Journal articles on the topic 'Cross- Cultural Marketing Model'
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Sohmen, Victor S. "Towards A Qualitative Model of Cross-Cultural Marketing." South Asian Journal of Marketing & Management Research 6, no. 12 (2016): 80. http://dx.doi.org/10.5958/2249-877x.2016.00042.4.
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Purchase, Sharon, and Antony Ward. "AAR model: cross‐cultural developments." International Marketing Review 20, no. 2 (April 2003): 161–79. http://dx.doi.org/10.1108/02651330310470384.
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Williams, Jerome D., Sang-Lin Han, and William J. Qualls. "A Conceptual Model and Study of Cross-Cultural Business Relationships." Journal of Business Research 42, no. 2 (June 1998): 135–43. http://dx.doi.org/10.1016/s0148-2963(97)00109-4.
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Cwalina, Wojciech, Andrzej Falkowski, and Bruce I. Newman. "Towards the development of a cross‐cultural model of voter behavior." European Journal of Marketing 44, no. 3/4 (April 6, 2010): 351–68. http://dx.doi.org/10.1108/03090561011020462.
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Alsaleh, Dhoha A., Michael T. Elliott, Frank Q. Fu, and Ramendra Thakur. "Cross-cultural differences in the adoption of social media." Journal of Research in Interactive Marketing 13, no. 1 (March 11, 2019): 119–40. http://dx.doi.org/10.1108/jrim-10-2017-0092.
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PurposeAs social media have become very popular and an integral part of the world economy in recent years, identifying factors that influence consumers’ attitudes toward social media sites has become a major goal of many researchers in academia and industry. This paper aims to identify factors that predict consumers’ attitudes and intentions toward usage of Instagram, a relatively new social media tool. In addition, it examines the role of an important dimension of culture – individualism vs collectivism –to determine cultural influences on the adoption of social media in the USA (i.e. an individualistic culture) and Kuwait (i.e. a collectivist culture).Design/methodology/approachData were collected from a convenience sample of undergraduate business and MBA students from Kuwait and the USA. To validate the measures for the constructs depicted in the conceptual model, the authors conducted an exploratory factor analysis using all items. They then conducted a confirmatory factor analysis to further evaluate the adequacy and validity of the measurement model. They also tested the hypotheses using structural equation modeling (SEM).FindingsOut of the nine hypotheses that were tested for significance, the SEM results indicated that seven hypotheses were significant. The results indicated a non-significant result between perceived critical mass is not a predictor of perceived usefulness and social influence to attitude.Research limitations/implicationsThe current study has some limitations that need to be recognized and can be used as guidelines for future research. First, college students represent only a portion of online users and may impact the external validity of our study. Hence, a more diverse sample with a broader range of ages, incomes, education levels, cultures and national origins would be advisable. Second, this study featured a dynamically continuous innovation (Instagram) rather than a discontinuous innovation. Third, other factors can be carried out to see other variables other than those described in this study to predict consumer’s attitude and intention to use the social media.Practical implicationsCultural characteristics such as individualism/collectivism would seem to be potentially useful when segmenting countries. The results of the current study indicate that the modified model is applicable to a cross-national group of social media users. This study demonstrates the impact of cultural characteristics on various technology adoption. Hence, managers must be aware that countries can be grouped according to the type of cultural effect within each. Each social media category, clusters can be formed consisting of countries that are expected to have similar usage patterns based on technological capability and social norms. By understanding the factors that influence each cluster of countries, firms can design customized social media programs.Social implicationsThis research provides valuable information to better understand the consumers’ attitudes and intentions toward the emerging social media landscape. Indeed, the popularity of social media has greatly changed the way in which people communicate in today’s world. In particular, Instagram has gradually become a major communication media for both social and business purposes. This research shed light into the factors that influence intentions to adopt social media across different cultures. It empirically examines the role of culture – individualism vs collectivism – by using two samples (i.e. Kuwait and the USA) to determine cultural influences on the adoption of social media in different cultures.Originality/valueUsing data drawn from Kuwait and US samples, this current study draws upon the theory of reasoned action (Fishbein and Ajzen, 1975) and the technology acceptance model (Davis, 1989). The results of the analysis indicate that the modified model is applicable to a cross-national group of social media users. Moreover, this study demonstrates the impact of cultural characteristics on various technology adoption constructs in the model.
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Calantone, Roger, Michael Morris, and Jotindar Johar. "A cross-cultural benefit segmentation analysis to evaluate the traditional assimilation model." International Journal of Research in Marketing 2, no. 3 (January 1985): 207–17. http://dx.doi.org/10.1016/0167-8116(85)90013-8.
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Naumova, Olena, Svitlana Bilan, and Mariia Naumova. "Luxury consumers’ behavior: a cross-cultural aspect." Innovative Marketing 15, no. 4 (November 12, 2019): 1–13. http://dx.doi.org/10.21511/im.15(4).2019.01.
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A comprehensive study of the consumers’ needs and demands, the patterns of their social and cultural behavior are essential to the success of the modern luxury companies in their market activity. The purpose of research is to study the possible differences and similarities in the perception of luxury and motivation to purchase these goods by consumers in different parts of the world and selection of acceptable marketing tools. The study is built on the results of analysis of cultural values in some countries using the country comparison tool developed by Hofstede and the results of analysis of scientific articles on the behavior of luxury goods consumers in different countries. The methodology approach – Hofstede’s model of national culture and scientific studies belonging to cultural impacts on luxury consumers’ behavior – is applied to explore cross-cultural differences in luxury consumption behavior. The findings of the study are as follows: consumers from countries with high power distance, collectivism, and masculinity, long-term orientation, and low indulgence primarily perceive social values in consuming luxury goods and are sensitive to conspicuous luxury-status. In cultures with high individualism, masculinity, indulgence, and low power distance, consumers display to perceive individual and functional values and are sensitive to “emotional hedonistic luxury.” The consumption of luxury goods in the Asian region is characterized by significant focusing on social values and status consumption, more than in the rest of the world. The motives of achievements in the form of self-realization and self-actualization are among the main reasons for the luxury consumption of European Union consumers.
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Paul Jones, Robert, Jewon Lyu, Rodney Runyan, Ann Fairhurst, Youn-Kyung Kim, and Laura Jolly. "Cross cultural consensus: development of the universal leadership model." International Journal of Retail & Distribution Management 42, no. 4 (April 8, 2014): 240–66. http://dx.doi.org/10.1108/ijrdm-09-2012-0078.
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Purpose – Retailers have demonstrated mixed results during international expansions. However, home market saturation and the economic climate are forcing more and more retailers to look beyond their borders for revenue. A critical participant in the internationalizing effort is the expatriate manager. Unfortunately the literature is unclear and at times conflicted over how to select and prepare expatriate management for their leadership role. Therefore, this study was designed with the purpose of uncovering various factors which may lead to expatriate retail management success. Design/methodology/approach – Based on the lack of unanimity in the literature this study adopted a qualitative research methodology in order to develop some consensus regarding successful expatriate leadership attributes. Grounded theory was employed utilizing extensive in-depth interviews as the primary data gathering and analysis tools. Findings – A multi-dimensional construct emerged from the data requiring all dimensions to be utilized for a successful retail expatriate assignment. The construct of “Universal Leadership”, is proposed as formative, comprised of reflective sub-dimensions; Ability, Adaptability, Ambassadorship, and Awareness (Self), which we refer to as the Four A's, for successful expatriate management assignments. Several propositions are put forward as suggestions for future research in the use of the universal leadership model for both selection and training of retail expatriate managers. Originality/value – The study develops a theoretical platform for expatriate leadership success allowing for cultural and business variation. Awareness is introduced as a critical attribute in achieving success as an expatriate success. The universal leadership model proposes attributes beneficial for training and also selection which is critically under examined in the literature.
