Pub Date : 2023-09-26DOI: 10.1108/imr-08-2022-0180
Shaofeng Yuan, Jinping Li, Ying Gao
Purpose This study investigated a new attributional phenomenon in a brand scandal setting in which consumers tend to blame the top management of a brand, even though it was the frontline parties that caused the scandal. The authors termed this phenomenon upward blame attribution (UBA), shedding light on whether consumers in a host country indicate a higher UBA for a multinational (vs domestic) brand scandal, which in turn reinforces their revenge and impairs their reconciliation reactions, and whether these effects are contingent on consumer animosity. Design/methodology/approach Two experimental studies were conducted with real and fictitious brand/product and country stimuli with 1,399 Chinese participants. Findings Both studies verified UBA and found that Chinese consumers' UBA is higher for multinational (vs domestic) brand scandals, which drives their stronger desire for revenge and weaker desire for reconciliation. Moreover, consumers with high (vs low) animosity toward a multinational brand's home country reported a higher UBA for the multinational (vs domestic) brand scandal, which in turn reinforces their desire for revenge and impairs their desire for reconciliation. Practical implications The study provides new insights into host-country consumers' more severe UBA and responses toward multinational versus domestic brand scandals and the amplifying role of consumer animosity in these processes. It also has implications for mitigating host-country consumers' UBA and negative responses to multinational brand scandals. Originality/value This study contributes to the blame attribution literature by verifying consumers' UBA and the country-of-origin (COO) literature by revealing host-country consumers' higher UBA, stronger revenge desire and weaker reconcile desire toward multinational (vs domestic) brand scandals. It extends the knowledge regarding consumers' blame attributions toward the top management of a multinational (vs domestic) brand in scandals and the impact of such attributions.
{"title":"Understanding consumers' upward blame attribution, revenge and reconciliation toward multinational versus domestic brand scandals","authors":"Shaofeng Yuan, Jinping Li, Ying Gao","doi":"10.1108/imr-08-2022-0180","DOIUrl":"https://doi.org/10.1108/imr-08-2022-0180","url":null,"abstract":"Purpose This study investigated a new attributional phenomenon in a brand scandal setting in which consumers tend to blame the top management of a brand, even though it was the frontline parties that caused the scandal. The authors termed this phenomenon upward blame attribution (UBA), shedding light on whether consumers in a host country indicate a higher UBA for a multinational (vs domestic) brand scandal, which in turn reinforces their revenge and impairs their reconciliation reactions, and whether these effects are contingent on consumer animosity. Design/methodology/approach Two experimental studies were conducted with real and fictitious brand/product and country stimuli with 1,399 Chinese participants. Findings Both studies verified UBA and found that Chinese consumers' UBA is higher for multinational (vs domestic) brand scandals, which drives their stronger desire for revenge and weaker desire for reconciliation. Moreover, consumers with high (vs low) animosity toward a multinational brand's home country reported a higher UBA for the multinational (vs domestic) brand scandal, which in turn reinforces their desire for revenge and impairs their desire for reconciliation. Practical implications The study provides new insights into host-country consumers' more severe UBA and responses toward multinational versus domestic brand scandals and the amplifying role of consumer animosity in these processes. It also has implications for mitigating host-country consumers' UBA and negative responses to multinational brand scandals. Originality/value This study contributes to the blame attribution literature by verifying consumers' UBA and the country-of-origin (COO) literature by revealing host-country consumers' higher UBA, stronger revenge desire and weaker reconcile desire toward multinational (vs domestic) brand scandals. It extends the knowledge regarding consumers' blame attributions toward the top management of a multinational (vs domestic) brand in scandals and the impact of such attributions.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"134883317","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-25DOI: 10.1108/imr-06-2022-0151
Jiaye Ge, Myung-Soo Jo, Emine Sarigollu
Purpose This study aims to examine how cultural tightness at the national level and individual level influences consumer attitudes toward a brand's wrongdoing depending on the brand's country of origin and severity of the transgression. Design/methodology/approach Employing data from two tight-culture countries (China and South Korea) and a loose-culture country (the USA), two experiments were conducted to examine the proposed hypotheses. Findings The authors found that although consumers across cultures universally punish strong (vs weak) transgressions more severely, consumers in a tight-culture country, China, are more forgiving of a local (vs foreign) brand in both strong and weak transgression conditions, and forgiveness is higher for the strong transgression. Moreover, this buffering effect observed for Chinese consumers is stronger for those with high personal cultural tightness in the strong transgression condition. However, it emerges only in the weak transgression condition for South Korea, another tight-culture country. As hypothesized, no buffering effect for a local brand was found in a loose-culture country, the USA. Consumers from a loose culture assess transgression severity independently, and the punishment is harsher for strong transgressions than for weak transgressions. Originality/value This study fills a research gap by revealing that consumers from tight (vs loose) cultures would react differently to brands following a transgression depending on the brand's country of origin. It provides implications by examining how national-level and individual-level cultural tightness jointly affect post-transgression attitudes. It also presents a more nuanced perspective that the local brand's buffering effect is contingent on the degree of tightness and severity of transgression, even in similar culturally tight countries.
