Pub Date : 2024-01-25DOI: 10.1080/08911762.2023.2299011
Hayeun Jang, Ju Yeun Jang, Do Yuon Kim
In this study, two experiments utilizing sound symbolism were conducted to gain a deeper understanding of how the sounds and letter curvatures of a brand name evoke image associations among global ...
{"title":"How Brand Names Affect Consumer Perceptions: An Experimental Study on the Sound Symbolism of Foreign Brand Names","authors":"Hayeun Jang, Ju Yeun Jang, Do Yuon Kim","doi":"10.1080/08911762.2023.2299011","DOIUrl":"https://doi.org/10.1080/08911762.2023.2299011","url":null,"abstract":"In this study, two experiments utilizing sound symbolism were conducted to gain a deeper understanding of how the sounds and letter curvatures of a brand name evoke image associations among global ...","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"3 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139588069","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 : 2024-01-03DOI: 10.1080/08911762.2023.2299269
Ahmed A. M. Hassan, Jia Wang
{"title":"Cultural Fusion Unleashed: Analyzing Xiaomi’s Multifaceted Brand Communication Strategy across Global, Chinese, and Egyptian Social Media Channels","authors":"Ahmed A. M. Hassan, Jia Wang","doi":"10.1080/08911762.2023.2299269","DOIUrl":"https://doi.org/10.1080/08911762.2023.2299269","url":null,"abstract":"","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"73 3","pages":""},"PeriodicalIF":0.0,"publicationDate":"2024-01-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139388147","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 : 2023-11-25DOI: 10.1080/08911762.2023.2286590
A. Semenov, Arilova A. Randrianasolo
{"title":"Corporate Social Responsibility, Advertising Intensity, and Performance: The Importance of National Philanthropic Environments","authors":"A. Semenov, Arilova A. Randrianasolo","doi":"10.1080/08911762.2023.2286590","DOIUrl":"https://doi.org/10.1080/08911762.2023.2286590","url":null,"abstract":"","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"23 5","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-11-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"139238019","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 : 2023-11-07DOI: 10.1080/08911762.2023.2274072
Joaquin Estrader, Jing Song, Xinrui Li
AbstractThe affective contagion theory is essential in marketing and consumer research. By integrating this perspective with cross-cultural mobile marketing, our study explores the role of valenced emotions aroused by cultural elements within the app and further affective contagion effects, culture affinity as antecedent, and cross-cultural factors that may affect these evaluations. Based on three evaluative conditioning experiments with foreign users in China, we found the valenced emotion aroused by cultural elements in local apps (movie posters, media content, products) triggers a contagion effect on their attitudes toward the app. Moreover, we validate the role of culture affinity in providing ex-ante emotional associations during the appraisal process, the negative impact of language foreignness, and the interaction between app origin and political ideology. Our findings hold practical implications for app developers and marketers, particularly regarding the relationship between emotion and cultural bias in global markets.Keywords: Affective contagionmobile appscross-cultural mobile marketingevaluative conditioningforeign users Disclosure statementNo potential conflict of interest was reported by the authors.Notes1 A small proportion of respondents (n = 6, 7%) belong to Japan, Korea, and Vietnam, i.e., countries that share similar cultural aspects with China.
{"title":"Affective Contagion Effects in Cross-Cultural Mobile Marketing: Evaluative Conditioning Experiments with Foreign Users","authors":"Joaquin Estrader, Jing Song, Xinrui Li","doi":"10.1080/08911762.2023.2274072","DOIUrl":"https://doi.org/10.1080/08911762.2023.2274072","url":null,"abstract":"AbstractThe affective contagion theory is essential in marketing and consumer research. By integrating this perspective with cross-cultural mobile marketing, our study explores the role of valenced emotions aroused by cultural elements within the app and further affective contagion effects, culture affinity as antecedent, and cross-cultural factors that may affect these evaluations. Based on three evaluative conditioning experiments with foreign users in China, we found the valenced emotion aroused by cultural elements in local apps (movie posters, media content, products) triggers a contagion effect on their attitudes toward the app. Moreover, we validate the role of culture affinity in providing ex-ante emotional associations during the appraisal process, the negative impact of language foreignness, and the interaction between app origin and political ideology. Our findings hold practical implications for app developers and marketers, particularly regarding the relationship between emotion and cultural bias in global markets.Keywords: Affective contagionmobile appscross-cultural mobile marketingevaluative conditioningforeign users Disclosure statementNo potential conflict of interest was reported by the authors.Notes1 A small proportion of respondents (n = 6, 7%) belong to Japan, Korea, and Vietnam, i.e., countries that share similar cultural aspects with China.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"222 18","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-11-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135476520","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}
AbstractThis study aims to examine the role of nostalgic brand positioning in influencing purchase intention and the use of e-WOM with national and local Mexican brands. Accordingly, a system of seven hypotheses embedded in a conceptual framework is proposed and empirically tested. Constructs have been assessed using a structured questionnaire with 365 respondents. Partial least squares structural equation modeling is used to test the hypotheses. The study’s findings reveal that nostalgic brand positioning has a significant impact on brand iconness and brand resurrection, both have the effect of influencing purchase intention, and purchase intention has an impact on e-WOM. Hence, the moderation results suggest that the effects of nostalgic brand positioning on brand iconness and brand resurrection are more prominent for local brands than national ones. Additionally, a multigroup analysis was conducted to identify the effect of generational cohorts. This study provides valuable information for marketing professionals in terms of designing and implementing effective strategies to revive iconic brands, especially local ones, and promote purchase intentions through the benefit of word-of-mouth through social media.Keywords: Brand resurrectionbrand iconnessnostalgic brand positioningpurchase intentione-WOM Disclosure statementNo potential conflict of interest was reported by the authors.