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Sampaio, Cláudio Hoffmann, Wagner Junior Ladeira, and Fernando De Oliveira Santini. "Apps for mobile banking and customer satisfaction: a cross-cultural study." International Journal of Bank Marketing 35, no. 7 (October 2, 2017): 1133–53. http://dx.doi.org/10.1108/ijbm-09-2015-0146.
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Purpose By specifically focussing on the use of mobile banking apps, the purpose of this paper is to examine how perceived justice moderates the relationship between the benefits offered by mobile banking and the consequences of satisfaction with mobile banking. This research employs a model in which mobile banking offers comprehensive benefits, satisfaction and consequences that favour mobile banking; in addition, the model also tests the moderating role of perceived justice and uncertainty avoidance in this context. Design/methodology/approach This survey study was conducted among bank customers who suffered service failure with certain mobile banking apps. The surveys were collected in three different countries: Brazil, India and the USA. A total of 383 questionnaires were collected. Confirmatory factor analysis and structural equation modelling were applied to analyse and test the hypotheses of this study. Findings The results indicate that the benefits offered by mobile banking are positively related to customer satisfaction. Additionally, three consequences of customer satisfaction were analysed: trust, loyalty and positive word-of-mouth. Regarding the context of service failure, the influence of offered benefits on customer satisfaction was significantly different between customers with high and low perceived justice. Uncertainty avoidance (Brazil, USA and India) was not a significant moderator in this study. Practical implications The model can be useful for banks to understand perceived justice. Additionally, managers can use the study’s results to develop strategies to better serve customers. Originality/value The main contribution is to extend previous research on the benefits offered by mobile banking and the consequences of satisfaction with mobile banking, which includes studies on service failure and perceived justice.
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Krautz, Carolin, and Stefan Hoffmann. "The Tenure-Based Customer Retention Model: A Cross-Cultural Validation." Journal of International Marketing 25, no. 3 (September 2017): 83–106. http://dx.doi.org/10.1509/jim.16.0040.
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Yuen, Yee Yen, Paul HP Yeow, and Nena Lim. "Internet banking acceptance in the United States and Malaysia: a cross-cultural examination." Marketing Intelligence & Planning 33, no. 3 (May 5, 2015): 292–308. http://dx.doi.org/10.1108/mip-08-2013-0126.
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Purpose – The purpose of this paper is to investigate the cultural differences in internet banking adoption between the USA and Malaysia. It aims to provide marketing recommendations based on specific cultural dimensions to promote internet banking. Design/methodology/approach – With four added variables (attitude towards use, perceived credibility, self-efficacy, and anxiety), the Unified Theory of Acceptance and Use of Technology model was used. A questionnaire was developed based on the research model and distributed to 1,050 internet banking users from two countries. Structural equation modelling (SEM) was applied to 666 valid questionnaires to test the research hypotheses. Findings – Results show that due to cultural differences, global consumers have different internet banking adoption patterns. Consumers in the USA have a more positive attitude towards use. Moreover, perceived credibility plays an important role in influencing internet banking in the USA. On the other hand, performance expectancy has a direct influence on internet banking adoption in Malaysia. Cultural dimensions such as individualism/collectivism, power distance, uncertainty avoidance, monochronic/polychromic, and high context/low context were used to explain these findings. Based on the findings, marketing recommendations that help promote internet banking in both countries were provided. Originality/value – This is the one of the pioneer studies that highlights the importance of cultural differences in promoting internet banking services. It contributes to the literature by developing and testing a comprehensive research model using SEM.
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Chen, Chun-Liang. "Cross-disciplinary innovations by Taiwanese manufacturing SMEs in the context of Industry 4.0." Journal of Manufacturing Technology Management 31, no. 6 (October 6, 2020): 1145–68. http://dx.doi.org/10.1108/jmtm-08-2019-0301.
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PurposeThe aim of this paper is to explore how small and medium enterprises (SMEs) in Taiwan employ technology to participate in global supply chains so as to respond to the Fourth Industrial Revolution.Design/methodology/approachThis study chose four small to medium textile SMEs using qualitative exploratory multiple case studies to examine their participation in the global value chain (GVC) and under the context of Industry 4.0.FindingsThis study proffered a strategic model for the innovative integration of textile manufacturing companies and cultural content industry into the global market. The results identified four types of cross-disciplinary value creation strategies by Industry 4.0-driven technology and cultural content infusion: enhancing digital product display capabilities, integrating cultural content design and online marketing, creative brand marketing with cyber-physical channel integration and emotional marketing incorporated with smart services.Originality/valueThe author proposed the following cross-disciplinary value creation strategies for clothing SMEs in Taiwan: (1) enhancing digital product display capabilities, (2) integrating cultural content design and online marketing, (3) creative brand marketing with cyber-physical integration and (4) emotional marketing incorporated with smart services. Using these strategies, SMEs can incorporate cultural and lifestyle aspects into products and services and embed themselves in the global marketing links of GVCs.
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Mortimer, Gary, Larry Neale, Syed Fazal E. Hasan, and Benjamin Dunphy. "Investigating the factors influencing the adoption of m-banking: a cross cultural study." International Journal of Bank Marketing 33, no. 4 (June 1, 2015): 545–70. http://dx.doi.org/10.1108/ijbm-07-2014-0100.
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Purpose – Little is known about the adoption of mobile banking technologies in emerging Asian economies. The purpose of this paper is to empirically examine the motivators that influence a consumer’s intentions to use mobile banking. Design/methodology/approach – A web-based survey was employed to collect data from 348 respondents, split across Thailand and Australia. Data were analysed by employing exploratory and confirmatory factor analyses, path and invariance analyses. Findings – The findings indicate that for Australian consumers, perceived ease of use, perceived usefulness (PU) and perceived risk (PR) were the primary determinants of mobile banking adoption. For Thai consumers, the main factors were PU, PR and social influence. National culture was found to impact key antecedents that lead to adoption of m-banking. Research limitations/implications – The actual variance explained by the study’s model was higher in Australia (59.3 per cent) than for Thailand (23.8 per cent), suggesting future research of m-banking adoption in emerging Asian cultures. Practical implications – The authors identify the important factors consumers consider when adopting m-banking. The findings of this research give banking organisations a foundational model that can be used to support m-banking implementation. Originality/value – The study is perhaps the first to examine and compare the intention to adopt m-banking across Thai and Australian consumers, and responds to calls for additional research that generalises m-banking and m-services acceptance across cultures. This study has proposed and validated additional constructs that are not present in the original SST Intention to Use model.
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Nguyen, Ngoc, and Edyta Rudawska. "Integrated Cultural Theories on Mobile Marketing Acceptance: Literature Review." Central European Management Journal 30, no. 3 (September 15, 2022): 112–35. http://dx.doi.org/10.7206/cemj.2658-0845.84.
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Purpose: This article investigates trends in studies on the impact of cultural factors on mobile marketing acceptance. To that end, the article provides a literature review of technology acceptance models and cultural models used in research on mobile marketing. Design/method/approach: This study used qualitative methods to assess the situation of studying cultural factors in the context of mobile marketing acceptance. Various bibliographic sources were consulted, mainly from publications specializing in mobile marketing and cultural theories. These queries were primarily performed through Scopus, one of the main databases of indexed publications related to this topic. Findings: In the field of mobile marketing, interest in the impact of cultural factors on consumer behavior has steadily increased over the past decade. Furthermore, the research showed the role and impact of each cultural dimension on mobile marketing acceptance. Cultural differences lead to differences in consumer behavior toward mobile marketing. Originality/Value: This overview provides a comprehensive discussion and appraisal of cultural theories, a review of technology acceptance theories, and an analysis of previous cross-cultural studies on technology adoption.