{"title":"How does cultural tightness-looseness affect attitudes toward a local vs foreign brand transgression?","authors":"Jiaye Ge, Myung-Soo Jo, Emine Sarigollu","doi":"10.1108/imr-06-2022-0151","DOIUrl":"https://doi.org/10.1108/imr-06-2022-0151","url":null,"abstract":"Purpose This study aims to examine how cultural tightness at the national level and individual level influences consumer attitudes toward a brand's wrongdoing depending on the brand's country of origin and severity of the transgression. Design/methodology/approach Employing data from two tight-culture countries (China and South Korea) and a loose-culture country (the USA), two experiments were conducted to examine the proposed hypotheses. Findings The authors found that although consumers across cultures universally punish strong (vs weak) transgressions more severely, consumers in a tight-culture country, China, are more forgiving of a local (vs foreign) brand in both strong and weak transgression conditions, and forgiveness is higher for the strong transgression. Moreover, this buffering effect observed for Chinese consumers is stronger for those with high personal cultural tightness in the strong transgression condition. However, it emerges only in the weak transgression condition for South Korea, another tight-culture country. As hypothesized, no buffering effect for a local brand was found in a loose-culture country, the USA. Consumers from a loose culture assess transgression severity independently, and the punishment is harsher for strong transgressions than for weak transgressions. Originality/value This study fills a research gap by revealing that consumers from tight (vs loose) cultures would react differently to brands following a transgression depending on the brand's country of origin. It provides implications by examining how national-level and individual-level cultural tightness jointly affect post-transgression attitudes. It also presents a more nuanced perspective that the local brand's buffering effect is contingent on the degree of tightness and severity of transgression, even in similar culturally tight countries.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135769837","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Purpose This study aims to investigate how international entrepreneurial firms (IEFs) successfully commercialise innovative products/services internationally. In doing so, the authors examined the role played by the international dynamic marketing capability (IDMC) in the relationship between explorative and exploitative innovation and commercialisation. In addition, the authors also evaluated how the breadth and depth of international networks facilitate IEFs in upholding the effects of the IDMC to influence commercialisation. Design/methodology/approach To test the research model, structural equation modelling is used based on time-lagged survey data drawn from 201 Malaysian IEFs. To validate the results, additional robustness tests and endogeneity analyses have been performed. Findings The findings show that the IDMC positively mediates the relationship between explorative and exploitative innovation and commercialisation. Furthermore, the finding exhibits that the effects of the IDMC on commercialisation are positively moderated by the breadth and depth of international networks. Originality/value Given the fragmented and general nature of the extant marketing research on the IDMC, the study contributes to the international marketing literature by providing rich and nuanced pertinent knowledge. This study advances dynamic capability theory in relation to IEFs by establishing the IDMC as a functional capability suited to enable them to successfully commercialise the products/services resulting from explorative and exploitative innovation.
