Pub Date : 2021-02-17DOI: 10.1080/08911762.2021.1886386
J. Pels, J. Sheth
Abstract The United Nations definition of the poor based on the 2 U$D/day income hides other forms of poverty. The sociological literature has argued the multidimensional nature of poverty and, within management and marketing, the macromarketing and bottom/base of the pyramid literature have suggested the need to look beyond income. From this broader perspective we will argue that poverty affects a larger section of the population that we normally do not account for. These are the invisible poor border lower income middle class consumers. This implies that there is high heterogeneity among the poor and calls for a categorization. In this paper we make two contributions to the extant literature. First, we provide a novel classification; we identify a set of geographical-social-economic dimensions that explain this variability. Second, by adopting the “4A’s” framework, we help managers to make a distinction between the different type of poor with regards to their level of awareness, acceptability, accessibility and affordability, for different value propositions.
{"title":"Serving the invisible poor: Segmenting the market","authors":"J. Pels, J. Sheth","doi":"10.1080/08911762.2021.1886386","DOIUrl":"https://doi.org/10.1080/08911762.2021.1886386","url":null,"abstract":"Abstract The United Nations definition of the poor based on the 2 U$D/day income hides other forms of poverty. The sociological literature has argued the multidimensional nature of poverty and, within management and marketing, the macromarketing and bottom/base of the pyramid literature have suggested the need to look beyond income. From this broader perspective we will argue that poverty affects a larger section of the population that we normally do not account for. These are the invisible poor border lower income middle class consumers. This implies that there is high heterogeneity among the poor and calls for a categorization. In this paper we make two contributions to the extant literature. First, we provide a novel classification; we identify a set of geographical-social-economic dimensions that explain this variability. Second, by adopting the “4A’s” framework, we help managers to make a distinction between the different type of poor with regards to their level of awareness, acceptability, accessibility and affordability, for different value propositions.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"270 - 281"},"PeriodicalIF":0.0,"publicationDate":"2021-02-17","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1886386","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43369964","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 : 2021-02-08DOI: 10.1080/08911762.2021.1882022
Kulwinderjit Kaur, Tejinderpal Singh
Abstract The study explores and understands the antecedents that motivate the consumers to write online reviews on online consumer-opinion platforms in the Indian cultural context. This research employed the qualitative research approach using the in-depth interview method to understand the consumers’ motivation to write online reviews. The data collected in the form of interview narratives were analyzed using ATLAS.ti 8, a qualitative data analysis software. The study identified seven antecedents of writing online reviews based on the data analysis carried out in three phases. Further, based on the underlying meaning of these antecedents, a conceptual framework was proposed.
{"title":"What Motivates Consumers to Write Online Reviews? Qualitative Research in the Indian Cultural Context","authors":"Kulwinderjit Kaur, Tejinderpal Singh","doi":"10.1080/08911762.2021.1882022","DOIUrl":"https://doi.org/10.1080/08911762.2021.1882022","url":null,"abstract":"Abstract The study explores and understands the antecedents that motivate the consumers to write online reviews on online consumer-opinion platforms in the Indian cultural context. This research employed the qualitative research approach using the in-depth interview method to understand the consumers’ motivation to write online reviews. The data collected in the form of interview narratives were analyzed using ATLAS.ti 8, a qualitative data analysis software. The study identified seven antecedents of writing online reviews based on the data analysis carried out in three phases. Further, based on the underlying meaning of these antecedents, a conceptual framework was proposed.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"170 - 188"},"PeriodicalIF":0.0,"publicationDate":"2021-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2021.1882022","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"59447713","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 : 2021-01-06DOI: 10.1080/08911762.2020.1853866
A. Ahamed, Rodney L. Stump, Fabrizio S Noboa
Abstract This research integrates transaction cost and relational exchange theories to depict a more nuanced explanation of exporter-importer exchange relationships when exporters operate from a developing country. Our study examines whether exporters’ investments in specific assets directly influence perceived importer opportunism, or whether these perceptions are driven by the mediating effects of interpersonal and inter-organizational trust and power. Contrary to the general transaction cost argument, we did not find any direct effect of exporter specific assets on perceived importer opportunism. Instead, we found that perceived importer power and exporter inter-organizational trust jointly mediate the exporter specific assets – perceived importer opportunism relationship. By incorporating a dimensional view of trust, we help to resolve conflicting theoretical specifications and empirical results found in the extant literature.