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Krishen, Anjala S., Mark A. A. M. Leenders, Siva Muthaly, Marta Ziółkowska, and Michael S. LaTour. "Social networking from a social capital perspective: a cross-cultural analysis." European Journal of Marketing 53, no. 6 (June 10, 2019): 1234–53. http://dx.doi.org/10.1108/ejm-12-2016-0892.
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PurposeUsing social capital theory (SCT), the purpose of this research is to determine the success of social networking in societies that may be lower in social capital, for example in Poland, versus those which are higher in social capital, such as the USA.Design/methodology/approachThis paper uses a partial least squares approach with a cross-cultural sample. The complete sample consists of 556 participants for this study across the USA (n= 258) and Poland (n= 298).FindingsResults indicate that social media success is lower in Poland and that this result is related to lower social networking capital in Polish society. However, the proposed model shows that social media functionality can overcome some of the barriers.Research limitations/implicationsLimitations include a very specific set of countries rather than a larger set of countries and sample, survey methodology which could be augmented with a mixed methods approach and convenience sampling which ensured homogeneity and matching.Practical implicationsBased on this research, media designers should attempt to keep information quality high but even more importantly, they should increase interactivity. For Poland in particular, well-designed interactivity can mitigate societal barriers to success of social media, as it can enhance trust in such platforms.Social implicationsBecause of Poland’s history of more than 40 years of communism, the newer generations may eventually become more adaptive to social networking tools and such acceptance could lead to greater social capital, which is important for Polish society from a business perspective as well.Originality/valueThe most important contribution of this research is that it theoretically and empirically establishes the importance of SCT in relation to social networking across two different countries.
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de Mooij, Marieke. "Cross-cultural research in international marketing: clearing up some of the confusion." International Marketing Review 32, no. 6 (November 9, 2015): 646–62. http://dx.doi.org/10.1108/imr-12-2014-0376.
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Purpose – The purpose of this paper is to shed light on the discussion of cross-cultural research, in particular the use of dimensions of national culture, for international marketing. Design/methodology/approach – Discuss definitions of values and culture, analyze cultural models as to purpose and design and applications of models to international marketing. Findings – International marketers benefit from applying dimensions of national culture, but researchers make mistakes in applying and interpreting such dimensions, thus discrediting useful means of research for international marketing. Practical implications – Researchers should understand the problems of multi-level research and interpret dimensions better when using them for research. Originality/value – The value of this paper is in clearing up some of the misunderstandings about dimensions of national culture.
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Shin, Dong-Hee, and Hyungseung Choo. "Exploring Cross-Cultural Value Structures with Smartphones." Journal of Global Information Management 20, no. 2 (April 2012): 67–93. http://dx.doi.org/10.4018/jgim.2012040104.
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Smartphone users in the U.S. and Korea were cross-surveyed to determine country-specific differences in product value perceptions. Usability factors and aesthetic values were combined using the theory of reasoned action (TRA). The strengths of the model’s relationships are discussed. The models were analyzed cross-nationally to explore differences in the compositions of technology adoption motives in the two countries. Although the results illustrate the importance of both usability and aesthetic values, the two countries show different value preferences as well as intention and adoption patterns. The results of this study suggest practical implications for employing cross-cultural strategies in the global marketing of smartphones as well as theoretical implications for cross-country studies, which are recommended accordingly.
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Chan, Haksin, and Lisa C. Wan. "Consumer Responses to Service Failures: A Resource Preference Model of Cultural Influences." Journal of International Marketing 16, no. 1 (March 2008): 72–97. http://dx.doi.org/10.1509/jimk.16.1.72.
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This article highlights consumers’ preference for economic (versus social) resources in individualist (versus collectivist) cultures and demonstrates the multifaceted effects of culture on consumer responses to service failures. A cross-cultural study involving American and Chinese participants in the setting of a computer repair service confirms seven of eight hypotheses derived from the resource preference model. The results indicate that Americans (versus Chinese) are more dissatisfied with an outcome failure but less dissatisfied with a process failure. This interactive effect of culture and failure type seems to be driven by a corresponding pattern of attribution tendencies across cultures. Not only do Americans and Chinese differ in service dissatisfaction, but they also tend to express their dissatisfaction in different ways, preferring voice and private responses, respectively. Overall, the resource preference model enhances theoretical understanding of cross-cultural consumer behavior and provides culture-specific guidelines for managing the inevitable service failures.
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Barros, Ludmila Bandeira Lima, Martin de La Martinière Petroll, Cláudio Damacena, and Marc Knoppe. "Store atmosphere and impulse: a cross-cultural study." International Journal of Retail & Distribution Management 47, no. 8 (August 12, 2019): 817–35. http://dx.doi.org/10.1108/ijrdm-09-2018-0209.
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Purpose The purpose of this paper is to investigate the influence of store atmosphere on consumers’ positive emotional responses and impulsive purchase behaviour. In addition, it analyses the moderating role of culture characteristics and situational variables on this influence. Design/methodology/approach The study carried out a quantitative face-to-face on-site survey of a retail fashion brand in two countries, Brazil and Germany. This paper extended the original model of Jung Chang et al. (2014) based on environment, design and social features (staff) by adding store atmosphere factors such as layout, music and lighting (Mohan et al., 2013), thereby defining store atmosphere as the way customers perceive and experience the combination of all those factors. Findings Data analysis from 313 consumers by structural equation modelling (PLS–SEM) showed that most factors influence consumers’ positive emotional responses, but no significant difference between countries. However, the effect of emotions on impulse purchase behaviour is stronger among collectivist consumers (Brazil) than among individualists (Germany). Originality/value This study sheds light on the links between store atmosphere and retail market in Brazil and Germany, framing its conclusions in the context of a comparison between cultures. The paper extends the growing research in the area by exploring the moderating role of the individualism–collectivism dimension of national culture in consumer buying behaviour by comparing the strength of various relationships across shoppers from individualistic vs collectivistic cultures.
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Escudero Fernández, Sofía. "Proposed theoretical model for brand name acceptance analysis in new markets." ESIC MARKET Economic and Business Journal, Volume 50, Issue 2 (May 1, 2019): 341–64. http://dx.doi.org/10.7200/esicm.163.0502.3.
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Objective: Determining how and in what way the brand communicates in retail outlets and how the different parameters affect the product’s communication and perception is a key part of business strategy. Identifying how the brand name is perceived is a fundamental phase of an SME’s marketing strategy for products in new markets. Methodology: This paper describes a theoretical analysis model of the components of a brand that influence its communication and affect the consumers’ perception at sales outlets. Results: The model was able to clarify the relevant external factors, especially those associated with environmental and cultural factors. A cross-sectional examination was able to indicate the visual, acoustic and marketing components of the brand that should be analysed to clarify its communicational strengths in new cultural environments. Limitations: The brand analysis model is implemented by means of a specially designed survey and allows the graphic aspects to be selected, besides pointing out the graphic and phonetic aspects of the brand’s weaknesses and strengths in new markets. Practical implications: This study is expected to be useful to both graphic designers and marketing departments in that it provides a shared reference point for both these specialist areas to assist in precision tuning of the brand’s graphic, phonetic and marketing variables by means of shared points of analysis.
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Song, Young-A., Hongmin Ahn, and Yongjun Sung. "Cultural values in financial services advertising: a cross-cultural study of magazine ads in the USA and Korea." Journal of Services Marketing 28, no. 5 (August 5, 2014): 349–60. http://dx.doi.org/10.1108/jsm-11-2012-0220.
