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The purpose of this paper is to examine the effect of the interpretation strategy of cultural mixing on consumers’ evaluations of global brands that incorporate local cultural elements. Specifically, this paper examines whether a property interpretation and a relational interpretation have different influences on consumers’ evaluations of global brands that incorporate local cultural elements.

Two experiments were conducted as part of this research. Experiment 1 adopted a two (interpretation strategy: property interpretation vs relational interpretation) single-factor between-subjects design. Experiment 2 adopted a 2 (interpretation strategy: property interpretation vs relational interpretation) × 2 (polyculturalist beliefs: high vs low) between-subjects design. The data were analyzed using ANOVA and PROCESS 213.

A property interpretation (emphasizing that some features of a global brand transfer to local cultural elements) leads to a less favorable evaluation of global brands that incorporate local cultural elements than a relational interpretation (emphasizing a relation between global brands and local cultural elements). This effect is fully mediated by perceived cultural intrusion, and it exists only when consumers have a low level of polyculturalist beliefs.

This paper reveals that the phenomenon of cultural mixing occurs when global brands incorporate local cultural elements. In addition, the way that consumers perceive the relationship between global brands and local cultural elements will determine their reactions to global brands that incorporate local cultural elements.

The purpose of this paper is to comment on the conceptual framework highlighting the reinforcing nature of global consumer culture.

The approach is conceptual with illustrative examples.

The authors integrate the conceptual framework that highlights the reinforcing nature of global consumer culture with recent findings about the psychology of globalization. Specifically, the authors bring attention to the perceptual, cognitive and motivational consequences of globalization, as well as its effects on consumer identification. The authors illustrate how this integration provides insights for better predicting consumer behavior in a globalized world.

One key aspect of globalization is the creation of multicultural spaces in contemporary societies. Taking a psychological approach, the authors discuss how consumers respond to the process of culture mixing at the heart of globalization. This has consequences for marketers’ global endeavors and provides a nuanced understanding of consumer behavior in a globalized world.

The paper integrates a novel framework with recent findings about the psychology of globalization, opening avenues for future research on global consumer cultures.

This study aims to investigate how consumers respond to global brands adapting to local elements. Specifically, this study identified three factors (i.e., cultural compatibility, cultural elements authenticity and cultural pride) affecting the purchase intentions (PIs) toward global brands using Chinese elements among Chinese consumers in China and Chinese immigrants in North America. Another aim is to examine the moderating role of acculturation in the relationship between cultural pride and PIs among Chinese immigrants.

Three studies were conducted to test the hypotheses in China and North America. Confirmatory factor analysis was used to confirm the factor structure. Hierarchical regression was used to test the main effects and moderated regression analysis was used to test the moderation effect.

Results show that cultural compatibility, cultural elements authenticity (CEA) and cultural pride positively affect the PIs toward global brands with Chinese elements for both Chinese consumers and Chinese immigrants. Further, among Chinese immigrants, acculturation moderates the relationship between cultural pride and PIs.

This study explored the factors influencing the PIs toward global brands using Chinese elements, filling a research gap. To the best of the authors’ knowledge, this study is the first to examine how perceived CEA affects consumers’ PIs toward global brands with Chinese elements. Further, the findings have implications for global brands that want to target Chinese consumers and Chinese immigrants in overseas markets.

This paper claims that global corporations should rethink the concept of cultural control, which relies on an implicit culture, corporate culture, for the control of local managersș thoughts and behavior. Instead, based on hybridizations of corporate and local management cultures created through personal socialization conducted by Swedish and American corporations in local offices in Thailand and Mexico, the paper offers a perspective for cultural control that views and understands cultures in terms of change and hybridizations.

The purpose of this paper is to assess the consequences of a nature-culture divide in spatial policy on cultural heritage in the Dutch Wadden Sea area, which is protected by UNESCO for its ecological assets.

This paper investigates this by discussing the international and national policy frameworks and regional examples of the consequences of the divide.

The effects of the nature-culture divide appear to be negative for the landscape. Approaching the Wadden Sea Region as an agricultural-maritime landscape could help overcome the fixation on nature vs culture and the hardness of the sea dikes as spatial boundaries between the two domains. A reconsideration of the trilateral Wadden Sea region as a mixed World Heritage Site could lead to a more integrated perspective.

These findings inform policy development and the management of landscape and heritage in the region. This case forms an example for other European coastal regions that struggle with conflicting natural and cultural-historical interests.

The purpose of this paper is to examine differences in team‐related behaviours, skills, attitudes and values on the part of female Arab students with different educational experiences.

A survey instrument was administered to two female Arab student groupings: one from a single‐gender, single‐nationality university (n=77), the second from a co‐educational, mixed nationality university (n=41). Based on a literature review, respondents were asked to recall their most recent team experience and respond to a number of items relating to team member demographics, team performance and individual team‐related behaviours and attitudes.

The findings show significant differences between the two groups in relation to individual behaviours and attitudes to teamwork, and in reports of team performance. Those students working in homogenous teams reported healthier levels of team performance, and a more positive attitude to working in teams. However, they were also found to be significantly more likely to engage in behaviours detrimental to effective team functioning, such as hiding true voice and changing views to accommodate the team, and expressed lower preference for working in heterogeneous teams.