{"title":"What Drives Importer Opportunism? Learning from a Developing Country in Latin America","authors":"A. Ahamed, Rodney L. Stump, Fabrizio S Noboa","doi":"10.1080/08911762.2020.1853866","DOIUrl":"https://doi.org/10.1080/08911762.2020.1853866","url":null,"abstract":"Abstract This research integrates transaction cost and relational exchange theories to depict a more nuanced explanation of exporter-importer exchange relationships when exporters operate from a developing country. Our study examines whether exporters’ investments in specific assets directly influence perceived importer opportunism, or whether these perceptions are driven by the mediating effects of interpersonal and inter-organizational trust and power. Contrary to the general transaction cost argument, we did not find any direct effect of exporter specific assets on perceived importer opportunism. Instead, we found that perceived importer power and exporter inter-organizational trust jointly mediate the exporter specific assets – perceived importer opportunism relationship. By incorporating a dimensional view of trust, we help to resolve conflicting theoretical specifications and empirical results found in the extant literature.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"146 - 164"},"PeriodicalIF":0.0,"publicationDate":"2021-01-06","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2020.1853866","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49649342","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 : 2020-09-21DOI: 10.1080/08911762.2020.1811441
Farzana Quoquab, Jihad Mohammad
Abstract Owing to environmental pollution and care for natural resources, the notion of sustainable consumption has gained significant research attention. However, studies on sustainable consumption are still in their infancy and need further development. With a view to providing a broader perspective on this issue, this study systematically reviewed the relevant literature published between 2000 and 2020 and synthesized the existing knowledge in order to understand what we know thus far and what we need to know to understand the wider dimensions of the phenomenon. More specifically, this study has answered eight major questions: How has this concept emerged? How can the notion of sustainable consumption be conceptualized in a holistic manner? What are the major facets of sustainable consumption? What theories are being considered in relation to this phenomenon? What methodologies are being utilized? What are the predictors of sustainable consumption? What is the outcome of sustainable consumption? What mediators/moderators are being considered in relation to this concept? This study calls for more research to be conducted to fill the gaps in the existing literature.
{"title":"A Review of Sustainable Consumption (2000 to 2020): What We Know and What We Need to Know","authors":"Farzana Quoquab, Jihad Mohammad","doi":"10.1080/08911762.2020.1811441","DOIUrl":"https://doi.org/10.1080/08911762.2020.1811441","url":null,"abstract":"Abstract Owing to environmental pollution and care for natural resources, the notion of sustainable consumption has gained significant research attention. However, studies on sustainable consumption are still in their infancy and need further development. With a view to providing a broader perspective on this issue, this study systematically reviewed the relevant literature published between 2000 and 2020 and synthesized the existing knowledge in order to understand what we know thus far and what we need to know to understand the wider dimensions of the phenomenon. More specifically, this study has answered eight major questions: How has this concept emerged? How can the notion of sustainable consumption be conceptualized in a holistic manner? What are the major facets of sustainable consumption? What theories are being considered in relation to this phenomenon? What methodologies are being utilized? What are the predictors of sustainable consumption? What is the outcome of sustainable consumption? What mediators/moderators are being considered in relation to this concept? This study calls for more research to be conducted to fill the gaps in the existing literature.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"33 1","pages":"305 - 334"},"PeriodicalIF":0.0,"publicationDate":"2020-09-21","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2020.1811441","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47761506","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 : 2020-09-08DOI: 10.1080/08911762.2020.1817646
S. F. Al Ganideh, Iddrisu Awudu
Abstract This study aims to theorize the relationship between acculturation and consumer ethnocentrism for ethnic group minorities. Our study seeks to achieve two interrelated goals. The first is to explore key factors (ethnic identification, religious commitment, and patriotic feelings toward home country) that shape Arab-Muslim Americans’ acculturation level. The second is to extend the conceptual boundaries of consumer ethnocentrism by exploring acculturation impacts on Arab-Muslim Americans’ ethnocentric tendencies toward their home county, and toward Arab countries (co-ethnic countries). Data were collected from 168 Arab-Muslim Americans living in the US Northeast Region. We found that Arab-Muslim Americans’ ethnic identification, religious commitment, and patriotism drive significant negative influences on their acculturation process. The findings lend credence to our postulation of a negative influence of the level of Arab-Muslim Americans’ acculturation on their ethnocentric tendencies toward home country, thus further corroborating the notion that immigrants’ home-country ethnocentrism can be predicted on their acculturation levels.
