provides several theoretical and managerial implications relevant to the higher education brand alliances, particularly in dual-degree programs.
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Tien‐Shang Lee and Feng‐Fu Chen
The purpose of this paper is to develop an integrated model of Taiwanese consumers' willingness to buy from China, Japan, South Korea, and Taiwan.
Abstract
Purpose
The purpose of this paper is to develop an integrated model of Taiwanese consumers' willingness to buy from China, Japan, South Korea, and Taiwan.
Design/methodology/approach
Using 284 completed questionnaires, LISREL and multi‐group analysis were employed to examine the relationships among country image, product beliefs, affect, familiarity, world‐mindedness, and willingness to buy.
Findings
The empirical research results showed that country image has no direct influence on Taiwanese consumers' willingness to buy, but it has indirect influence on Taiwanese consumers' willingness to buy via product beliefs. However, affect has both direct and indirect influence on Taiwanese consumers' willingness to buy, and affect is observed to have stronger influence on product belief than on Taiwanese consumers' willingness to buy.
Practical implications
Taiwanese enterprises having ongoing mass production in China are recommended to prominently feature their original Taiwanese brand names and technology cooperation with developed countries to build up positive country image.
Originality/value
By introducing the concept of world‐mindedness, this research generalized the conclusion drawn by earlier research in the context of Taiwan.
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Michael Lwin, Ian Phau and Aaron Lim
– This paper aims to explore the demographic and psychographic characteristics of Bruneians in relation to charitable donation behaviour.
Abstract
Purpose
This paper aims to explore the demographic and psychographic characteristics of Bruneians in relation to charitable donation behaviour.
Design/methodology/approach
Data were collected via an intercept approach at five major intersections of the central business district in the city of Brunei. Data were analysed using SPSS, with factor analysis being conducted before applying a series of t-tests and ANOVAs.
Findings
Overall there is no relationship between age, income and gender, and donating behaviour. Results show that perceived generosity does not play an important role in Brunei compared to previous studies. The cause of this phenomenon could be due to the influence of the Bruneian culture. That is, the government takes a large responsibility for charitable events in Brunei and for this reason charitable donations from citizens are limited. Analysis also showed the importance of religion in predicting donation behaviour.
Research limitations/implications
Further research in this paper should attempt to make more cross-cultural comparisons of donor characteristics. This would provide a more holistic perspective on donor behaviour and thus assist managerial decisions in the marketing of charities. The effects of religiosity on donation behaviour should be further analysed to ascertain the variances of donation behaviour across cultures with high dominance of religion.
Originality/value
The principal contribution of this paper is that it provides insights into the nuances and characteristics of Bruneians in relation to attitudes and behaviour towards charitable donations.
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Saeb Farhan Al Ganideh and Mohammad Niamat Elahee
This paper aims to examine the causes and consequences of animosity that Sunni Arabs may harbor against Iran and Turkey – two regional powers and key players in the Middle East.
Abstract
Purpose
This paper aims to examine the causes and consequences of animosity that Sunni Arabs may harbor against Iran and Turkey – two regional powers and key players in the Middle East.
Design/methodology/approach
Using Jordanians as proxy for Sunni Arab consumers, data were collected from 218 respondents by means of an intercept survey. A systematic random sampling was used in selecting the respondents. Structural equation modeling was used to examine the role of religious/sectarian commitment (Sunni Islamic), ethnic identification (Arab), nationalism, patriotism and internationalism as potential sources of animosity of Sunni Arabs toward Iran and Turkey.
Findings
The findings show integrative/multiplicative impact of various social attributes on Sunni Arabs’ animosity toward Iran and Turkey and indicate a higher prevalence of animosity toward Iran than toward Turkey among the respondents. The findings also show how animosity decreases the likelihood of buying Iranian and Turkish products by Jordanian consumers.
Research limitations/implications
This paper, while unearthing interesting relationships among five antecedent variables, consumer animosity and purchase intentions, calls for further research to examine how the relationships between feelings of animosity and willingness to purchase products could be moderated by variables such as world-mindedness and foreign travel. Future researchers should also study how consumer animosity can be reduced.
Practical implications
The findings provide insights as to how foreign marketers can adjust their marketing strategies in the lucrative Arab market.
Social implications
The findings call for a more nuanced understanding of the role of religious/sectarian commitment, ethnicity, nationalism, patriotism and internationalism in causing and/or exacerbating animosity and consequently affecting purchase decisions of consumers.
Originality/value
The study contributes to the existing literature by measuring the hitherto unexamined role of intra-religious sectarian feelings in consumer animosity and purchase decisions and by analyzing the mediating role of consumer animosity between the five antecedent variables and willingness to purchase products from “enemy” countries.
