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The Impact of Consumers’ Ethnic Disidentification and Cosmopolitanism on Multicultural Advertising 消费者的民族异化和世界主义对多元文化广告的影响
IF 3.3 Q3 BUSINESS Pub Date : 2022-09-06 DOI: 10.1080/08961530.2022.2117755
Reza Fazli-Salehi, Ivonne M. Torres, Rozbeh Madadi, M. Zúñiga
Abstract The aim of this research was to explore the influence of ethnic disidentification (i.e., an anti-ingroup trait) and cosmopolitanism (i.e., a pro-outgroup trait) on three advertising approaches (i.e., match, mismatch, and multi-ethnic approach). This study involved an online survey and was held in a university in the southwestern U.S. Respondents were first exposed to a set of questions regarding their need to belong and disidentification toward their ethnic group consumption behavior. Subsequently, respondents were asked to look at an ad and express their attitude toward the ad and brand attitude, as well as consumers’ purchase intention. After the data collection, three blocks (i.e., matched, mismatched, and multi-ethnic) were created by comparing the ethnicity of the models in the ad with the ethnicity of the respondents. The results showed that the effect of cosmopolitanism on attitude toward the ad was significant only for ads that featured multi-ethnic models (unlike the ones featuring matched models). Moreover, consumer disidentification did not exhibit any significant influence for any of the three advertising approaches (i.e., multi-ethnic, matched, and mismatched, approach).
摘要本研究旨在探讨族群失认(即反内群体特质)和世界主义(即亲外群体特质)对三种广告策略(即匹配、错配和多族群策略)的影响。这项研究涉及一项在线调查,在美国西南部的一所大学举行,受访者首先接触到一系列关于他们对自己种族群体消费行为的归属感和不认同的问题。随后,受访者被要求观看广告,并表达他们对广告和品牌的态度,以及消费者的购买意愿。数据收集后,通过比较广告中模特的种族与受访者的种族,创建了三个块(即匹配,不匹配和多种族)。结果表明,世界主义对广告态度的影响仅在多种族模特的广告中显著(而不是在匹配模特的广告中)。此外,消费者的不认同对三种广告方法(即多种族、匹配和不匹配的方法)中的任何一种都没有表现出任何显著影响。
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引用次数: 1
Adapting to the Instagram Esthetic and Exploring Influencers of Hedonic Consumption 适应Instagram美学探索享乐消费的影响因素
IF 3.3 Q3 BUSINESS Pub Date : 2022-08-12 DOI: 10.1080/08961530.2022.2109230
A. Sood, V. Quintal, I. Phau
Abstract This paper explores hedonic adaptation and decision-making in hedonic consumption of cosmetic surgery. A mixed-method approach incorporates qualitative research with focus groups and expert panels as well as quantitative research with a self-administered survey that conveniently samples consumers who have previously engaged in a hair transplant or liposuction in USA and India. This research introduces a method that pinpoints and maps out anticipated positive and negative emotions in hedonic adaptation to repeated consumption. It implements an empirical framework that explains and predicts decision-making in hedonic consumption.
摘要本文探讨整形手术中享乐消费的享乐适应与决策。混合方法的方法结合定性研究与焦点小组和专家小组,以及定量研究与自我管理的调查,方便抽样消费者之前从事头发移植或吸脂在美国和印度。本研究介绍了一种方法,以确定和地图预期的积极和消极情绪的享乐适应重复消费。它实现了一个解释和预测享乐消费决策的实证框架。
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引用次数: 1
Xenocentrism, Ethnocentrism, and Global Culture Influence on Consumer Preference for Global and Local Brands 外来中心主义、民族中心主义和全球文化对消费者对全球和本土品牌偏好的影响
IF 3.3 Q3 BUSINESS Pub Date : 2022-08-12 DOI: 10.1080/08961530.2022.2109231
J. Cucato, F. Bizarrias, V. Strehlau, T. Rocha, Dirceu Silva
Abstract This study examines the effect of ethnocentrism and xenocentric consumer dispositions, and global culture on the purchase intention of national and global brands, in a developing country, conditioned on the individual’s social capital and identity. Through structural equation modeling, and a field experiment, we provide evidence that global preference bias, the cognitive duality of consumers in developing countries in choosing local or global brands, may be due to xenocentrism and global culture, and its interaction with consumer’s network and self-extension. It advances the understanding of global preference bias by bringing the perspective of micro and macro levels of group influence.