{"title":"Innovation and commercialisation: the role of the international dynamic marketing capability in Malaysian international entrepreneurial firms","authors":"Md Imtiaz Mostafiz, Farhad Uddin Ahmed, Fahad Ibrahim, Shlomo Yedidia Tarba","doi":"10.1108/imr-10-2022-0241","DOIUrl":"https://doi.org/10.1108/imr-10-2022-0241","url":null,"abstract":"Purpose This study aims to investigate how international entrepreneurial firms (IEFs) successfully commercialise innovative products/services internationally. In doing so, the authors examined the role played by the international dynamic marketing capability (IDMC) in the relationship between explorative and exploitative innovation and commercialisation. In addition, the authors also evaluated how the breadth and depth of international networks facilitate IEFs in upholding the effects of the IDMC to influence commercialisation. Design/methodology/approach To test the research model, structural equation modelling is used based on time-lagged survey data drawn from 201 Malaysian IEFs. To validate the results, additional robustness tests and endogeneity analyses have been performed. Findings The findings show that the IDMC positively mediates the relationship between explorative and exploitative innovation and commercialisation. Furthermore, the finding exhibits that the effects of the IDMC on commercialisation are positively moderated by the breadth and depth of international networks. Originality/value Given the fragmented and general nature of the extant marketing research on the IDMC, the study contributes to the international marketing literature by providing rich and nuanced pertinent knowledge. This study advances dynamic capability theory in relation to IEFs by establishing the IDMC as a functional capability suited to enable them to successfully commercialise the products/services resulting from explorative and exploitative innovation.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2023-09-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135824544","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-09-05DOI: 10.1108/imr-12-2022-0276
Gregor Pfajfar, M. Mitręga, Aviv Shoham
PurposeThis study aims to conduct a thorough literature review to map current studies on international marketing capabilities (IMCs) applying dynamic capabilities view (DCV). The aim of this study is to increase the chances for more conceptual and terminological rigor in future research in this particular research area.Design/methodology/approachThis is a systematic literature review following the established review process of reviews in leading (international) marketing journals. A multilevel analytical approach was adopted, combining inductive coding with deductive coding and following the logic of antecedents-phenomena-consequences.FindingsSynthesis of 20 rigorously selected previous empirical studies on IMCs applying DCV reveals that academic interest in these capabilities is well justified and growing and there are some well researched antecedents to focal capabilities (e.g. inter-organizational capabilities, outside-in market orientation) as well as their prevalent consequences (e.g. export and innovation performance). There is little knowledge of moderators to these links, especially with regard to consequences. This review illustrates that the current research lacks consistency in how key constructs are defined and measured, provides the guide to future conceptualization and measurement of so-called International Dynamic Marketing Capabilities (IDMCs) and proposes some concrete research directions.Originality/valueThe authors extend prior research in the investigated topic by critically evaluating prior works, providing improved conceptualization of IDMCs as well as concrete research agenda for IDMCs structured along recommendations for Theory, Context and Methods (TCM framework).
