Pub Date : 2020-07-23DOI: 10.1080/08911762.2020.1781319
Ying Zhu, Alice Zhang, Jiaxun He, Yong J. Wang
Abstract Selecting an appropriate brand transposition strategy across different language systems is crucial to a brand’s success in the multi-cultural global marketplace. Drawing upon appraisal theory and using a large data set of 3,100 real cosmetic brands and their consumer ratings in China, we analyze the effectiveness of three common brand transposition strategies across three types of firms. The results show that the brand transposition strategies differ in their effects on consumer ratings of brand, and the effects depend on the firm type (foreign, joint venture, and domestic firms). Specifically, a semantic brand transposition strategy exerts positive effects on consumer ratings of foreign brands and joint venture brands but not of domestic brands. The phonetic transposition strategy and the phonosemantic transposition strategy benefit only foreign brands, and not joint venture brands or domestic brands. To better understand brand transposition between two language systems, we also provide descriptive analyses of the transposing patterns of Chinese character usage across firm types as well as the most frequently used Chinese characters in cosmetic brand names.
{"title":"The Impact of Brand Transposition Strategies and Firm Type on Consumer Ratings of Brand: An Analytical Study of Cosmetic Brands","authors":"Ying Zhu, Alice Zhang, Jiaxun He, Yong J. Wang","doi":"10.1080/08911762.2020.1781319","DOIUrl":"https://doi.org/10.1080/08911762.2020.1781319","url":null,"abstract":"Abstract Selecting an appropriate brand transposition strategy across different language systems is crucial to a brand’s success in the multi-cultural global marketplace. Drawing upon appraisal theory and using a large data set of 3,100 real cosmetic brands and their consumer ratings in China, we analyze the effectiveness of three common brand transposition strategies across three types of firms. The results show that the brand transposition strategies differ in their effects on consumer ratings of brand, and the effects depend on the firm type (foreign, joint venture, and domestic firms). Specifically, a semantic brand transposition strategy exerts positive effects on consumer ratings of foreign brands and joint venture brands but not of domestic brands. The phonetic transposition strategy and the phonosemantic transposition strategy benefit only foreign brands, and not joint venture brands or domestic brands. To better understand brand transposition between two language systems, we also provide descriptive analyses of the transposing patterns of Chinese character usage across firm types as well as the most frequently used Chinese characters in cosmetic brand names.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"56 - 72"},"PeriodicalIF":0.0,"publicationDate":"2020-07-23","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2020.1781319","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44936581","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-07-07DOI: 10.1080/08911762.2020.1777612
Priti Gadhavi, Harleen Sahni
Abstract Consumption is a pleasurable activity associated with strong perceived sense of happiness. Fashion overconsumption is a common phenomenon due to high accessibility and affordability. Overconsumption has long-term negative consequences for individual consumers and society. Responsible consumerism is emerging, but there is a dearth of research analyzing mindfulness as a psychological and behavioral construct. Mindfulness has not been studied sufficiently in fashion consumption, with extant literature focusing only on consumer behavior toward sustainable fashion. Youth are proliferate fashion consumers; thus, examining their “mindfulness” is important. The study examined “Care” and “Temperance” as two aspects of mindfulness, depicted in the Mindful Consumption model of Sheth et al. Thirty-two respondents aged 18–25 years were personally interviewed. Data were analyzed with a repertory grid technique. Environmental consciousness and social empathy emerged as significant care aspects. Behaviorally, young consumers were tempted toward fast fashion and valued hedonism in fashion. However, they also appeared meditative in their fashion purchases. Misalignment was found in the care and temperance dimensions as young Indian consumers have a caring mindset, but notably “mindless” behavioral orientations. Emergence of “self” as an important care consideration can induce effectual mindfulness. Evoking temperance is also needed for more responsible and conscious fashion consumption.