摘要本研究考察了在发展中国家,以个人的社会资本和身份为条件,种族中心主义和异族中心主义消费者倾向以及全球文化对民族和全球品牌购买意愿的影响。通过结构方程建模和实地实验,我们提供了证据,证明全球偏好偏见,即发展中国家消费者在选择本土或全球品牌时的认知二元性,可能是由于外来中心主义和全球文化,以及它与消费者网络和自我延伸的互动。它通过引入群体影响的微观和宏观层面的视角,推进了对全球偏好偏差的理解。
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引用次数: 0
Profile of the Political Consumer: An International Comparative Study 政治消费者形象的国际比较研究
IF 3.3 Q3 BUSINESS Pub Date : 2022-08-11 DOI: 10.1080/08961530.2022.2103866
Matilde Schwalb, Iñaki García-Arrizabalaga, J. Gibaja-Martins
Abstract This study analyzes secondary data for a sample of 4,606 consumers from 10 countries to measure their political consumerism (having boycotted or buycotted a product or brand in the last year). It also determines the profile of the international political consumer. The non-parametric CART (Classification and Regression Trees) technique is used for the analysis. The results identify the consumer’s country of residence as the most influential variable on political consumerism, followed by consumers’ environmental concerns and level of education. Given the complexity of the country construct, future studies should analyze specific aspects related to the social context of each country.
摘要本研究分析了来自10个国家的4606名消费者的二次数据,以衡量他们的政治消费主义(在过去一年中抵制或购买了一种产品或品牌)。它还决定了国际政治消费者的形象。使用非参数CART(分类和回归树)技术进行分析。结果表明,消费者的居住国是对政治消费主义影响最大的变量,其次是消费者的环境问题和教育水平。鉴于国家结构的复杂性,未来的研究应该分析与每个国家的社会背景相关的具体方面。
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引用次数: 1
Luxury or Masstige: Role of Global and Local Identities, Luxuriousness Variances, Price Luxuriousness Inferences, and Consumer Flexibility 奢侈品还是奢侈品:全球和本地身份、奢侈品差异、价格-奢侈品推断和消费者灵活性的作用
IF 3.3 Q3 BUSINESS Pub Date : 2022-08-08 DOI: 10.1080/08961530.2022.2108183
Nitin Soni
Abstract Masstige or mass prestige luxury brands are considered one of the principal drivers behind increased luxury consumption. Literature has proposed increasing globalization as one of the primary reasons behind the sales of these masstige brands. Given the impact of globalization, this research proposes and examines the impact of consumers’ global and local identities on their propensity to purchase traditional luxury and masstige brands. Results from a survey of 278 Indian respondents show a differential impact of global and local identities of consumers on these preferences. Further, the results show the serial mediation of luxuriousness variances and price luxuriousness inferences behind this impact. The results also indicate that the mediating effect of price luxuriousness inference is moderated by consumer flexibility, where consumer flexibility is a facet of consumer wisdom. The traditional luxury and masstige brand managers can use these results to formulate segmenting, targeting, and positioning strategies for their brands.
大众奢侈品牌被认为是奢侈品消费增长的主要驱动力之一。文献表明,日益全球化是这些大品牌销售背后的主要原因之一。鉴于全球化的影响,本研究提出并检验了消费者的全球和本地身份对他们购买传统奢侈品和大众品牌的倾向的影响。对278名印度受访者的调查结果显示,消费者的全球和本地身份对这些偏好的影响不同。此外,研究结果还表明,奢侈度差异和价格奢侈度推论在这一影响背后具有串行中介作用。结果还表明,价格奢华推理的中介效应受到消费者灵活性的调节,其中消费者灵活性是消费者智慧的一个方面。传统奢侈品和大众品牌的管理者可以利用这些结果为他们的品牌制定细分、目标和定位策略。
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引用次数: 1
Will You Support or Oppose? The Impact of Region-of-Origin Bias on Oppositional Loyalty 你会支持还是反对?原产地偏见对对立忠诚的影响
IF 3.3 Q3 BUSINESS Pub Date : 2022-08-08 DOI: 10.1080/08961530.2022.2108182
Dalia Abdelwahab, Sonia San-Martín, Nadia H. Jiménez
Abstract This study analyzed two in-group bias variables (regional identification and ethnocentrism) and examined their rarely explored behavioral differences in triggering in-group support (brand defense) and out-group resistance (oppositional loyalty). Regional animosity was investigated as a moderating variable. Data were collected from 602 food and beverage buyers. Results indicated that both identification and ethnocentrism triggered brand defense, while only ethnocentrism induced oppositional loyalty. Brand defense mediated identification/ethnocentrism relationships with oppositional loyalty. Animosity moderated model relationships with oppositional loyalty. Oppositional loyalty and brand defense are also explored as consequences of place-of-origin constructs, enriching the literature and examining unexplored relationships in this context.