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Purpose – This paper aims to examine whether culture impacts the execution of financial services advertising (FSA). Specifically, this study investigates how cultural values are reflected in FSA by comparing magazine ads in the USA and Korea. Design/methodology/approach – This study analyzed the content of a total of 1,889 (USA = 1,486; Korea = 403) FSA in print business/news magazines from 2005 to 2009. Findings – The finding of this study showed significant cultural differences of FSA in terms of collectivism, high and low cultural contexts, human models/celebrity presence and time orientation between the USA and Korea. However, the difference in individualistic cues between the USA and Korea was not significant. Research limitations/implications – Using the integration of multiple cultural frameworks will better explain cultural differences reflected in marketing communication in the financial services (FS) sector. Future research is needed to generalize how such frameworks are reflected in different settings, such as different media or different countries. Practical implications – The findings of this study suggest that FSA reflect cultural values, providing further implications for FS companies targeting the global market. Originality/value – This study extends the understanding of impact of cultural values on advertising by exploring the FS industry.
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de Mooij, Marieke. "Comparing dimensions of national culture for secondary analysis of consumer behavior data of different countries." International Marketing Review 34, no. 3 (May 8, 2017): 444–56. http://dx.doi.org/10.1108/imr-02-2016-0047.
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Purpose The purpose of this paper is to find consumption-related similarities and differences between the three major dimensional models of national culture, to help researchers select specific models or dimensions for their cross-cultural studies. Design/methodology/approach First, a review of the theoretical background of cultural values and three models of national culture is provided: those by Hofstede, Schwartz and GLOBE. Then these models are compared through partial correlation analysis, controlling for GNP/capita of a set of 25 relevant consumer behavior-related data with country scores of 21 dimensions of the three dimensional models. Findings Of all models several dimensions explain differences in consumer behavior. Some dimensions explain values related to specific consumer behavior domains better than others. Only a few dimensions of different models do not show meaningful interesting relationships with consumer behavior issues. Dimensions with the same label do not explain similar differences. Practical implications Cross-cultural researchers can choose from the several cultural models, but selecting a model only based on descriptions of the contents of dimensions is difficult. The relationships of dimensions with concrete consumer behavior data found in this study facilitate choice. This analysis may help researchers who consider conducting cross-cultural analysis of consumer behavior data to select a specific model, or specific dimensions of different models that apply best to their research question. Originality/value This is the first study that compares the three major dimensional models with examples of consumer behavior-related items.
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Sierra, Jeremy J., Michael R. Hyman, Byung-Kwan Lee, and Taewon Suh. "Antecedents and consequences of extrinsic superstitious beliefs: a cross-cultural investigation." Asia Pacific Journal of Marketing and Logistics 27, no. 4 (September 14, 2015): 559–81. http://dx.doi.org/10.1108/apjml-01-2015-0015.
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Purpose – The purpose of this paper is to advance the understanding of antecedents and consequences of superstitious beliefs. Design/methodology/approach – From survey data drawn from 206 South Korean and 218 US respondents, structural equation modeling is used to test the posited hypotheses. Findings – To extrinsic superstitious beliefs, both the South Korean and US models support the subjective happiness through self-esteem path and the anthropomorphism path; from these beliefs, both models support the horoscope importance path and the behavioral superstitious beliefs path. Only the US model supports the path from self-esteem to extrinsic superstitious beliefs, and only the South Korean model supports the path from intrinsic religiosity to extrinsic superstitious beliefs. Research limitations/implications – South Korean and US student data may limit generalizability. As effect sizes in this context are established, researchers have a benchmark for future quantitative superstition research. Practical implications – By further understanding antecedents and consequences of superstitious beliefs, marketers are in a better position to appeal to targeted customers. Anthropomorphism and intrinsic religiosity, not fully studied by marketing scholars, show promise as segmentation variables related to consumers’ attitudes and behaviors. Social implications – To avoid unethical practice, marketers must limit themselves to innocuous superstition cues. Originality/value – Leaning on experiential consumption theory and the “magical thinking” literature, this study augments the superstition literature by exploring carefully selected yet under-researched determinants and consequences of superstitious beliefs across eastern and western consumer groups.
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Saqib, Najam Us. "Predicting cross-cultural intentions to engage in physical activity." International Journal of Pharmaceutical and Healthcare Marketing 12, no. 3 (September 3, 2018): 307–24. http://dx.doi.org/10.1108/ijphm-12-2016-0067.
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Purpose This research identifies cross-cultural differences between perception and behavioral intentions of Western and South Asian consumers to engage in physical activity. The theory of planned behavior is applied. It aims to provide insights to healthcare marketers and managers to address the problems of being overweight and obese in South Asia. Design/methodology/approach Path analysis was used to conduct this research. Two online questionnaires were used to collect data from South Asian and North American respondents. Cross-cultural differences were identified based on results from structural equation models. Findings Path analysis shows that the theory of planned behavior effectively predicted the behavioral intentions of North American and South Asian respondents. South Asians are more strongly influenced by subjective norms and perceived behavioral control in their intentions to engage in physical activity. On the other hand, North Americans are more strongly influenced by their attitudes. Practical implications A consistent campaign to increase awareness about the risks of being overweight and obese will be necessary in South Asian countries to address this problem. Healthcare marketers need to emphasize marketing messages that lead to positive attitudes toward a healthy lifestyle in society and form public opinion such that it increases the role of social norms. Originality/value The research establishes the utility of the theory of planned behavior for South Asian populations. It identifies cross-cultural differences in terms of how behavioral intentions to engage in physical activity are formed in North American and South Asian populations. The findings are relevant to healthcare service managers and marketers in South Asia.
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Fain, Nusa, and Beverly Wagner. "R&D-marketing integration in innovation – does culture matter?" European Business Review 26, no. 2 (March 4, 2014): 169–87. http://dx.doi.org/10.1108/ebr-09-2013-0121.
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Purpose – This paper takes an exploratory approach towards understanding the applicability of established theoretical frameworks for cross-functional integration in different global environments. In particular, the role of culture is considered as its impact on organizations may affect the ability to create a global generic model for cross-functional integration in product development. In order to achieve this aim, the paper will explore two cases from different cultural environments, namely that of Slovenia and the UK. Design/methodology/approach – The authors compare two different companies, based on their case profile and cultural background. Both are heavy engineering companies involved in product development, one originating in the developing economy of Slovenia, the other from the developed UK economy. The authors have employed a mix methodology, including literature and documentation analysis, questionnaire surveys and interviews. Findings – Combining organizational climate and consequently informal cooperation with formal organizational schemes, when allowing moderate levels of authority, can be beneficial for NPD success and R&D-marketing integration. These findings confirm the theoretical principles of Gupta et al., but are to some extent actually directly connected to NPD success, rather than to the R&D-marketing interface. The framework might be valid when exploring a large sample of companies at national levels, but needs further specifications and expansion when employed in a single case company. Furthermore, the two studied cases show that special care needs to be placed on taking account of cultural differences, when employing NPD in different locations/international business units. Originality/value – The paper presents a case comparison of cross-functional integration in two different cultural contexts. From this exploratory research, the main contribution highlights the key role of cultural context in developing effective cross-functional interfaces in product development.
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Osorio, María Lucila, Edgar Centeno-Velázquez, María Eugenia López-Pérez, and Ernesto del Castillo. "Authenticity, fit and product type: Testing a celebrity brand extension model cross-culturally." Journal of Retailing and Consumer Services 63 (November 2021): 102736. http://dx.doi.org/10.1016/j.jretconser.2021.102736.
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Fávero, Luiz Paulo Lopes, Marco Aurélio dos Santos, and Ricardo Goulart Serra. "Cross-border branching in the Latin American banking sector." International Journal of Bank Marketing 36, no. 3 (May 8, 2018): 496–528. http://dx.doi.org/10.1108/ijbm-01-2017-0003.