{"title":"Arab-Muslim Americans’ personality riddle and consumer ethnocentrism","authors":"S. F. Al Ganideh, Iddrisu Awudu","doi":"10.1080/08911762.2020.1817646","DOIUrl":"https://doi.org/10.1080/08911762.2020.1817646","url":null,"abstract":"Abstract This study aims to theorize the relationship between acculturation and consumer ethnocentrism for ethnic group minorities. Our study seeks to achieve two interrelated goals. The first is to explore key factors (ethnic identification, religious commitment, and patriotic feelings toward home country) that shape Arab-Muslim Americans’ acculturation level. The second is to extend the conceptual boundaries of consumer ethnocentrism by exploring acculturation impacts on Arab-Muslim Americans’ ethnocentric tendencies toward their home county, and toward Arab countries (co-ethnic countries). Data were collected from 168 Arab-Muslim Americans living in the US Northeast Region. We found that Arab-Muslim Americans’ ethnic identification, religious commitment, and patriotism drive significant negative influences on their acculturation process. The findings lend credence to our postulation of a negative influence of the level of Arab-Muslim Americans’ acculturation on their ethnocentric tendencies toward home country, thus further corroborating the notion that immigrants’ home-country ethnocentrism can be predicted on their acculturation levels.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"110 - 130"},"PeriodicalIF":0.0,"publicationDate":"2020-09-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2020.1817646","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44938749","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 : 2020-08-20DOI: 10.1080/08911762.2020.1807664
Prashanth Raman, Kumar Aashish
Abstract The objective of this study is to examine Indian consumers’ global identity, ethnocentrism and animosity between India and China – two countries that have a diverse economic, cultural, political, and historical background. This research examines Indian consumers’ willingness to buy (WTB) Chinese smartphone brands. The conceptual framework proposed, explores the predictive power of global identity, ethnocentrism, animosity and brand’s perceived quality (BPQ) on Indian consumers’ WTB Chinese smartphone brands. The study examines the uncertainty that prevails in the minds of the consumers before buying a product from a country for which different feelings exists. Data from a survey of 861 respondents from India was collected to test the research model and was analyzed through PLS based SEM. The study establishes the significance of the proposed framework which is able to predict 61% of the variance of Indian consumers’ willingness to buy Chinese smartphone brands. Moreover, Indian consumers’ WTB Chinese smartphone brands are positively influenced by global identity and negatively by animosity and ethnocentrism. Earlier research has analyzed the contribution of ethnocentrism and animosity in the realms of different nations like China and USA but the current research explores the influence of global identity, ethnocentrism and animosity between India and China.