{"title":"Analyzing the “Mindfulness” of Young Indian Consumers in their Fashion Consumption","authors":"Priti Gadhavi, Harleen Sahni","doi":"10.1080/08911762.2020.1777612","DOIUrl":"https://doi.org/10.1080/08911762.2020.1777612","url":null,"abstract":"Abstract Consumption is a pleasurable activity associated with strong perceived sense of happiness. Fashion overconsumption is a common phenomenon due to high accessibility and affordability. Overconsumption has long-term negative consequences for individual consumers and society. Responsible consumerism is emerging, but there is a dearth of research analyzing mindfulness as a psychological and behavioral construct. Mindfulness has not been studied sufficiently in fashion consumption, with extant literature focusing only on consumer behavior toward sustainable fashion. Youth are proliferate fashion consumers; thus, examining their “mindfulness” is important. The study examined “Care” and “Temperance” as two aspects of mindfulness, depicted in the Mindful Consumption model of Sheth et al. Thirty-two respondents aged 18–25 years were personally interviewed. Data were analyzed with a repertory grid technique. Environmental consciousness and social empathy emerged as significant care aspects. Behaviorally, young consumers were tempted toward fast fashion and valued hedonism in fashion. However, they also appeared meditative in their fashion purchases. Misalignment was found in the care and temperance dimensions as young Indian consumers have a caring mindset, but notably “mindless” behavioral orientations. Emergence of “self” as an important care consideration can induce effectual mindfulness. Evoking temperance is also needed for more responsible and conscious fashion consumption.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"33 1","pages":"417 - 429"},"PeriodicalIF":0.0,"publicationDate":"2020-07-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2020.1777612","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44195596","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-07-03DOI: 10.1080/08911762.2020.1786614
T. Aichner, R. Wilken, Paolo Coletti
Abstract This article investigates potential negative effects of a product-harm crisis (PHC) involving a product category that benefits from positive country-of-origin (COO) effects. In particular, the authors hypothesize that such a PHC generates deteriorations in consumers’ attitudes toward the product category involved, which in turn spill over to a country’s products in general (broad COO level) and, subsequently, to other product categories (narrow COO level), in that they generate attitude deteriorations on these two levels as well. Two online experiments confirm these negative effects and that attitudinal deterioration is particularly strong among consumers with relatively high initial trust if intentional actions of the concerned companies have caused the crisis.
{"title":"Country Image at Risk: Spillover Effects of Product-Harm Crises and the Role of Trust","authors":"T. Aichner, R. Wilken, Paolo Coletti","doi":"10.1080/08911762.2020.1786614","DOIUrl":"https://doi.org/10.1080/08911762.2020.1786614","url":null,"abstract":"Abstract This article investigates potential negative effects of a product-harm crisis (PHC) involving a product category that benefits from positive country-of-origin (COO) effects. In particular, the authors hypothesize that such a PHC generates deteriorations in consumers’ attitudes toward the product category involved, which in turn spill over to a country’s products in general (broad COO level) and, subsequently, to other product categories (narrow COO level), in that they generate attitude deteriorations on these two levels as well. Two online experiments confirm these negative effects and that attitudinal deterioration is particularly strong among consumers with relatively high initial trust if intentional actions of the concerned companies have caused the crisis.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"73 - 89"},"PeriodicalIF":0.0,"publicationDate":"2020-07-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2020.1786614","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49426249","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-06-18DOI: 10.1080/08911762.2020.1765444
Payal R. Phulwani, Divesh Kumar, Praveen Goyal
Abstract As society moves closer to sustainability, recycling becomes one of the core concepts of sustainable behavior. Recycling behavior research is receiving extensive attention from various disciplines because of the increasing prioritization of resource recovery and management by policymakers and industry. This article provides a clear view of the progression of publications and research diversification within the domain. The 788 articles which focused on consumers’ or households’ recycling behavior were analyzed using software. Resources, Conservation and Recycling was the top contributing journal, and Stewart Barr was the top contributing author. With the help of citation analysis and bibliographic coupling, the intellectual structure of recycling behavior research was obtained, showing that the research had diversified into seven identifiable clusters. The research in the area was initially focused on environmental behaviors and their determinants, household recycling behavior and behavioral theories like the Theory of Planned Behavior. Other focus areas that aid in research progression were spillover effects, past behavior, habits and behavior change. These clusters further provided the base for research on recycling behavior toward specific product categories. The content analysis of the lead papers in each cluster further helps in disclosing the foundations of and future directions of research.