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Purpose Branching is not the only way for foreign banks to enter a national market, and it is impractical when there are informational and cultural barriers and asymmetries among countries. The purpose of this paper is to analyze the determinants of cross-border branching in the Latin American banking sector, a region with regulatory disparity and political and economic instability, offering elements to a grounded strategic decision. Design/methodology/approach This study uses data from six Latin American countries. To account for the preponderance of zero counts, classes of zero-inflated models are applied (Poisson, negative binomial, and mixed). Model fit indicators obtained from differences between observed and estimated counts are used for comparisons, considering branches in each region established by banks from every other foreign region of the sample. Findings Branching by foreign banks is positively correlated with the population, GDP per capita, household disposable income, and economic freedom score of the host country. The opposite holds for the unemployment rate and entry regulations of the host country. Originality/value Few paper address cross-border banking in emerging economies. This paper analyzes cross-border branching in Latin America in the context of the current financial integration and bank strategy. Econometrically, its pioneering design allows modeling of inflation of zeros, over-dispersion, and the multilevel data structure. This design allowed testing of a novel country-level variable: the host country’s economic freedom score.
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Sajid Khan, M., Earl Naumann, Rob Bateman, and Matti Haverila. "Cross‐cultural comparison of customer satisfaction research: USA vs Japan." Asia Pacific Journal of Marketing and Logistics 21, no. 3 (July 3, 2009): 376–96. http://dx.doi.org/10.1108/13555850910973856.
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PurposeThe purpose of this paper is to provide a cross‐cultural comparison of customer satisfaction research in the USA and Japan.Design/methodology/approachThe Multinational Corporation (MNC) in this study applies a standardized research approach worldwide to measure satisfaction among customers for business services. Quantitative surveys are used to gather data from 707 senior managers in the USA and 700 senior managers in Japan.FindingsThe results of the analysis show that there are both similarities and differences across countries in the way customers conceptualize relevant construct, and evaluate supplier performance. The results also suggest that adaptation of research methodologies from country to country should be done.Research limitations/implicationsThis paper identifies key differences in the way customers both in the USA and Japan respond to survey research, but this paper has not identified reasons causing these differences.Practical implicationsConceptual models and research approaches developed in the USA cannot simply be applied cross culturally without modification. This study has implications in a business‐to‐business (B2B) services context only.Originality/valueMNCs play a major role in world trade, but over 30 years of discussion have failed to resolve the question of standardization vs adaptation in marketing across borders and consumer satisfaction research. The present study aims to address these concerns in a B2B services context and provide some useful insights for both managers and academics. The paper justifies that our US model in this study is only partially validated in Japan.
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Lin, Hsin-Chen, and Manohar U. Kalwani. "Culturally Contingent Electronic Word-of-Mouth Signaling and Screening: A Comparative Study of Product Reviews in the United States and Japan." Journal of International Marketing 26, no. 2 (June 2018): 80–102. http://dx.doi.org/10.1509/jim.17.0016.
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Electronic word of mouth (eWOM) is an important source of influence on consumer decision making, yet little is known about cross-cultural differences in both the occurrence of eWOM and the relationship between eWOM and sales. The authors draw on signaling theory to develop a conceptual model and assess the relationships between country and the occurrence of eWOM, as well as between online ratings and relative product sales according to country. Online reviews and sales rank data for books, CDs, and DVDs were collected from Amazon U.S. and Amazon Japan in 2009 and 2017. Results suggest cross-national differences in both the occurrence of eWOM (eWOM signaling) and the relationship between eWOM and relative product sales (eWOM screening). These national differences appear to change over time: some remain stable, some disappear, and others emerge. The proposed culturally contingent signaling and screening model may be adopted as a framework for future research on cross-cultural eWOM. The results also inform the literature on cultural change by suggesting that cultural differences in eWOM change in nuanced patterns over time.
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Asare, Isaac Twum, and Shen Lei. "Investigating the Effect of Selected Marketing Efforts in Brand Equity Creation and Its Cross-Cultural Invariance in Emerging Markets." International Journal of Marketing Studies 9, no. 1 (January 16, 2017): 91. http://dx.doi.org/10.5539/ijms.v9n1p91.
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In the field of brand management, numerous studies have been conducted on brand equity conceptualization, measurement and validation. Also, previous researchers have shown that consumer-based brand equity via its dimensions can be created and maintained through a company’s marketing mix activities. Brand equity according to Keller, is the differential effect of brand knowledge on consumer response to the marketing activities performed on the brand. Due to cultural differences, consumers’ reaction will differ and thus these marketing efforts will have varying results in different markets.Drawn from both Aaker’s & Keller’s conceptualizations of brand equity, the current study develops a brand equity creation process model similar to Yoo et al.’s and examines its cross-cultural invariance through a structural invariance test using data from two important growing markets—Ghana and China. Results prove that some marketing efforts and dimensions of brand equity have invariant effects on brand equity across the Ghana and Chinese samples. Specifically, the effect of price on perceived quality was not equivalent in both markets. Relationship among brand equity dimensions were also not equivalent, however these dimensions all show an equivalent, positive effect on brand equity. Managerial implications for international brands and limitations for future research are discussed.
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Carder, Susan. "Bashas' Diné Markets and the Navajo Nation: A Study of Cross-Cultural Trade." American Indian Culture and Research Journal 39, no. 1 (January 1, 2015): 47–64. http://dx.doi.org/10.17953/aicr.39.1.j302n85587g11465.
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The Navajo Nation occupies more than 27,000 square miles in the Four Corners region of Arizona, Utah, and New Mexico. Population is widely dispersed. The Navajo (Diné) People are isolated both culturally and physically from the mainstream population of the region. Unemployment rates consistently exceed 20 percent and nearly 40 percent of the population lives below the poverty line. In this unlikely setting a retail chain of supermarkets, Bashas' Diné Markets, is thriving. This study analyzes cross-cultural trade practices on the Navajo Nation from the early traders to today's supermarkets and the positive impact the Diné Markets have had on the Navajo Nation. The study also looks at the potential for the Diné Markets to serve as a model for niche marketing to similar cultural clusters.
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Ashraf, Muhammad Saeed, Naeem Akhtar, Rana Umair Ashraf, Fujun Hou, Muhammad Junaid, and Syed Ali Ashiq Kirmani. "Traveling Responsibly to Ecofriendly Destinations: An Individual-Level Cross-Cultural Comparison between the United Kingdom and China." Sustainability 12, no. 8 (April 16, 2020): 3248. http://dx.doi.org/10.3390/su12083248.
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Background: Cross-cultural comparisons have remained an unexplored area in responsible tourism, and therefore, the current study aims to develop a conceptual framework and test it across cultures. The purpose of the present study was to formulate and cross-culturally confirm a research model in the context of responsible tourism. Methods: Schwartz’s personal values and theory of planned behavior are integrated into a theoretical framework in examining tourists’ revisiting intentions to ecofriendly destinations. Data were collected from experienced tourists of the United Kingdom and China and a comparison was made. Results: The findings indicate that our research model holds true for both groups; however, we observed some noteworthy differences between the two groups of samples. The findings offer suggestions to responsible tourism practitioners considering cross-cultural differences while developing tourism strategies. Conclusion: This study has some important implications for tourism marketers. Given our results, marketers should add cultural features into their marketing campaigns and devise strategies that can target a cross-cultural audience. We acknowledge research limitations and suggest future research directions to responsible tourism scholars.
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Cakanlar, Aylin, and Tram Nguyen. "The influence of culture on impulse buying." Journal of Consumer Marketing 36, no. 1 (January 14, 2019): 12–23. http://dx.doi.org/10.1108/jcm-03-2017-2139.
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PurposeThis study aims to expand the understanding of impulse buying behavior by looking further into the role of culture in cross-cultural contexts.Design/methodology/approachA cross-cultural questionnaire was administered across three countries, namely, Sweden, Turkey and Vietnam.FindingsCulture impacts impulse buying behavior of subjects with different cultural backgrounds. However, the findings also indicate that other factors may affect impulse buying behavior.Originality/valueThe cultural role on impulse buying was brought up by a few researchers in the literature, but Hofstede’s model of four cultural dimensions and their relationship to impulse buying behavior is tested for the first time in the literature across three different countries: Sweden, Turkey and Vietnam, which, respectively, represent northern Europe, southern Europe/a part of West Asia and South East Asia.