{"title":"The Impact of Nostalgia on Brand Resurrection and Iconness: The Importance of Being Local","authors":"Beatriz Gonzalez-Cavazos, Claudia Quintanilla, Edgardo Ayala","doi":"10.1080/08911762.2023.2248472","DOIUrl":"https://doi.org/10.1080/08911762.2023.2248472","url":null,"abstract":"AbstractThis study aims to examine the role of nostalgic brand positioning in influencing purchase intention and the use of e-WOM with national and local Mexican brands. Accordingly, a system of seven hypotheses embedded in a conceptual framework is proposed and empirically tested. Constructs have been assessed using a structured questionnaire with 365 respondents. Partial least squares structural equation modeling is used to test the hypotheses. The study’s findings reveal that nostalgic brand positioning has a significant impact on brand iconness and brand resurrection, both have the effect of influencing purchase intention, and purchase intention has an impact on e-WOM. Hence, the moderation results suggest that the effects of nostalgic brand positioning on brand iconness and brand resurrection are more prominent for local brands than national ones. Additionally, a multigroup analysis was conducted to identify the effect of generational cohorts. This study provides valuable information for marketing professionals in terms of designing and implementing effective strategies to revive iconic brands, especially local ones, and promote purchase intentions through the benefit of word-of-mouth through social media.Keywords: Brand resurrectionbrand iconnessnostalgic brand positioningpurchase intentione-WOM Disclosure statementNo potential conflict of interest was reported by the authors.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"68 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135666894","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 : 2023-09-26DOI: 10.1080/08911762.2023.2261101
Jase R. Ramsey, Melanie P. Lorenz, Douglas Roy, Plinio Monteiro
AbstractWe propose and evaluate a conceptual model explaining how customer engagement and customer-to-customer virtual interactions lead to the intention to co-create in new product development. Based on the theory of trying, the model adds the mechanism of attitudes toward success, failure, and the process to the customer engagement—intention to co-create relationship. The results from two culturally distant regions, represented by the United States and Brazil, partially support the model and demonstrate the moderating impact of trust on the customer engagement—attitudes relationships. Surprisingly, few differences emerged between the two countries. An exception being the relationship between customer engagement and intention to co-create through attitude toward the process was stronger in the United States than Brazil. Implications for global marketing theory and practice are discussed.Keywords: Customer engagementco-creationcustomer-to-customertrustnew product developmentvalue Disclosure statementNo potential conflict of interest was reported by the author(s).
{"title":"Toward an Attitude-Based Path to Co-creation: Exploring Customer Engagement in New Product Development","authors":"Jase R. Ramsey, Melanie P. Lorenz, Douglas Roy, Plinio Monteiro","doi":"10.1080/08911762.2023.2261101","DOIUrl":"https://doi.org/10.1080/08911762.2023.2261101","url":null,"abstract":"AbstractWe propose and evaluate a conceptual model explaining how customer engagement and customer-to-customer virtual interactions lead to the intention to co-create in new product development. Based on the theory of trying, the model adds the mechanism of attitudes toward success, failure, and the process to the customer engagement—intention to co-create relationship. The results from two culturally distant regions, represented by the United States and Brazil, partially support the model and demonstrate the moderating impact of trust on the customer engagement—attitudes relationships. Surprisingly, few differences emerged between the two countries. An exception being the relationship between customer engagement and intention to co-create through attitude toward the process was stronger in the United States than Brazil. Implications for global marketing theory and practice are discussed.Keywords: Customer engagementco-creationcustomer-to-customertrustnew product developmentvalue Disclosure statementNo potential conflict of interest was reported by the author(s).","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"43 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135719063","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 : 2023-09-13DOI: 10.1080/08911762.2023.2255843
Mark Somers, Rajiv Mehta, Yuchao Ma, Rolph Anderson, Takao Ito, Tsutomu Ito, Jolanta Mazur, Bill Rapp, Jose Casal
An integrative conceptual model developed tested the relative influence of servant leadership and narcissism in relation to strategic variables including adaptation and cooperation on competitive advantage and firm performance. Data were collected using structured on-site interviews conducted with 140 and 95 key respondents of randomly selected manufactuarer-export houses located in U.S. and China, respectively. Empirical results revealed that both strategic variables and leadership variables were positively related to competitive advantage, which, in turn, influenced firm performance. The influence of societal culture was evident in our results in that relationships among antecedents of firm performance were denser for U.S. than they were for Chinese firms. Based on these findings, insights for administrative guidance and implications for influencing and managing a firms ISA between manufacturers and their principal international distribution channel alliance partners were discussed. Research drawbacks are identified and directions for future studies are proffered.