{"title":"Systematic review of international marketing capabilities in dynamic capabilities view – calibrating research on international dynamic marketing capabilities","authors":"Gregor Pfajfar, M. Mitręga, Aviv Shoham","doi":"10.1108/imr-12-2022-0276","DOIUrl":"https://doi.org/10.1108/imr-12-2022-0276","url":null,"abstract":"PurposeThis study aims to conduct a thorough literature review to map current studies on international marketing capabilities (IMCs) applying dynamic capabilities view (DCV). The aim of this study is to increase the chances for more conceptual and terminological rigor in future research in this particular research area.Design/methodology/approachThis is a systematic literature review following the established review process of reviews in leading (international) marketing journals. A multilevel analytical approach was adopted, combining inductive coding with deductive coding and following the logic of antecedents-phenomena-consequences.FindingsSynthesis of 20 rigorously selected previous empirical studies on IMCs applying DCV reveals that academic interest in these capabilities is well justified and growing and there are some well researched antecedents to focal capabilities (e.g. inter-organizational capabilities, outside-in market orientation) as well as their prevalent consequences (e.g. export and innovation performance). There is little knowledge of moderators to these links, especially with regard to consequences. This review illustrates that the current research lacks consistency in how key constructs are defined and measured, provides the guide to future conceptualization and measurement of so-called International Dynamic Marketing Capabilities (IDMCs) and proposes some concrete research directions.Originality/valueThe authors extend prior research in the investigated topic by critically evaluating prior works, providing improved conceptualization of IDMCs as well as concrete research agenda for IDMCs structured along recommendations for Theory, Context and Methods (TCM framework).","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2023-09-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46093491","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-22DOI: 10.1108/imr-05-2022-0116
M. Barari, Mitchell Ross, Sara Thaichon, Jiraporn Surachartkumtonkun
PurposeRecent literature on customer engagement has introduced the concept of “actor engagement,” which serves as the foundation for this study. The study aims to investigate the formation of engagement and engagement's impact on the performance of sharing economy platforms in an international context.Design/methodology/approachThe study analyses unstructured data from 145,434 service providers and 1,703,266 customers on Airbnb across seven countries (USA, Canada, United Kingdom, Australia, South Africa, China and Singapore). Machine learning techniques are used to measure actor engagement, and the research model is tested using structural equation modelling (SEM).FindingsThe findings suggest that actor engagement, encompassing the reciprocal relationship between customer engagement and service provider engagement, has a significant impact on platform performance. The moderator analysis highlights the role of cultural differences in the relationship between customer engagement and service provider engagement and between actor engagement and platform performance. Specifically, the study reveals that actor engagement exhibits a more pronounced impact on platform performance in Western countries (such as the USA, Australia and the UK), compared to Eastern countries (such as China and Singapore).Research limitations/implicationsThe analysis of the conceptual model is based on the utilisation of behavioural data obtained from the Airbnb website. Due to the nature of the available data, proxies are employed as measures for variables such as platform performance.Originality/valueThis research is amongst the first to provide empirical evidence for actor engagement formation and the function's role in platform performance in the sharing economy. The global nature of Airbnb as a platform facilitates the investigation of country-level factors, specifically cultural values, across seven diverse countries and highlight differences from business to customer (B2C) business models.
{"title":"Utilising machine learning to investigate actor engagement in the sharing economy from a cross-cultural perspective","authors":"M. Barari, Mitchell Ross, Sara Thaichon, Jiraporn Surachartkumtonkun","doi":"10.1108/imr-05-2022-0116","DOIUrl":"https://doi.org/10.1108/imr-05-2022-0116","url":null,"abstract":"PurposeRecent literature on customer engagement has introduced the concept of “actor engagement,” which serves as the foundation for this study. The study aims to investigate the formation of engagement and engagement's impact on the performance of sharing economy platforms in an international context.Design/methodology/approachThe study analyses unstructured data from 145,434 service providers and 1,703,266 customers on Airbnb across seven countries (USA, Canada, United Kingdom, Australia, South Africa, China and Singapore). Machine learning techniques are used to measure actor engagement, and the research model is tested using structural equation modelling (SEM).FindingsThe findings suggest that actor engagement, encompassing the reciprocal relationship between customer engagement and service provider engagement, has a significant impact on platform performance. The moderator analysis highlights the role of cultural differences in the relationship between customer engagement and service provider engagement and between actor engagement and platform performance. Specifically, the study reveals that actor engagement exhibits a more pronounced impact on platform performance in Western countries (such as the USA, Australia and the UK), compared to Eastern countries (such as China and Singapore).Research limitations/implicationsThe analysis of the conceptual model is based on the utilisation of behavioural data obtained from the Airbnb website. Due to the nature of the available data, proxies are employed as measures for variables such as platform performance.Originality/valueThis research is amongst the first to provide empirical evidence for actor engagement formation and the function's role in platform performance in the sharing economy. The global nature of Airbnb as a platform facilitates the investigation of country-level factors, specifically cultural values, across seven diverse countries and highlight differences from business to customer (B2C) business models.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2023-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43173729","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-22DOI: 10.1108/imr-11-2022-0249