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Ghauri, Pervez, and Veronica Rosendo-Rios. "Organizational cross-cultural differences in the context of innovation-oriented partnerships." Cross Cultural & Strategic Management 23, no. 1 (February 1, 2016): 128–57. http://dx.doi.org/10.1108/ccsm-06-2014-0059.
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Purpose – The purpose of this paper is to empirically examine organizational cross-culture differences in public-private research-oriented relationships. More precisely, it focusses on the analysis university-industry collaborations partnering for research agreements with the aim of fostering the transfer of knowledge and innovation. It analyzes the key organizational cross-cultural differences that could hinder the successful performance of these agreements from a relationship marketing (RM) perspective. Design/methodology/approach – Based on a comprehensive literature review of organizational culture and RM, a quantitative study was carried out and a structural equation model was proposed and tested. Findings – Cross-cultural organizational differences in private-public sectors are proved to negatively influence relationship performance. Market orientation difference appears as the most significant barrier to relationship performance, followed by time orientation difference and to a lesser extent flexibility difference. Originality/value – By integrating organizational culture and RM literatures, the main contribution of this paper is the cross-cultural analysis of private-public relationships (in this case university-industry relationships) from the perspective of RM. Hence, this research will inform management seeking to develop successful public-private collaborations by enhancing their understanding of cross-cultural factors underlying relationship success and failure.
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Ledingham, John A. "Cross-Cultural Public Relations: A Review of Existing Models With Suggestions for a Post-Industrial Public Relations Pyramid." Journal of Promotion Management 14, no. 3-4 (February 26, 2009): 225–41. http://dx.doi.org/10.1080/10496490802637853.
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Swoboda, Bernhard, and Johannes Hirschmann. "Perceptions and effects of cross-national corporate reputation." International Marketing Review 34, no. 6 (November 13, 2017): 909–44. http://dx.doi.org/10.1108/imr-08-2016-0154.
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Purpose Few scholars have analysed the corporate reputation (CR) of multinational corporations (MNCs) internationally, but both CR perception and effect are likely to differ across nations. Most studies have compared a few countries, linked differences to selected dimensions of Hofstede’s cultural approach, and reported ambiguous results. The purpose of this paper is to address the important role of all Hofstede’s cultural dimensions that may influence CR perceptions and effects by applying an appropriate method. Design/methodology/approach By integrating signalling theory and each cultural dimension, hypotheses are proposed and tested using consumer surveys of a German MNC in 37 countries. Multilevel structural equation modelling (SEM) showed whether and how all cultural value dimensions – the predominant approach in marketing – affect CR perceptions and effects. Findings Individual CR perceptions and effects are strongly attributable to national culture, which explains up to 62 per cent of country-level variance; however, the explanatory powers of the cultural dimensions differ between CR perceptions and effects. Not all dimensions affect both. The results are stable in alternative models. Research limitations/implications The results enhance extant research because the relative importance of Hofstede’s dimensions and not only a possible role in country comparisons is shown. Hofstede’s approach explains considerable country-level variances. MNCs learn which cultural dimensions are core antecedents of CR perceptions (individualism and power distance explain >30 per cent variance) and core moderators of CR effects on loyalty (masculinity, individualism and uncertainty avoidance). Originality/value This study provides novel insights into the role of national cultural differences on CR perceptions and CR effects using the still novel multilevel SEM.
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Zaharia, Noni, Simon Brandon-Lai, and Jeffrey James. "Show Me the Money: On Predicting Actual Purchases in Cross-National Sponsorship." International Journal of Marketing Studies 9, no. 4 (July 28, 2017): 38. http://dx.doi.org/10.5539/ijms.v9n4p38.
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The improvements in new media technologies in conjunction with the expansion of innovative opportunities for marketing and consuming sport have played direct roles in the globalization of sport. However, those in the Sport Management academic field are still trying to understand the effect of culture on sport consumer behavior. Guided by Hofstede’s cultural dimensions theory, the purpose of this study was to examine the sponsorship and cross-national relationships among the short-term/long-term orientation and individualism/collectivism cultural dimensions, attitude toward a sponsor, gratitude, purchase intentions, and actual purchases. Data were collected via longitudinal web surveys conducted with soccer fans from the United States, the United Kingdom, and India. The results from a structural equation model provided evidence that the individualism/collectivism cultural dimension had a significant effect on gratitude but not on actual purchases, and that the purchase intentions variable was a predictor of actual purchases.
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Segev, Sigal, Ayalla Ruvio, Aviv Shoham, and Dalia Velan. "Acculturation and consumer loyalty among immigrants: a cross-national study." European Journal of Marketing 48, no. 9/10 (September 2, 2014): 1579–99. http://dx.doi.org/10.1108/ejm-06-2012-0343.
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Purpose – The purpose of this paper is to examine the effect of acculturation on immigrant consumers’ loyalty. The authors posit that the acculturation orientation of immigrants determines their consumer loyalty to both ethnic and mainstream brands and stores. Design/methodology/approach – Using a sample of Hispanic consumers in the USA and consumers from the former Soviet Union in Israel, this study tests a model in which two acculturation continua, original culture maintenance and host culture adaptation, serve as antecedents for immigrants’ consumer loyalty. Findings – Acculturation determines the extent of immigrants’ consumer loyalty. Both acculturation continua are associated with distinct loyalty patterns that are similar across the two immigrant groups. Research limitations/implications – Despite sampling limitations, the paper demonstrates that immigrants’ acculturation orientation influences their loyalty to ethnic and mainstream brands and stores. Shared by ethnic consumers in two culturally diverse markets, this relationship transcends geographic boundaries. Practical implications – The results provide insights for marketers with respect to the development of segmentation and positioning strategies and tactical implementations that address the preferences of ethnic consumers. Social implications – This paper highlights the importance of understanding the unique needs of ethnic consumers and addressing them. Successful integration of immigrant consumers into the marketplace can also help in their integration into the host society at large. Originality/value – Findings shed light on the commonalities and differences among immigrant groups in different national settings. The paper highlights the role of cultural transition as a key experience that affects immigrants regardless of specific environmental or situational circumstances.
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Somoon, Kanokwan, and Chumporn Moorapun. "The Evaluation of Cultural Differences on the Identity of the Window Display: The Case Study of the Perception of British and Thai Consumers." Asian Social Science 13, no. 11 (October 30, 2017): 71. http://dx.doi.org/10.5539/ass.v13n11p71.
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Window display is a marketing tool for products presentation and sale promotion as well as product image promotion. There are some researches that tried to describe relationship between consumer behavior and window display design by using marketing concept and psychologically acknowledge but they are not involve to cross culture. However, consumer’s perception depends on their background, experience and cultural factor. Our research attempts to evaluate the cross culture consumer perception on window display identity; case study on the Thai and British. The study based on cross cultural perception, environmental psychology and design elements of shop window display concept. The photograph of shop window display and questionnaire were used for the research tools. Finally, the research found that Thai and British view the design of window display as a whole as well as its light, colour, composition and theme’s concept are the design elements that work as the stimulus to consumers. The consumer’s perception was described by 13 bi-polar words. Factor analysis was used to group and reduce variables. The new variables were pleasant/unpleasant and arousing/not arousing that were used for creates a model that describe the consumer feeling on window display identity.
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Malhotra, Naresh K., and J. Daniel McCort. "A cross‐cultural comparison of behavioral intention models ‐ Theoretical consideration and an empirical investigation." International Marketing Review 18, no. 3 (June 2001): 235–69. http://dx.doi.org/10.1108/02651330110396505.