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Sarah De Meulenaer, Nathalie Dens and Patrick De Pelsmacker
The purpose of this paper is to investigate how the globalization (vs localization) of different cues (advertising copy, brand name, spokesperson, brand logo) influences…
Abstract
Purpose
The purpose of this paper is to investigate how the globalization (vs localization) of different cues (advertising copy, brand name, spokesperson, brand logo) influences consumers’ perceived brand globalness.
Design/methodology/approach
The authors conducted conjoint analyses for two products differing in product category involvement (chocolates vs computer) with 200 consumers from the Netherlands. Additionally, based on cluster analysis, the authors divide respondents into two groups: local vs global consumer culture individuals, and the authors compare the results of the conjoint analysis for these two clusters.
Findings
Advertising copy is most important in determining perceived brand globalness. The spokesperson and the brand logo determine perceived brand globalness more strongly for a low-involvement product, whereas the brand name is more important for a high-involvement product. Further, the spokesperson and the brand logo are relatively more important for global consumer culture individuals, while local consumer culture individuals find the brand name and advertising copy relatively more important.
Practical implications
The most important cue to position a brand as global is the advertising copy. Brand managers of a low-involvement product and/or targeting global-minded consumers should concentrate on the spokesperson and the brand logo to position their brand. Managers of a high-involvement product and/or targeting local-minded people should focus on the brand name.
Originality/value
While a number of researchers have emphasized the importance of perceived brand globalness for international consumer behavior, the present study is the first to the authors’ knowledge to investigate the relative importance of different cues in creating perceptions of brand globalness.
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Saima Husain, Kanza Naheed and Mahrukh Isa
This case has been written after extensive field research. It is designed specifically for the International Marketing course. However, it can be used in Brand Management…
Abstract
Subject area
This case has been written after extensive field research. It is designed specifically for the International Marketing course. However, it can be used in Brand Management, Consumer Behavior and Marketing Management courses as well.
Study level/applicability
Final-year BBA students or first-year MBA students.
Case overview
Although introduced in Pakistan in 1999, Veet, a personal hygiene brand, has failed to realize its potential even after a decade. Pakistan is a conservative society and women feel embarrassed buying hair-removing creams. Humayun Farooq, the new brand manager, is at a crossroad; he believes in giving the brand a bold take-off by using fashion as a platform, whereas both top management and his assistant brand manager are skeptical of his proposition, as they see it as risky. His decision is critical, as there is pressure to strike a balance between global standardization and local cultural norms.
Expected learning outcomes
The students will be able to: understand how global brands need to conceptualize and implement local brand strategies, given the different market challenges; and apply key theoretical concepts in International Marketing such as cultural product adaptation.
Supplementary materials
Instructors must ask the students to study the following before discussing the case in class. For the on-air 2009 advertisement of Veet in Pakistan, visit: www.youtube.com/watch?v=8Va9bA-ebqE. Although the case sheds light on the relevant Pakistani cultural and religious norms, students may further research and study the Pakistani culture. Nijssen, E.J. and Douglas, S.P. (2011). “World World-mindedness and attitudes toward product positioning in advertising: an examination of global versus foreign versus local positioning”, Journal of International Marketing, Vol. 19 No. 3, pp. 113-133. Shivkumar, H. (2006), Managing global brand advertising, World Advertising Research Centre.
Subject code
CSS 8: Marketing
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Nayyer Naseem, Swati Verma and Attila Yaprak
The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions of…
Abstract
Purpose
The purpose of this paper is to shed light on the interplay between selected consumer behavior constructs and their individual and joint influences on purchase intentions of global, local, and hybrid brands. This is a topic that is becoming increasingly important as the world moves toward global economic interdependence and increasingly more firms expand abroad.
Methodology/findings
As the paper is in its conceptual/modeling phase, its research design is not yet complete, nor does it offer any findings. Resting our work on attitude and identity theories, we derive hypotheses about the potential influence of consumer behavior constructs, that is, the levels of the consumer’s global consumption orientation, globalization attitude, consumer ethnocentrism, and consumer cosmopolitanism on global brand attitude and its influence on willingness to purchase global versus nonglobal brands. We also derive hypotheses about influences that might moderate this relationship; specifically the consumer’s affinity with the home country of the particular brand, and the perceived value embedded in the brand.
Research/practical/social implications
Our work will contribute to the expanding literature on global consumer culture and consumption patterns and will thus provide valuable insights for international marketing managers and for social policy.
Originality/value
Our work will examine the joint influences of several consumer behavior constructs on brand purchase behavior, in addition to the independent influences of these constructs. It will also explore the possible mediating influence of global brand attitude on purchase intentions and moderating effects, if any, of perceived value and consumer affinity on consumers’ choices of global over local and hybrid brands.