João S. Oliveira, Magnus Hultman, N. Boso, Ian R. Hodgkinson, P. Hughes, E. Nemkova, A. Souchon
PurposeThis special issue seeks to create an interdisciplinary community of researchers applying decision-making theory to the international marketing context. The articles published in this special issue contain cutting-edge conceptual and empirical studies that enhance existing knowledge on international marketing decision-making.Design/methodology/approachThirty-six (36) manuscripts were submitted to the editorial office focusing on a broad range of international marketing decision-making. Following a thorough review process, a collection of five original empirical studies on different facets of international marketing decision-making from multiple theoretical, contextual and methodological perspectives are included in this Special Issue.FindingsOverall, the combined evidence presented in this Special Issue shows that the general field of international marketing decision-making is starting to mature. Evidence from the contributors to this Special Issue shows that researchers have taken inspiration from both the past and the present when designing and crafting their research and, by doing so, they have collectively contributed to new knowledge in terms of international marketing decision-making principles, decision-maker personality traits, the consequences of international marketing decisions and cross-cultural differences with regards to decision-making influences and behavior.Originality/valueWith few exceptions, not much is known about how international marketing decisions are made. Yet, the way international marketing decisions are made is critical for international marketing success. This sphere of international marketing decision-making research, while relatively anemic, is typically underpinned by behavioral economic theories of decision-making, such that a duality in decision-making processes is identified. Nevertheless, international marketing and management studies are dominated by the planning paradigm, while in practice, managers often see the attempt to deviate from planning as irresponsible and dangerous. The articles included in this special issue have addressed major unanswered questions regarding the content and processes of international marketing decision-making.
{"title":"Decision-making in international marketing: past, present and future","authors":"João S. Oliveira, Magnus Hultman, N. Boso, Ian R. Hodgkinson, P. Hughes, E. Nemkova, A. Souchon","doi":"10.1108/imr-11-2022-0249","DOIUrl":"https://doi.org/10.1108/imr-11-2022-0249","url":null,"abstract":"PurposeThis special issue seeks to create an interdisciplinary community of researchers applying decision-making theory to the international marketing context. The articles published in this special issue contain cutting-edge conceptual and empirical studies that enhance existing knowledge on international marketing decision-making.Design/methodology/approachThirty-six (36) manuscripts were submitted to the editorial office focusing on a broad range of international marketing decision-making. Following a thorough review process, a collection of five original empirical studies on different facets of international marketing decision-making from multiple theoretical, contextual and methodological perspectives are included in this Special Issue.FindingsOverall, the combined evidence presented in this Special Issue shows that the general field of international marketing decision-making is starting to mature. Evidence from the contributors to this Special Issue shows that researchers have taken inspiration from both the past and the present when designing and crafting their research and, by doing so, they have collectively contributed to new knowledge in terms of international marketing decision-making principles, decision-maker personality traits, the consequences of international marketing decisions and cross-cultural differences with regards to decision-making influences and behavior.Originality/valueWith few exceptions, not much is known about how international marketing decisions are made. Yet, the way international marketing decisions are made is critical for international marketing success. This sphere of international marketing decision-making research, while relatively anemic, is typically underpinned by behavioral economic theories of decision-making, such that a duality in decision-making processes is identified. Nevertheless, international marketing and management studies are dominated by the planning paradigm, while in practice, managers often see the attempt to deviate from planning as irresponsible and dangerous. The articles included in this special issue have addressed major unanswered questions regarding the content and processes of international marketing decision-making.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2023-08-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45886095","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-15DOI: 10.1108/imr-09-2022-0215
Lourdes Rivero-Gutierrez, Pablo Cabanelas, Francisco Díez‐Martín, Alicia Blanco‐González
PurposeForeign markets possess different characteristics to domestic ones; this means that dynamic marketing capabilities (DMCs) should be adjusted. This paper aims to understand how these DMCs enable firms to achieve greater legitimacy in international markets.Design/methodology/approachThis research uses a qualitative approach based on in-depth interviews in collaboration with an association of exporting firms.FindingsFindings suggest five areas of DMCs to improve organizational legitimacy overseas: flexibility, relationship management, local market sensitivity, anticipation and exemplariness. Those capabilities should be combined and will play a different role depending on the implementation phase of the external company. Resource allocation and capability development should follow an integrative approach emphasizing proximity, adaptability, alliances, engagement and credibility to reach differentiation in foreign markets.Originality/valueThe originality is mainly focused on the cohabitation and strong synergies between DMCs and legitimacy. This aspect is particularly relevant because legitimized companies have higher levels of survival, which is fundamental in the international venture.