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K. Byon, Kevin, Soonhwan Lee, and Thomas A. Baker. "A cross-cultural study of purchase intention of sponsored products based on American and Korean spectators of the 2010 FIFA World Cup South Africa." Sport, Business and Management: An International Journal 4, no. 2 (May 6, 2014): 158–77. http://dx.doi.org/10.1108/sbm-04-2013-0005.
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Purpose – The purpose of this paper is: to explain the relative influence of attitude, subjective norm, and perceived behavioral control on purchase intention of the 2010 FIFA World Cup sponsored products; and to compare the purchase intention of American and Korean spectators toward sponsoring products of the 2010 FIFA World Cup. The structural equation modeling (SEM) revealed that subjective norm and perceived behavioral control were predictors of purchase intention. Further, multiple group analysis revealed that the path coefficient between subjective norm and purchase intention for the two groups was significantly different. Design/methodology/approach – A self-administered questionnaire was developed to measure the four constructs of the theory of planned behavior (TBP) as well as demographic information. Upon completion of the psychometric properties test of the TPB, a SEM was conducted to examine the proposed hypotheses. The same fit indices as with the measurement model were adopted to evaluate the model fit. Finally, a multi-group analysis was conducted to examine if the proposed relationships are different based on nationality (American vs Korean samples). A comparison of χ2 value between unconstrained and constrained models was employed to assess whether the two groups are statistically different. Findings – SEM revealed that subjective norm and perceived behavioral control were predictors of purchase intention. In this study, a multi-group analysis was conducted to examine if the proposed relationships in our model are different based on nationality. As a result, we found that two groups (i.e. American vs Korean) exhibited notable differences in subjective norms in determining purchase intentions of the 2010 FIFA World Cup sponsored products. Originality/value – Sponsors for mega sporting events, like the FIFA World Cup, must develop global marketing plans that appeal to worldwide audiences. Sport marketers, therefore, need cross-cultural marketing analysis on equivalence and bias so that they better understand how spectators from different cultures behave after consuming the same event. Thus, application of the TPB in cross-cultural studies aimed at understanding consumer intention after spectating the FIFA World Cup would provide marketers with valuable information for the formation of global marketing strategies.
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Kim, Soyeon, Jae-Eun Chung, and YongGu Suh. "Multiple reference effects on restaurant evaluations: a cross-cultural study." International Journal of Contemporary Hospitality Management 28, no. 7 (July 11, 2016): 1441–66. http://dx.doi.org/10.1108/ijchm-05-2014-0220.
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Purpose This paper aims to explore multiple reference effects with regard to customers’ post-consumption evaluations in a cross-cultural context. The authors propose to test an integrative model of three types of reference effects (disconfirmation, attractiveness of alternatives and self-image congruity) and their relationship to customers’ evaluations associated with satisfaction and loyalty. Additional insight into the link between reference points and customer satisfaction is provided by examining the moderating influence of the cultural orientation of customers: South Korean (an Eastern, collectivist and high uncertainty avoidance culture) versus American (a Western, individualistic and low uncertainty avoidance culture). Design/methodology/approach The data for this study were collected through a Web-based survey. Based on a sample of 723 Korean and American consumers, multi-group analysis of structural equation modeling was used to test the proposed model and the moderating effect of culture. Findings Overall, the results indicated that American customers’ use of reference points in their post-consumption evaluations is significantly different from that of Korean customers. Specifically, disconfirmation had a stronger effect on Korean customers than on their American counterparts, whereas the attractiveness of alternatives had a stronger effect on American customers than on those from Korea. Moreover, self-image congruity was found to be equally important in both cultures. Research limitations/implications Owing to the comparison of American and Korean participants in this study, these results may not be applied to customers from other countries. Moreover, the study is limited to post-consumption evaluations in restaurants and generalization of the results to other industries may be ill advised. Thus, further research is required to replicate the results and include customers from different countries in more diverse consumption settings. Practical implications The findings provide useful guidance for efficient marketing strategies to generate positive consumer outcomes across borders. Marketers must consider the interaction of cultures and customers to better understand customer perceptions and evaluations about their experiences. This understanding will enable the marketers to more effectively communicate with their target markets and allow them to tailor advertising to different segments of their customer base contingent upon their cultural orientations. Originality/value Although the role of reference effects has begun to attract considerable interest among consumer behavior researchers, much of this research has been conducted in a single cultural context. Because the global economy is becoming increasingly cross-cultural, it is valuable to conduct international consumer research to further the understanding of consumers’ post-consumption evaluation processes using multiple reference points from a global perspective.
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Cho, Insu, and Yong Soo Jang. "Cultural Difference of Customer Equity Drivers on Customer Loyalty: A Cross-National Comparison between South Korea and United States." Quality Innovation Prosperity 21, no. 2 (July 31, 2017): 01. http://dx.doi.org/10.12776/qip.v21i2.881.
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<p><strong>Purpose:</strong> Many advanced discount stores could not reach the certain growth level due to cultural differences and their marketing strategies that have failed to adopt in local market environment. The purpose of this study is to find the effects of customer equity drivers on customer loyalty and to examine cultural differences between South Korea and United States.</p><p><strong>Methodology/Approach:</strong> This study sets independent variables of value equity, brand equity and relationship equity from the customer equity model and tests to see how each equity driver affects customers' loyalty through gaining their trust and satisfaction in the discount store industry. We applied structural equation model to test the hypothesis. We conducted a survey on customers who had shopping experiences in discount stores and gathered data from United States and South Korea respectively.</p><p><strong>Findings:</strong> The results show that there are significant differences in the effects of customer drivers on customer loyalty via trust and satisfaction in large retail industries. While Satisfaction had some effects on building their loyalty in Korea, satisfaction had no effect in gaining customers’ loyalty in USA.</p><p><strong>Research Limitation/implication:</strong> The results of this study are highly relevant for managers who must make strategic marketing decisions for different cultures.</p><strong>Originality/Value of paper:</strong> This study is the first systematic cross-cultural examinations on how customer equity drivers in discount stores affect customer loyalty between USA and South Korea.
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Myers, Matthew B., Roger J. Calantone, Thomas J. Page, and Charles R. Taylor. "Academic Insights: An Application of Multiple-Group Causal Models in Assessing Cross-Cultural Measurement Equivalence." Journal of International Marketing 8, no. 4 (December 2000): 108–21. http://dx.doi.org/10.1509/jimk.8.4.108.19790.
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Yi-Cheon Yim, Mark, Paul L. Sauer, Jerome Williams, Se-Jin Lee, and Iain Macrury. "Drivers of attitudes toward luxury brands." International Marketing Review 31, no. 4 (June 30, 2014): 363–89. http://dx.doi.org/10.1108/imr-04-2011-0121.
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Purpose – Limited attention has been paid to the cultural influences on the formation of consumer attitudes toward luxury brands (LUX). The purpose of this paper is to investigate this relationship by developing a model that additionally employs the constructs of susceptibility to normative interpersonal influence (SNII) and brand consciousness (BCO). Design/methodology/approach – Sample data were gathered through surveys administered to 383 college students in the UK and Taiwan. The model of cultural influences on attitudes toward luxury brands was empirically tested using multi-group structural equation modeling to evaluate its applicability across the two countries. Findings – Results are presented in two parts: first, the exogenous construct part of the model establishing the reliability and validity of the cultural dimension constructs (horizontal individualism, vertical individualism, horizontal collectivism, and vertical collectivism) that are antecedent to consumer SNII and 2) the endogenous part of the model in which consumer SNII affects LUX through the mediating role of BCO. Research limitations/implications – The findings in the current study are limited to a sample of college students in the UK and Taiwan, which, through representing western and Asian countries, each housing different cultures, do not span the greater number of cultures found across these countries, much less across the world. Furthermore it is assumed that there are a number of subcultures in both the UK and Taiwan that are not accounted for in this study. Practical implications – An individual level of cultural orientation (e.g. horizontalism and verticalism) rather than traditionally adopted regionally defined or nationally based (Hofstede, 1980) cultural criteria should be investigated to identify more accurate market demand patterns in order to best target consumers in these markets (Sharma, 2010). In addition, appealing, vertical ad messages would be more effective in stimulating consumer motivations for consumption of luxury brands. Conversely, horizontal ad messages would be effective in demarketing approaches. Originality/value – The current study is the first of its kind to explore the effect of cultural-orientation on the formation of LUX cross-nationally. As such it provides future cross-cultural researchers with valid and reliable culturally based constructs that can be used to predict consumer SNII in developing LUX. In addition, establishing the mediating role of BCO in the relationship between SNII and LUX helps marketers better understand the equity of their luxury brands, particularly in Asian countries.