{"title":"A Systematic Literature Review and Bibliometric Analysis of Recycling Behavior","authors":"Payal R. Phulwani, Divesh Kumar, Praveen Goyal","doi":"10.1080/08911762.2020.1765444","DOIUrl":"https://doi.org/10.1080/08911762.2020.1765444","url":null,"abstract":"Abstract As society moves closer to sustainability, recycling becomes one of the core concepts of sustainable behavior. Recycling behavior research is receiving extensive attention from various disciplines because of the increasing prioritization of resource recovery and management by policymakers and industry. This article provides a clear view of the progression of publications and research diversification within the domain. The 788 articles which focused on consumers’ or households’ recycling behavior were analyzed using software. Resources, Conservation and Recycling was the top contributing journal, and Stewart Barr was the top contributing author. With the help of citation analysis and bibliographic coupling, the intellectual structure of recycling behavior research was obtained, showing that the research had diversified into seven identifiable clusters. The research in the area was initially focused on environmental behaviors and their determinants, household recycling behavior and behavioral theories like the Theory of Planned Behavior. Other focus areas that aid in research progression were spillover effects, past behavior, habits and behavior change. These clusters further provided the base for research on recycling behavior toward specific product categories. The content analysis of the lead papers in each cluster further helps in disclosing the foundations of and future directions of research.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"33 1","pages":"354 - 376"},"PeriodicalIF":0.0,"publicationDate":"2020-06-18","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2020.1765444","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46919962","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-06-12DOI: 10.1080/08911762.2020.1777611
Huan Chen, Ye Wang, Fei Qiao
Abstract With China’s rapid economic growth, an exponential increasing number of Chinese consumers become major spenders on luxury goods across the globe. The majority of previous studies are dedicated to understanding Chinese female consumers and their luxury consumption. Yet, the investigation about Chinese young male consumers is insufficient. Thus, drawing upon consumer culture theory, the current study examined the Chinese young male consumers’ perception toward luxury brands’ social media advertising. A total of three studies have been employed including a qualitative in-depth interview, a traditional content analysis, and a data-mining topic modeling approach. Results revealed that (a) luxury brands’ social media advertising served three functions including informing (delivering information about the products), reinforcing (the reiteration of the meanings and values of luxury brands), and referencing (the referential framework for brand research and purpose); and (b) although luxury brand social media advertising appealed to both genders, it did not satisfy male consumers’ symbolic and cultural needs. Findings suggest possible perceptional gaps between luxury brand social media advertising and Chinese male consumers’ perception. Theoretical contributions as well as managerial suggestions were further discussed in the study.
{"title":"Informing, Reinforcing, and Referencing: Chinese Male Consumers’ Interpretation of Luxury Advertising and Luxury Brands’ Presence on Chinese Social Media","authors":"Huan Chen, Ye Wang, Fei Qiao","doi":"10.1080/08911762.2020.1777611","DOIUrl":"https://doi.org/10.1080/08911762.2020.1777611","url":null,"abstract":"Abstract With China’s rapid economic growth, an exponential increasing number of Chinese consumers become major spenders on luxury goods across the globe. The majority of previous studies are dedicated to understanding Chinese female consumers and their luxury consumption. Yet, the investigation about Chinese young male consumers is insufficient. Thus, drawing upon consumer culture theory, the current study examined the Chinese young male consumers’ perception toward luxury brands’ social media advertising. A total of three studies have been employed including a qualitative in-depth interview, a traditional content analysis, and a data-mining topic modeling approach. Results revealed that (a) luxury brands’ social media advertising served three functions including informing (delivering information about the products), reinforcing (the reiteration of the meanings and values of luxury brands), and referencing (the referential framework for brand research and purpose); and (b) although luxury brand social media advertising appealed to both genders, it did not satisfy male consumers’ symbolic and cultural needs. Findings suggest possible perceptional gaps between luxury brand social media advertising and Chinese male consumers’ perception. Theoretical contributions as well as managerial suggestions were further discussed in the study.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"38 - 55"},"PeriodicalIF":0.0,"publicationDate":"2020-06-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2020.1777611","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45666332","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-06-08DOI: 10.1080/08911762.2020.1775919
E. J. M. Arruda Filho, Alexis de Araújo Barcelos
Abstract This study describes how consumer dissatisfaction, aggravated by inefficient after-sales service and the perception of injustice, leads the consumer to desire retaliation. The central form of retaliation identified empirically is negative online word-of-mouth communication, leading to extensive sharing of punitive actions related to consumers’ losses and disappointments. The study entails qualitative research using netnography as the data collection method to extract consumer posts from Facebook containing reports on user experiences. Content analysis enabled observation of four categories of negative online word-of-mouth behavior that represent the following key factors: dissatisfaction, inefficient post-sales service, perceived injustice, and desire to retaliate. Understanding the retaliation process through post-purchase negative word-of-mouth about a particular product is critical to reduce and adjust the characteristics that influence the perception of injustice, thereby decreasing the likelihood of the consumer making damaging declarations against the company.