Given the multi‐cultural and mixed gender nature of (much of) the workplace within the Gulf region, and government policy aimed at increasing the number of females active in the workforce, the observed differences in team behaviours and attitudes have implications for both education policy and the development of teamworking skills, and workplace management, in terms of employee recruitment, selection and placement, socialisation and training.

Females are playing an increasing role in the workforce of many Arab nations. However, to date little research has been carried out into the work‐related values and attitudes of Arab females. This is especially so in the area of working in multi‐cultural and mixed gender teams. The present paper helps address this gap.

Agency development is inherently a process of institutional evolution. The purpose of this part 2 (of a 3 part) paper is to explore development in the political context, producing a cultural model of political development as institutional evolution, explaining how political groups may come to power culturally. This requires a detailed examination of culture and cultural change, and a study of strategic political frames that define political groups seeking support for political power from agents in a political sphere. During cultural instabilities or social crises, frames may become cynical and embrace liquid persuasion and hence populism.

A cultural model for political development is created involving three variables (emotional climate, cultural order and compliance). This enables cultural comparison of different political groups. Strategic political frames are examined to understand how those vying for agency power may attract support from agents in the activity system. Liquid frames are also explored to understand the cynical nature of populism and its contribution to institutional devolution.

A political development theory result that identifies the conditions under which formal political groups can promote frames that may attract support from agents from who they require support to gain agency power status. A model is produced for political development. It explains populism as a thin ideology with a collectivist orientation that uses liquid framing, and it introduces its individualist counterpart, political synergism.

The implication of this research is that it will allow empirical methods to be used that potentially enable political outcomes in complex political environments to be anticipated, given additional appropriate measurement criteria.

Linking agency and institutional theory to explain the process of development is new, as is its application to the political development process in a political landscape. As part of this linkage, it has been shown how Bauman’s concept of liquidity relates to Sorokin’s ideas of socio-cultural change.

Mixed products, while presenting new business opportunities, raise considerable concerns among managers and researchers. However, whether mixed products (functionally vs culturally) trigger positive or negative consumer reactions is controversial. Hereby, the present research seeks to resolve the conflicting effects by examining the moderating role of service provider type (humanoid service robot vs human employee) in the impact of mixed products on consumer reactions.

Two studies were conducted to explore the effect of mixed products on consumer reactions. Specifically, study 1 was developed to examine the interplay of mixed products and service provider type in shaping consumers' product attitudes and purchase intentions under an offline shopping scenario; study 2 further provided evidence for the mediating roles of perceived usefulness and perceived enjoyment in the above processes under an online-shopping context.

The convergent findings of two studies conclude that, when served by a humanoid service robot (vs human employee), consumers exhibit more positive attitudes and higher purchase intentions toward functionally (vs culturally) mixed products. Furthermore, such effect is driven by the perceived usefulness (vs perceived enjoyment) when served by humanoid robot (vs human employee).

First, this is one of the first studies to conceptualize mixed products as the two-dimensional construct (i.e. functionally mixed and culturally mixed), and the findings sheds light on the mixed products literature. Second, this paper introduces service provider type as the boundary condition for the impact of mixed products on consumers' product attitudes and purchase intentions, which expands the match-up hypothesis and schema theory in service marketing. Third, the current research explores the mediating roles of perceived usefulness and perceived enjoyment in the above effects, which could make significant contribution to the motivation theory.

In the high technology environment of “Silicon Valley”, California, the companies have a high percentage of foreign‐born employees, often with a strong sense of ethnic identity. An OD project in one such company with production problems revealed that organisational complexities needed greater teamwork from managers who were, due to their diverse backgrounds, unconsciously at odds in their assumption sets and values. Inter‐group team‐building workshops, coaching, added organisational structure, and cultural awareness training greatly improved working relationships.

The number of cultural centres in South China shows an increasing trend. However, there is still a lack of research of this public building type and its related design strategy. This paper aims to identify general characteristics and presents design principles of cultural centres and thus enriches the theory of compact design strategies.

In total, 66 cases of cultural centres in South China have been investigated. The design patterns of these cultural centres projects are analysed by Statistical Product and Service Solutions (SPSS). The theory of compact design strategies is thus used to emphasize the systemic characteristics of cultural centres.

Cultural centres mostly have an overall floor area between 20,000-40,000 square metres (m²). Much cultural centres consist of three to four functional components. Different functional blocks are intensively organized in parallel or in series along a horizontal or vertical direction. The combination of multiple functions is divided into four usual composition types. The most common type is the “synthetical integration”. There are a total of four different distribution modes of integrated layout. Each of these modes can express different narrative themes according its needs, and four kinds of narrative themes are summarized.

Appropriate compact design strategies may be applied to improve the quality of public buildings in a region with the problem of land use limitation. Applications of results of this paper may enhance design efficiency or lead to more appropriate works.

Compact design strategies can be a guide for appropriate architectural design. The findings of this research provide regular design patterns for designers and engineers to streamline their design process.