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Sinha, Ashish, Haodong Gu, Namwoon Kim, and Renu Emile. "Signaling effects and the role of culture: movies in international auxiliary channels." European Journal of Marketing 53, no. 10 (October 7, 2019): 2146–72. http://dx.doi.org/10.1108/ejm-09-2017-0587.
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Purpose Given the high uncertainty in the quality perception of experiential products, manufacturers use signals to influence consumers’ decisions. In the movie industry, literature shows that performance of the main channel (e.g. cinema) strongly influences the performance of auxiliary channels (e.g. DVDs). The success of a movie in the home country is also to be resonated by its good performance in host countries. However, the cultural contingency of these success-breeds-success (SBS) effects has not been examined. This paper aims to test the influence of cultural values on the SBS effects across channels and countries. Design/methodology/approach Borrowing concepts from the signaling literature and analyzing DVD sales data from six international markets using a multilevel mixed-effects model, the study finds that culture plays a significant role to influence both SBS effects. Findings In countries with low power distance, short-term orientation and high indulgence, consumers who purchase from auxiliary channels are more likely to be influenced by the box office performance of movies. Meanwhile, cultural distance between the home and host nations significantly decreases the cross-national SBS effect. Research limitations/implications The findings are likely to be generalized to online auxiliary channels of movies, but empirical testing is required to ensure that no major adaptation is required in the process. Future research can also extend the framework of this paper to include more countries into the analysis and investigate cultural variables beyond Hofstede’s dimensions. Practical implications This paper suggests that the SBS effects may vary across nations. When managers plan for the sequential distributions of experiential products, the cultural values of target markets should be considered to decrease the uncertainty in sales prediction. Originality/value This paper contributes to the existing literature by investigating the international auxiliary channels of movies and incorporating cultural values into the framework of sequential distributions. To the best of the authors’ knowledge, this study is the first to test the links between the main and auxiliary channels from an international marketing perspective.
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Nieves-Rodriguez, Elsa, Myra Mabel Perez-Rivera, Teresa Longobardi, and Jose A. Davis-Pellot. "Culture and gender’s role in apparel purchasing patterns." Journal of Fashion Marketing and Management: An International Journal 21, no. 1 (March 13, 2017): 16–32. http://dx.doi.org/10.1108/jfmm-04-2016-0032.
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Purpose Scholars recognize that international marketing effectiveness requires adapting to cultural values, and at the same time, paradoxically, acknowledge the possibility of cultural convergence. The purpose of this paper is to take the context of Puerto Rico as a US territory to reconcile these two propositions by analyzing culture and gender’s influence on apparel purchase. Design/methodology/approach Via multiple regression analysis, the study considers seasonality as a factor of apparel purchase patterns, developing a consumer behavior model for the apparel industry. Findings Results confirm that culture influences purchase behavior, an influence moderated by gender. Additionally, they show that seasons and special occasions are strong predictors of apparel purchase patterns. Research limitations/implications The findings assert the claims of cultural convergence, yet preserve the notion that cultural values are reflected in patterns of consumer behavior in the case of apparel. Practical implications The study develops highly explanatory models indicating that Puerto Rico expenditure reflects cultural patterns of special occasions, but overshoots expectations for its US counterpart. Originality/value The results show that Puerto Rico has appropriated several US cultural aspects (e.g. special holidays), which are expressed differently as reflected by apparel purchase behavior, supporting the notion that Puerto Rico should be treated as an international market. The study demonstrates that cross-cultural studies may be robust in absence of available Hofstede’s dimensions for a country.
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Singh, Jatinder J., Scott J. Vitell, Jamal Al-Khatib, and Irvine Clark. "The Role of Moral Intensity and Personal Moral Philosophies in the Ethical Decision Making of Marketers: A Cross-Cultural Comparison of China and the United States." Journal of International Marketing 15, no. 2 (June 2007): 86–112. http://dx.doi.org/10.1509/jimk.15.2.86.
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This study uses cross-cultural samples from the United States and China to replicate previous empirical findings regarding the relationship among moral philosophies, moral intensity, and ethical decision making. The authors use a two-step structural equations modeling approach to analyze the measurement and structural models. The findings partially replicate those from previous studies and provide evidence that the measurement model is somewhat invariant across the two groups studied but the structural model is not. In addition, there is evidence that the relationship between personal moral philosophies (mainly relativism) and moral intensity varies across the two cultures. That is, whereas relativism is a significant predictor of moral intensity for the Chinese sample, it is not for the U.S. sample. However, idealism is a significant predictor of perceived moral intensity for both samples of marketing practitioners. Finally, perceived moral intensity is a significant, direct predictor of ethical judgments, and ethical judgments are a significant, direct predictor of behavioral intentions in both instances.
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Taghizadeh, Seyedeh Khadijeh, Syed Abidur Rahman, Md Mosharref Hossain, and Md Masudul Haque. "Characteristics of organizational culture in stimulating service innovation and performance." Marketing Intelligence & Planning 38, no. 2 (August 1, 2019): 224–38. http://dx.doi.org/10.1108/mip-12-2018-0561.
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Purpose The purpose of this paper is to examine the influence of four organizational culture traits, consistency, cooperativeness, effectiveness and innovativeness, on radical and incremental type of service innovations, which leads to new service market performance (NSMP). Design/methodology/approach The data are collected through a cross-sectional survey of 171 bank managers in Bangladesh and analyzed through structural equation modelling using SmartPLS software. Findings The results reveal no impact of “consistency” as a cultural trait on “radical” and “incremental” service innovations. “Cooperativeness” and “innovativeness” impact incremental and radical service innovations positively. “Effectiveness” impacts radical service innovations positively. Radical and incremental service innovations impact NSMP significantly. Practical implications These findings add to the knowledge in terms of how organizational culture can make service innovations happen in the growing banking industry in a developing market. Originality/value The model links organizational culture traits (internal/external and flexibility/control focussed) with radical and incremental service innovation.
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Mele, Emanuele, and Katharina Lobinger. "A Framework to Analyze Cultural Values in Online Tourism Visuals of European Destinations." International Journal of Semiotics and Visual Rhetoric 2, no. 2 (July 2018): 41–56. http://dx.doi.org/10.4018/ijsvr.2018070103.
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Images play a crucial role in inspiring and informing travelers throughout the tourism experience. Due to this, destination management/marketing organizations (DMOs) do their best to provide visually rich websites and mobile applications. Among the factors guiding online communication choices, cultural values influence the selection and use of website design and multimedia contents. While several strategies are available to measure cultural values offline and online, so far, no consistent framework has accounted for the visual style of cultural categories in the tourism domain, especially within the European context. Addressing this research gap, the aim of this article is to propose a framework for the visual analysis of cultural values in the context of European destinations, also discussing the relation among values, visual content and visual style. The final model results from the combination of existing theories of visual semiotics and cross-cultural communication with bottom-up data from the semiotic analysis of 95 pictures from UK and Portuguese DMO websites.