{"title":"Negative Online Word-of-Mouth: Consumers’ Retaliation in the Digital World","authors":"E. J. M. Arruda Filho, Alexis de Araújo Barcelos","doi":"10.1080/08911762.2020.1775919","DOIUrl":"https://doi.org/10.1080/08911762.2020.1775919","url":null,"abstract":"Abstract This study describes how consumer dissatisfaction, aggravated by inefficient after-sales service and the perception of injustice, leads the consumer to desire retaliation. The central form of retaliation identified empirically is negative online word-of-mouth communication, leading to extensive sharing of punitive actions related to consumers’ losses and disappointments. The study entails qualitative research using netnography as the data collection method to extract consumer posts from Facebook containing reports on user experiences. Content analysis enabled observation of four categories of negative online word-of-mouth behavior that represent the following key factors: dissatisfaction, inefficient post-sales service, perceived injustice, and desire to retaliate. Understanding the retaliation process through post-purchase negative word-of-mouth about a particular product is critical to reduce and adjust the characteristics that influence the perception of injustice, thereby decreasing the likelihood of the consumer making damaging declarations against the company.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"19 - 37"},"PeriodicalIF":0.0,"publicationDate":"2020-06-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2020.1775919","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44697783","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-27DOI: 10.1080/08911762.2020.1772935
Chinmoy Bandyopadhyay, Subhasis Ray
Abstract Eco-fashion brands strive to strike a balance between sustainability and product-related aspects. While much has been written on the branding of sustainable fashion, little is known about the positioning strategies that have both sustainability and fashion appeal. This study aims to fill the gap, guided by the research question: how sustainability and product functionality-related aspects are dealt with while positioning a fashion brand? Using an illustrative case study of an Indian social enterprise, Upasana, we explore how fashion brands identify and work on a positioning strategy that balances the fashion and sustainability-related aspects of their products. Our paper is based on multiple site visits over the last seven years, email communications, direct observations, analysis of the company website, brochures, and in-depth interviews with the founder. Our findings suggest three aspects that should be highlighted in the positioning of a sustainable fashion brand: (i) authenticity of the products and business processes (ii) local and/or traditional aspects of the product including its design (iii) an appealing backstory with market relevance. By uncovering the brand positioning strategies adopted by a social enterprise, this article contributes to our understanding of how sustainable fashion brands can create a favorable image among the stakeholders.