{"title":"How can companies boost legitimacy in international markets? A dynamic marketing capabilities approach","authors":"Lourdes Rivero-Gutierrez, Pablo Cabanelas, Francisco Díez‐Martín, Alicia Blanco‐González","doi":"10.1108/imr-09-2022-0215","DOIUrl":"https://doi.org/10.1108/imr-09-2022-0215","url":null,"abstract":"PurposeForeign markets possess different characteristics to domestic ones; this means that dynamic marketing capabilities (DMCs) should be adjusted. This paper aims to understand how these DMCs enable firms to achieve greater legitimacy in international markets.Design/methodology/approachThis research uses a qualitative approach based on in-depth interviews in collaboration with an association of exporting firms.FindingsFindings suggest five areas of DMCs to improve organizational legitimacy overseas: flexibility, relationship management, local market sensitivity, anticipation and exemplariness. Those capabilities should be combined and will play a different role depending on the implementation phase of the external company. Resource allocation and capability development should follow an integrative approach emphasizing proximity, adaptability, alliances, engagement and credibility to reach differentiation in foreign markets.Originality/valueThe originality is mainly focused on the cohabitation and strong synergies between DMCs and legitimacy. This aspect is particularly relevant because legitimized companies have higher levels of survival, which is fundamental in the international venture.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2023-08-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49473030","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-09DOI: 10.1108/imr-12-2021-0385
Saeedeh Rezaee Vessal, Judith Partouche, Insaf Khelladi, Sylvaine Castellano, Mehmet A. Orhan, Rossella Sorio
PurposeBuilding on construal level theory and applying the hypothetical distance dimension, this cross-cultural study (individualistic vs collectivistic culture) aims to explore the effects of cause familiarity on individuals' attitudes toward a brand and how cause–brand fit mediates this relationship. Furthermore, this study explores how perceived betrayal moderates the relationship between cause–brand fit and attitude toward a brand.Design/methodology/approachA quantitative research design was adopted. Data collection was performed through snowball sampling of French and Turkish participants (N = 455). The collected data were then analyzed using the PROCESS macro for SPSS.FindingsThe results reveal a significant effect of cause familiarity on attitude toward the brand, wherein one's attitude toward fit in a cause–brand alliance serves as a mediator in this relationship. The results also indicate that perceived betrayal moderates the relationship between cause–brand fit and attitude toward a brand. However, when it comes to facing a global pandemic, culture has no significant effect on consumers' perceptions and attitudes toward cause–brand alliances.Originality/valueThis research investigates the enhancement of attitudes toward a brand through an alliance with a familiar cause and explains this relationship via attitudes toward fit in such an alliance. Moreover, it provides novel insights into perceived betrayal as a variable that can lead to a more pronounced relationship between attitude toward fit and attitude toward a brand.