{"title":"Think Global and Buy Global: The Influence of Global Identity on Indian Consumers’ Behaviour toward Chinese Smartphone Brands","authors":"Prashanth Raman, Kumar Aashish","doi":"10.1080/08911762.2020.1807664","DOIUrl":"https://doi.org/10.1080/08911762.2020.1807664","url":null,"abstract":"Abstract The objective of this study is to examine Indian consumers’ global identity, ethnocentrism and animosity between India and China – two countries that have a diverse economic, cultural, political, and historical background. This research examines Indian consumers’ willingness to buy (WTB) Chinese smartphone brands. The conceptual framework proposed, explores the predictive power of global identity, ethnocentrism, animosity and brand’s perceived quality (BPQ) on Indian consumers’ WTB Chinese smartphone brands. The study examines the uncertainty that prevails in the minds of the consumers before buying a product from a country for which different feelings exists. Data from a survey of 861 respondents from India was collected to test the research model and was analyzed through PLS based SEM. The study establishes the significance of the proposed framework which is able to predict 61% of the variance of Indian consumers’ willingness to buy Chinese smartphone brands. Moreover, Indian consumers’ WTB Chinese smartphone brands are positively influenced by global identity and negatively by animosity and ethnocentrism. Earlier research has analyzed the contribution of ethnocentrism and animosity in the realms of different nations like China and USA but the current research explores the influence of global identity, ethnocentrism and animosity between India and China.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"34 1","pages":"90 - 109"},"PeriodicalIF":0.0,"publicationDate":"2020-08-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2020.1807664","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44444042","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}
I. Alon, Eugene D. Jaffe, Christiane Prange, D. Vianelli
{"title":"Entering Global Markets","authors":"I. Alon, Eugene D. Jaffe, Christiane Prange, D. Vianelli","doi":"10.4324/9780429203343-9","DOIUrl":"https://doi.org/10.4324/9780429203343-9","url":null,"abstract":"","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"62 1","pages":""},"PeriodicalIF":0.0,"publicationDate":"2020-08-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"91099884","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 : 2020-08-07DOI: 10.1080/08911762.2020.1810869
Ajay K. Manrai
{"title":"Marketing Insights from New Research on Emerging Markets","authors":"Ajay K. Manrai","doi":"10.1080/08911762.2020.1810869","DOIUrl":"https://doi.org/10.1080/08911762.2020.1810869","url":null,"abstract":"","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"41 10","pages":"223-224"},"PeriodicalIF":0.0,"publicationDate":"2020-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"138513133","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 : 2020-08-07DOI: 10.1080/08911762.2019.1696438
K. Adiwijaya, S. Wahyuni, G. Gayatri, J. Mussry
Abstract In increasingly current market competition, firms need to become ambidextrous and achieve superior performance. An ambidextrous organization is an organization that can focus while simultaneously balancing exploitation and exploration activities. However, the studies of ambidexterity in the context of marketing are still fragmented, and some findings show different effects on firm performance. This research aims to examine the driving factors and consequences of marketing ambidexterity (marketing exploration and exploitation) in Indonesian consumer goods. A single cross-sectional approach with purposive sampling was designed to achieve the objectives. The data were collected from 99 Indonesian consumer goods firms through an offline and online survey and analyzed using SmartPLS 3. The research model evaluates the role of marketing ambidexterity—influenced by market knowledge development, cross-functional marketing capabilities, and perceived task environment—in improving marketing performance. The results reveal that market knowledge development, cross-functional marketing capabilities, and perceived task environment are essential for building marketing ambidexterity. Also, marketing ambidexterity has proven to be a key driver for marketing performance. The study shows the critical role of ambidexterity in the context of marketing and its impact on marketing performance.
{"title":"Does Marketing Ambidexterity Boost Marketing Performance? Empirical Evidence in Indonesia’s Consumer Goods","authors":"K. Adiwijaya, S. Wahyuni, G. Gayatri, J. Mussry","doi":"10.1080/08911762.2019.1696438","DOIUrl":"https://doi.org/10.1080/08911762.2019.1696438","url":null,"abstract":"Abstract In increasingly current market competition, firms need to become ambidextrous and achieve superior performance. An ambidextrous organization is an organization that can focus while simultaneously balancing exploitation and exploration activities. However, the studies of ambidexterity in the context of marketing are still fragmented, and some findings show different effects on firm performance. This research aims to examine the driving factors and consequences of marketing ambidexterity (marketing exploration and exploitation) in Indonesian consumer goods. A single cross-sectional approach with purposive sampling was designed to achieve the objectives. The data were collected from 99 Indonesian consumer goods firms through an offline and online survey and analyzed using SmartPLS 3. The research model evaluates the role of marketing ambidexterity—influenced by market knowledge development, cross-functional marketing capabilities, and perceived task environment—in improving marketing performance. The results reveal that market knowledge development, cross-functional marketing capabilities, and perceived task environment are essential for building marketing ambidexterity. Also, marketing ambidexterity has proven to be a key driver for marketing performance. The study shows the critical role of ambidexterity in the context of marketing and its impact on marketing performance.","PeriodicalId":15832,"journal":{"name":"Journal of Global Marketing","volume":"33 1","pages":"266 - 288"},"PeriodicalIF":0.0,"publicationDate":"2020-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1080/08911762.2019.1696438","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44961012","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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