{"title":"Finding the Sweet Spot between Ethics and Aesthetics: A Social Entrepreneurial Perspective to Sustainable Fashion Brand (Juxta)Positioning","authors":"Chinmoy Bandyopadhyay, Subhasis Ray","doi":"10.1080/08911762.2020.1772935","DOIUrl":"https://doi.org/10.1080/08911762.2020.1772935","url":null,"abstract":"Abstract Eco-fashion brands strive to strike a balance between sustainability and product-related aspects. While much has been written on the branding of sustainable fashion, little is known about the positioning strategies that have both sustainability and fashion appeal. This study aims to fill the gap, guided by the research question: how sustainability and product functionality-related aspects are dealt with while positioning a fashion brand? Using an illustrative case study of an Indian social enterprise, Upasana, we explore how fashion brands identify and work on a positioning strategy that balances the fashion and sustainability-related aspects of their products. Our paper is based on multiple site visits over the last seven years, email communications, direct observations, analysis of the company website, brochures, and in-depth interviews with the founder. Our findings suggest three aspects that should be highlighted in the positioning of a sustainable fashion brand: (i) authenticity of the products and business processes (ii) local and/or traditional aspects of the product including its design (iii) an appealing backstory with market relevance. By uncovering the brand positioning strategies adopted by a social enterprise, this article contributes to our understanding of how sustainable fashion brands can create a favorable image among the stakeholders.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"33 1","pages":"377 - 395"},"PeriodicalIF":0.0,"publicationDate":"2020-05-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2020.1772935","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46935352","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-26DOI: 10.1080/08911762.2020.1768654
A. Manrai
It is our goal to gain recognition for the Journal of Global Marketing among the top-tier journals and attract the best research papers with a global, cross-cultural, and/or cross-national research in marketing. Presently, a special issue titled, “Ethical Issues in Pharmaceutical Marketing from an International Perspective” was recently issued. It is Guest Edited by Yam Limbu, Montclair State University, and Bruce Huhmann. The deadline for submission of manuscripts for the special issue is December 31, 2020. The details of the special issues are available at the Journal homepage (web link given in the Reference section.) We welcome all scholars to contact Tarek Maddy, Senior Associate Editor, Special Issues and Book Reviews (tmady@upei.ca) if you would like to propose a special issue, or recommend a book for review, or review a book. I would also like to invite you to submit your best research papers in the international, cross-cultural and cross-national areas for publication consideration in the Journal of Global Marketing, JGM. Please visit the journal website (web link provided in the reference section) to check out our (Associate Editors and ERB members, 2020) as well as a list of research topics covered in the journal. It is my pleasure to welcome you to Volume 33, Number 3 issue of the Journal of Global Marketing, JGM. In this issue, we have included five excellent manuscripts on new research on the impact of culture on international consumer behavior.
我们的目标是让《全球营销杂志》在顶级期刊中获得认可，并吸引全球、跨文化和/或跨国营销研究领域的最佳研究论文。最近出版了《国际视野下的医药营销伦理问题》特刊。本文由蒙特克莱尔州立大学的Yam Limbu和Bruce Huhmann客座编辑。特刊投稿截止日期为2020年12月31日。特刊的详细信息可在《华尔街日报》的主页上找到(参考部分提供了网络链接)。我们欢迎所有学者联系特刊和书评高级副主编Tarek Maddy (tmady@upei.ca)，如果您想提出一个特刊，或推荐一本书进行评论，或评论一本书。我还想邀请您提交您在国际，跨文化和跨国家领域的最佳研究论文，以供在JGM全球营销杂志上发表。请访问期刊网站(参考部分提供的web链接)查看我们的(副编辑和ERB成员，2020)以及期刊所涵盖的研究主题列表。很高兴欢迎您来到《全球营销杂志》第33卷第3期。在本期中，我们收录了五篇关于文化对国际消费者行为影响的新研究的优秀稿件。
{"title":"New Research on the Role of Culture in International Consumer Behavior","authors":"A. Manrai","doi":"10.1080/08911762.2020.1768654","DOIUrl":"https://doi.org/10.1080/08911762.2020.1768654","url":null,"abstract":"It is our goal to gain recognition for the Journal of Global Marketing among the top-tier journals and attract the best research papers with a global, cross-cultural, and/or cross-national research in marketing. Presently, a special issue titled, “Ethical Issues in Pharmaceutical Marketing from an International Perspective” was recently issued. It is Guest Edited by Yam Limbu, Montclair State University, and Bruce Huhmann. The deadline for submission of manuscripts for the special issue is December 31, 2020. The details of the special issues are available at the Journal homepage (web link given in the Reference section.) We welcome all scholars to contact Tarek Maddy, Senior Associate Editor, Special Issues and Book Reviews (tmady@upei.ca) if you would like to propose a special issue, or recommend a book for review, or review a book. I would also like to invite you to submit your best research papers in the international, cross-cultural and cross-national areas for publication consideration in the Journal of Global Marketing, JGM. Please visit the journal website (web link provided in the reference section) to check out our (Associate Editors and ERB members, 2020) as well as a list of research topics covered in the journal. It is my pleasure to welcome you to Volume 33, Number 3 issue of the Journal of Global Marketing, JGM. In this issue, we have included five excellent manuscripts on new research on the impact of culture on international consumer behavior.