{"title":"When cause familiarity leads to positive attitudes toward brands in a cause–brand alliance: a cross-cultural study during the COVID-19 pandemic","authors":"Saeedeh Rezaee Vessal, Judith Partouche, Insaf Khelladi, Sylvaine Castellano, Mehmet A. Orhan, Rossella Sorio","doi":"10.1108/imr-12-2021-0385","DOIUrl":"https://doi.org/10.1108/imr-12-2021-0385","url":null,"abstract":"PurposeBuilding on construal level theory and applying the hypothetical distance dimension, this cross-cultural study (individualistic vs collectivistic culture) aims to explore the effects of cause familiarity on individuals' attitudes toward a brand and how cause–brand fit mediates this relationship. Furthermore, this study explores how perceived betrayal moderates the relationship between cause–brand fit and attitude toward a brand.Design/methodology/approachA quantitative research design was adopted. Data collection was performed through snowball sampling of French and Turkish participants (N = 455). The collected data were then analyzed using the PROCESS macro for SPSS.FindingsThe results reveal a significant effect of cause familiarity on attitude toward the brand, wherein one's attitude toward fit in a cause–brand alliance serves as a mediator in this relationship. The results also indicate that perceived betrayal moderates the relationship between cause–brand fit and attitude toward a brand. However, when it comes to facing a global pandemic, culture has no significant effect on consumers' perceptions and attitudes toward cause–brand alliances.Originality/valueThis research investigates the enhancement of attitudes toward a brand through an alliance with a familiar cause and explains this relationship via attitudes toward fit in such an alliance. Moreover, it provides novel insights into perceived betrayal as a variable that can lead to a more pronounced relationship between attitude toward fit and attitude toward a brand.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2023-08-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46681867","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-02DOI: 10.1108/imr-12-2021-0353
Lee Heng Wei, Ong Chuan Huat, R. Thurasamy
PurposeThis study aims to investigate the impact of the source of the content in social media communication and the content distribution intensity on consumer-based brand equity (CBBE) dimensions and how the study will eventually impact purchase intention.Design/methodology/approachA total of 521 samples were collected using an online survey questionnaire. The respondents' validity was verified using purposive sampling techniques, and the responses were analysed using SmartPLS 3.0.FindingsThe authors outlined the fundamental mechanisms of what makes social media communication effective and discovered that emotional-based brand equity dimensions (brand association and brand loyalty) remained significant in influencing purchase intention. However, attribution-based brand equity dimensions (perceived quality, brand trust and brand awareness) are found to have no impact.Originality/valueThis study decomposed social media communication into three different dimensions, and the authors' result showed that the dimensions do not impact CBBE to the same extent. The authors concluded that some CBBE dimensions, which appear to be a rigour determinant of purchase intention over time, have a feeble effect during the pandemic. The existing relationship between the CBBE dimensions with purchase intention might not hold in the pandemic context. The authors suggested that anxiety or pandemic fear could alter the normal consumer buying process and make some well-established relationships not hold. As research indicates that pandemics are reoccurring events, the authors' study contributes to the global effort to dampen some of the pandemic-related effects on business and marketing.