{"title":"Impact of Servant Leadership and Narcissism on Firm Performance: A Comparative Analysis of U.S. and Chinese International Strategic Distribution Channel Alliances","authors":"Mark Somers, Rajiv Mehta, Yuchao Ma, Rolph Anderson, Takao Ito, Tsutomu Ito, Jolanta Mazur, Bill Rapp, Jose Casal","doi":"10.1080/08911762.2023.2255843","DOIUrl":"https://doi.org/10.1080/08911762.2023.2255843","url":null,"abstract":"An integrative conceptual model developed tested the relative influence of servant leadership and narcissism in relation to strategic variables including adaptation and cooperation on competitive advantage and firm performance. Data were collected using structured on-site interviews conducted with 140 and 95 key respondents of randomly selected manufactuarer-export houses located in U.S. and China, respectively. Empirical results revealed that both strategic variables and leadership variables were positively related to competitive advantage, which, in turn, influenced firm performance. The influence of societal culture was evident in our results in that relationships among antecedents of firm performance were denser for U.S. than they were for Chinese firms. Based on these findings, insights for administrative guidance and implications for influencing and managing a firms ISA between manufacturers and their principal international distribution channel alliance partners were discussed. Research drawbacks are identified and directions for future studies are proffered.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"361 1","pages":"0"},"PeriodicalIF":0.0,"publicationDate":"2023-09-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"135741058","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 : 2023-09-04DOI: 10.1080/08911762.2023.2253525
T. Chowdhury, Shahneela Naheed, Sherina Idrish
{"title":"Exploring Human-Centric Attributes of Smartphone Set and Their Influence on Brand Advocacy by the Customers: Testing the Moderating Role of Gender Identity","authors":"T. Chowdhury, Shahneela Naheed, Sherina Idrish","doi":"10.1080/08911762.2023.2253525","DOIUrl":"https://doi.org/10.1080/08911762.2023.2253525","url":null,"abstract":"","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-09-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48789637","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 : 2023-08-30DOI: 10.1080/08911762.2023.2250998
A. Khaki, Tawseeq Ali Khan
{"title":"Social Media Marketing and Its Influence on the Performance of Micro, Small, and Medium-Sized Tourism Enterprises: Mediation of Innovation Capabilities","authors":"A. Khaki, Tawseeq Ali Khan","doi":"10.1080/08911762.2023.2250998","DOIUrl":"https://doi.org/10.1080/08911762.2023.2250998","url":null,"abstract":"","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-08-30","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46655217","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 : 2023-07-21DOI: 10.1080/08911762.2023.2236583
Nadjim Mkedder, Mahmut Bakır
Abstract This study aims to investigate the factors influencing Algerian consumers’ willingness to purchase domestic cosmetics products over French imported products. The study employs a hybrid methodology, combining Partial Least Squares Structural Equation Modeling (PLS-SEM) and Artificial Neural Network (ANN) modeling approaches. Data were collected from 237 Algerian consumers through snowball sampling and an online survey. The results indicate that consumer ethnocentrism, consumer animosity, product quality judgment, and perceived price significantly influence willingness to buy domestic cosmetic products. The ANN results support these findings, revealing that consumer ethnocentrism is the key predictor factor with the greatest normalized importance ratio. Furthermore, a significant mediating role of product quality judgment was found in the relationship between consumer ethnocentrism, perceived price, and willingness to buy domestic cosmetic products. The study provides insights for marketers interested in the Algerian market, helping them to better understand consumer behavior, particularly in the context of cosmetics products. This study is unique in its focus on the assessment of global vs. domestic cosmetic product usage in developing nations such as Algeria.
{"title":"A Hybrid Analysis of Consumer Preference for Domestic Products: Combining PLS-SEM and ANN Approaches","authors":"Nadjim Mkedder, Mahmut Bakır","doi":"10.1080/08911762.2023.2236583","DOIUrl":"https://doi.org/10.1080/08911762.2023.2236583","url":null,"abstract":"Abstract This study aims to investigate the factors influencing Algerian consumers’ willingness to purchase domestic cosmetics products over French imported products. The study employs a hybrid methodology, combining Partial Least Squares Structural Equation Modeling (PLS-SEM) and Artificial Neural Network (ANN) modeling approaches. Data were collected from 237 Algerian consumers through snowball sampling and an online survey. The results indicate that consumer ethnocentrism, consumer animosity, product quality judgment, and perceived price significantly influence willingness to buy domestic cosmetic products. The ANN results support these findings, revealing that consumer ethnocentrism is the key predictor factor with the greatest normalized importance ratio. Furthermore, a significant mediating role of product quality judgment was found in the relationship between consumer ethnocentrism, perceived price, and willingness to buy domestic cosmetic products. The study provides insights for marketers interested in the Algerian market, helping them to better understand consumer behavior, particularly in the context of cosmetics products. This study is unique in its focus on the assessment of global vs. domestic cosmetic product usage in developing nations such as Algeria.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2023-07-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46840247","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}
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