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"33 1","pages":"139 - 140"},"PeriodicalIF":0.0,"publicationDate":"2020-05-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2020.1768654","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48096066","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-26DOI: 10.1080/08911762.2019.1654586
Peerayuth Charoensukmongkol
Abstract This research investigates the contribution of cultural intelligence (CQ) in adaptive selling behaviors and international sales performance of Thai salespeople assigned to work at international trade shows in foreign countries. This study integrates the perspectives of categorization and cognitive resource theories to illustrate how CQ enables salespeople to make effective selling adaptations to achieve high performance in cross-cultural selling. These guiding theories also help identify the characteristics of salespeople with respect to trait mindfulness, which plays a facilitating role in promoting the effectiveness of CQ in this context. Data were collected from 365 Thai salespeople using a questionnaire survey. The results from the partial least squares regression analysis revealed a significant positive relationship between CQ and adaptive selling behaviors. Adaptive selling behaviors also mediated the positive association between CQ and international sales performance. Moreover, the moderating effect analysis showed that the positive relationship between CQ and adaptive selling behaviors was stronger in salespeople who possessed a high level of trait mindfulness.
{"title":"The Efficacy of Cultural Intelligence for Adaptive Selling Behaviors in Cross-Cultural Selling: The Moderating Effect of Trait Mindfulness","authors":"Peerayuth Charoensukmongkol","doi":"10.1080/08911762.2019.1654586","DOIUrl":"https://doi.org/10.1080/08911762.2019.1654586","url":null,"abstract":"Abstract This research investigates the contribution of cultural intelligence (CQ) in adaptive selling behaviors and international sales performance of Thai salespeople assigned to work at international trade shows in foreign countries. This study integrates the perspectives of categorization and cognitive resource theories to illustrate how CQ enables salespeople to make effective selling adaptations to achieve high performance in cross-cultural selling. These guiding theories also help identify the characteristics of salespeople with respect to trait mindfulness, which plays a facilitating role in promoting the effectiveness of CQ in this context. Data were collected from 365 Thai salespeople using a questionnaire survey. The results from the partial least squares regression analysis revealed a significant positive relationship between CQ and adaptive selling behaviors. Adaptive selling behaviors also mediated the positive association between CQ and international sales performance. Moreover, the moderating effect analysis showed that the positive relationship between CQ and adaptive selling behaviors was stronger in salespeople who possessed a high level of trait mindfulness.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"33 1","pages":"141 - 157"},"PeriodicalIF":0.0,"publicationDate":"2020-05-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2019.1654586","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43529272","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2020-05-26DOI: 10.1080/08911762.2019.1683668
Surat Teerakapibal
Abstract Extant literatures have illustrated that human values influence consumers’ product preference and subsequently their choices. This article aims to investigate the relationship between human values and overall life satisfaction across consumer segments using the 2010–2014 World Value Survey (WVS) wave 6 data, which comprises of 85,512 respondents residing in 56 countries around the world. With available detailed socio-demographic data, a series of ordinal logistic models are estimated. Results show significant relationships between human values and overall level of life satisfaction. Interestingly, these relationships are moderated both cultural regions and age. Findings do not only support the notion of cultural-level values, but also suggest that rational individuals dynamically shift their value priorities as they age to ensure a higher level of overall life satisfaction. Consequently, global marketers should dynamically align their product offering’s benefits and promotions with the values that its target market seeks. Other implications for marketing to consumers residing in different cultural regions and belonging to different age groups are also discussed.
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