{"title":"The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic","authors":"Lee Heng Wei, Ong Chuan Huat, R. Thurasamy","doi":"10.1108/imr-12-2021-0353","DOIUrl":"https://doi.org/10.1108/imr-12-2021-0353","url":null,"abstract":"PurposeThis study aims to investigate the impact of the source of the content in social media communication and the content distribution intensity on consumer-based brand equity (CBBE) dimensions and how the study will eventually impact purchase intention.Design/methodology/approachA total of 521 samples were collected using an online survey questionnaire. The respondents' validity was verified using purposive sampling techniques, and the responses were analysed using SmartPLS 3.0.FindingsThe authors outlined the fundamental mechanisms of what makes social media communication effective and discovered that emotional-based brand equity dimensions (brand association and brand loyalty) remained significant in influencing purchase intention. However, attribution-based brand equity dimensions (perceived quality, brand trust and brand awareness) are found to have no impact.Originality/valueThis study decomposed social media communication into three different dimensions, and the authors' result showed that the dimensions do not impact CBBE to the same extent. The authors concluded that some CBBE dimensions, which appear to be a rigour determinant of purchase intention over time, have a feeble effect during the pandemic. The existing relationship between the CBBE dimensions with purchase intention might not hold in the pandemic context. The authors suggested that anxiety or pandemic fear could alter the normal consumer buying process and make some well-established relationships not hold. As research indicates that pandemics are reoccurring events, the authors' study contributes to the global effort to dampen some of the pandemic-related effects on business and marketing.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2023-08-02","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45642324","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2023-08-01DOI: 10.1108/imr-05-2022-0130
C. Han, Hyojin Nam, Danielle Swanepoel
PurposeThe study draws primarily on social identity theory and conceptualizes perceived brand localness (PBL) as a signal of in-group membership to local consumers and investigates how it affects consumer trust and purchase intentions for foreign brands in developing countries in Asia. In addition, the authors examine boundary conditions for these hypothesized PBL effects.Design/methodology/approachUsing consumer survey data from three countries in Southeast Asia (the Philippines, Vietnam and Myanmar), the authors empirically validate the positive effects of PBL on consumer trust and purchase intentions for foreign brands in developing countries.FindingsThe findings support the social identity theory conceptualization of PBL for foreign brands, in which it can create identification-based trust (Tanis and Postmes, 2005) and active ownership through a process of self-stereotyping (van Veelen et al., 2015).Originality/valueThe findings suggest that social identity theory can be a promising theoretical framework for conceptualizing PBL and gaining a deeper insight into its mechanization and how it impacts consumers.
目的本研究主要借鉴社会认同理论，将感知品牌本地性（PBL）概念化为本地消费者群体内成员身份的信号，并调查其如何影响亚洲发展中国家消费者对外国品牌的信任和购买意愿。此外，作者还研究了这些假设PBL效应的边界条件。设计/方法/方法利用来自东南亚三个国家（菲律宾、越南和缅甸）的消费者调查数据，作者实证验证了PBL对发展中国家消费者信任和外国品牌购买意愿的积极影响。研究结果支持了国外品牌PBL的社会身份理论概念化，其中，它可以通过自我刻板印象的过程创建基于身份的信任（Tanis和Postmes，2005）和主动所有权（van Veelen et al.，2015）。原创性/价值研究结果表明，社会身份理论可以成为一个很有前途的理论框架，用于概念化PBL，并更深入地了解其机械化及其对消费者的影响。
{"title":"Perceived brand localness of foreign brands and its impacts on brand trust and purchase intentions in developing countries in Asia: a social identity theory perspective","authors":"C. Han, Hyojin Nam, Danielle Swanepoel","doi":"10.1108/imr-05-2022-0130","DOIUrl":"https://doi.org/10.1108/imr-05-2022-0130","url":null,"abstract":"PurposeThe study draws primarily on social identity theory and conceptualizes perceived brand localness (PBL) as a signal of in-group membership to local consumers and investigates how it affects consumer trust and purchase intentions for foreign brands in developing countries in Asia. In addition, the authors examine boundary conditions for these hypothesized PBL effects.Design/methodology/approachUsing consumer survey data from three countries in Southeast Asia (the Philippines, Vietnam and Myanmar), the authors empirically validate the positive effects of PBL on consumer trust and purchase intentions for foreign brands in developing countries.FindingsThe findings support the social identity theory conceptualization of PBL for foreign brands, in which it can create identification-based trust (Tanis and Postmes, 2005) and active ownership through a process of self-stereotyping (van Veelen et al., 2015).Originality/valueThe findings suggest that social identity theory can be a promising theoretical framework for conceptualizing PBL and gaining a deeper insight into its mechanization and how it impacts consumers.","PeriodicalId":14456,"journal":{"name":"International Marketing Review","volume":null,"pages":null},"PeriodicalIF":5.0,"publicationDate":"2023-08-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45236110","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
京公网安备 11010802042870号
京ICP备2023020795号-1
扫码关注我们
求助内容：
应助结果提醒方式：