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Adesegun Oyedele and Monica D. Hernandez
While researchers have argued that multicultural marketplaces are conceptually different from other types of marketplaces, the marketing literature has only recently begun to…
Abstract
Purpose
While researchers have argued that multicultural marketplaces are conceptually different from other types of marketplaces, the marketing literature has only recently begun to develop multicultural perspective studies, and very little research has been done to examine intergroup complexities in consumption contexts (Demangeot et al., 2015). The purpose of this study is to fill this research gap by developing and empirically testing a research model to examine the effects of socio-political constructs and intergroup-based emotional variables on consumer decisions to consume cross-ethnic products.
Design/methodology/approach
A questionnaire designed to assess the effects of socio-political constructs and intergroup-based emotional variables on consumer decisions to consume cross-ethnic products was developed and administered to 294 students at a Midwestern US university. The data were analysed using partial least squares structural equation modelling (PLS-SEM) techniques.
Findings
Results indicate that all path coefficients are significant. Social dominance, intergroup anxiety and intergroup experience were found to be important predictors of intergroup tolerance and, importantly, intergroup tolerance was found to significantly affect consumer attitude toward cross-ethnic products.
Research limitations/implications
In terms of limitations and future research implications, this research suffers from inherent limitations associated with self-reported survey research in a limited geographic region. Accordingly, study respondents may not be representative of consumers across the nation or the world, the respondents may not have understood the questions in the intended manner, and reported intentions may not reflect actual behaviour. This study was conducted among college students, but other target segments may have different intergroup experiences and perceptions of ethnic products.
Practical implications
Findings from this research suggest that firms offering ethnic products can increase crossover consumption appeal by implementing marketing communication programmes that integrate cultural forums and event tactics to promote positive intergroup experiences and tolerance among their multicultural customers.
Social implications
Regarding policy implications, public policymakers and social thinkers may use the findings of this study as a prism to better explicate intercultural dealings among multicultural consumers. The contention of this study about public policy implications is supported by Neal et al.’s (2013) perspectives on how consumption situations can serve as a lens for explicating intergroup emotions in multicultural marketplaces.
Originality/value
This is one of only a few studies in marketing to assess the effects of socio-political constructs in a consumption context. This is the first known study to underscore the importance of intranational ethnic differences and assess the effects of socio-political and intergroup-based emotional variables on attitude to consume ethnic products, specifically.
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Anna Makrides, Olga Kvasova, Alkis Thrassou, Elias Hadjielias and Alberto Ferraris
The purpose of this study is to systematically collate and scrutinize the state of the art on consumer cosmopolitanism (CCOS) from an international marketing perspective and to…
Abstract
Purpose
The purpose of this study is to systematically collate and scrutinize the state of the art on consumer cosmopolitanism (CCOS) from an international marketing perspective and to provide a foundation for future research on the subject matter to proliferate and prosper.
Design/methodology/approach
A systematic review of the extant literature was conducted focusing on peer-reviewed journal articles published in major marketing, international business and management journals.
Findings
A systematic analysis of 44 journal articles shows that CCOS research is a rapidly growing research stream in the international marketing field. However, at the same time, the results reveal a lack of coherent and consistent conceptual underpinning, conflicting empirical findings regarding the profile and behavior of cosmopolitan consumers, persisting knowledge gaps, as well as methodological and contextual weaknesses.
Originality/value
This paper is the first to consolidate the pertinent literature on CCOS. In doing so, it provides a roadmap for future research with reference to theory, context and methodology based on the research inconsistencies and knowledge gaps identified, contributing toward the development of this research area.
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Sven Feurer, Elisa Baumbach and Arch G. Woodside
Individuals showing high consumer ethnocentrism (CE) prefer domestic over foreign-made products and their preferences may contribute to barriers to international market entry…
Abstract
Purpose
Individuals showing high consumer ethnocentrism (CE) prefer domestic over foreign-made products and their preferences may contribute to barriers to international market entry. Therefore, how to identify such consumers is an important question. Shankarmahesh’s (2006) review reveals inconsistencies in the literature with regard to CE and its antecedents. To shed theoretical and empirical light on these inconsistencies, the purpose of this paper is to contribute two new perspectives on CE: first, a typology that classifies ethnocentric consumers by the extent to which they support government-controlled protectionism and consumer-controlled protectionism; and second, a configurational (recipe) perspective on the antecedents.
Design/methodology/approach
The study applies fuzzy-set qualitative comparative analysis of survey data from 3,859 consumers. The study contrasts the findings with findings using traditional statistical hypotheses testing via multiple regression analysis.
Findings
The results reveal several configurations of antecedents that are sufficient for consistently explaining three distinct types of CE. No single antecedent condition is necessary for high CE to occur.
Practical implications
The findings help global business strategists in their market entry decisions and in their targeting and segmentation efforts.
Originality/value
The authors show the value of asymmetrical thinking about the relationship between CE and its antecedents. The results expand understanding of CE and challenge conventional net-effects thinking about its antecedents.
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