摘要本研究分析了两个群体内偏见变量(区域认同和种族中心主义),并检验了它们在引发群体内支持(品牌防御)和群体外抵抗(对立忠诚)方面鲜为人知的行为差异。区域仇恨被调查为一个调节变量。数据收集自602名食品和饮料买家。结果表明,认同和种族中心主义都会引发品牌防御,而只有种族中心主义才会引发对立忠诚。品牌防御介导了与对立忠诚的认同/种族中心主义关系。敌意调节了具有对立忠诚的模型关系。对立忠诚和品牌防御也被探索为原产地结构的结果,丰富了文献,并在这种背景下考察了未探索的关系。
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引用次数: 0
Are Podcast Advertisements Effective? An Emerging Economy Perspective 播客广告有效吗?新兴经济视角
IF 3.3 Q3 BUSINESS Pub Date : 2022-06-22 DOI: 10.1080/08961530.2022.2085222
Subhalakshmi Bezbaruah, Kuldeep Brahmbhatt
Abstract The evolution and consumers’ acceptance of podcasts has been on the rise. Scholars argue that this rapid rise is due to the ability of podcasts to offer content that consumers find valuable. This has resulted in brands following consumers on the podcast platforms and attempting to reach them through podcast advertisements. The last decade has seen a tremendous rise in the podcast advertising budgets of brands. However, the nature of such podcast advertisements and their effect on consumer-brand relationships and behavioral intention are understudied. The present study explored the efficacy of podcast advertisements by utilizing the theoretical framework of advertising value and their effect on attitude toward Ads (AaD), attitude toward brand (AB), formation of purchase intent, and brand eWOM. The moderating role of the ad placement, through pre, post, and mid roll podcast advertisements, was observed while assessing the effect of podcast advertising on AaD. Data was collected through a structured survey instrument; in total, 389 millennial consumer responses were obtained. SmartPLS3 software was used for data analysis. The results empirically established that podcast advertisements were effective in creating consumer-brand relationships, while informative podcast ads were the most effective of the lot.
摘要播客的发展和消费者对播客的接受度一直在上升。学者们认为,这种快速增长是由于播客能够提供消费者认为有价值的内容。这导致品牌在播客平台上关注消费者,并试图通过播客广告接触他们。在过去的十年里,各品牌的播客广告预算大幅增长。然而,此类播客广告的性质及其对消费者品牌关系和行为意图的影响却没有得到充分的研究。本研究利用广告价值的理论框架,探讨播客广告的功效及其对广告态度(AaD)、品牌态度(AB)、购买意向形成和品牌口碑的影响。在评估播客广告对AaD的影响时,观察到了广告植入的调节作用,包括前、后和中期播客广告。数据是通过结构化调查工具收集的;总共获得389份千禧一代消费者的回复。SmartPLS3软件用于数据分析。实证结果表明,播客广告在建立消费者品牌关系方面是有效的,而信息性播客广告是最有效的。
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引用次数: 3
Innovative New Product Adoption of Renewable Energy Mobility Products at the Bottom of the Pyramid The Case of Hamba, an Integrated Community-Driven Solution 金字塔底层采用可再生能源移动产品的创新新产品以Hamba为例,这是一个社区驱动的综合解决方案
IF 3.3 Q3 BUSINESS Pub Date : 2022-06-20 DOI: 10.1080/08961530.2022.2085644
Tendai Chikweche, Shantha Bloemen, D. Mwenye
Abstract Current decision-making models do not cover the processes bottom of the pyramid consumers go through when selecting mobility solutions to address access challenges they face. We investigate the process these consumers go through in their complex context in adopting a community-based renewable energy mobility solution and developing a decision-making framework. Findings indicate the positive social, environmental, and economic impact of the mobility initiative on the livelihoods of the BOP consumers. The findings offer critical theoretical contributions specifically for decision making for the adoption of renewable energy-based mobility solutions for marginalized BOP consumers and social connectedness literature.
当前的决策模型没有涵盖金字塔底部的消费者在选择移动解决方案以解决他们面临的访问挑战时所经历的过程。我们调查了这些消费者在采用基于社区的可再生能源移动解决方案和制定决策框架的复杂背景下所经历的过程。研究结果表明,流动性举措对防喷器消费者的生计产生了积极的社会、环境和经济影响。研究结果为边缘化BOP消费者采用基于可再生能源的移动解决方案的决策和社会联系文献提供了重要的理论贡献。
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引用次数: 1
Adapting Richins’ (2004) Short-Form Material Values Scales for Latin American Application 适用于拉丁美洲应用的Richins(2004)短期材料价值量表
IF 3.3 Q3 BUSINESS Pub Date : 2022-06-07 DOI: 10.1080/08961530.2022.2078755
Francisco J. Conejo, Enrique A. Gamboa, C. Young
Abstract Materialism is a global phenomenon. Yet, its measures stem mainly from the US and are not necessarily applicable abroad. Having failed to replicate in Costa Rica, this study adapts Richins’ (2004) short-form Material Values Scales to Latin American conditions. Items were adjusted as to direction, object, and response options. Data (N = 1,207) reflected the country’s adult population in age, gender, education, and social class. The revised scales’ reliability, dimensionality, and external validity were all robust, supporting their local applicability. The revised scales should help academics and practitioners understand local consumers. This study is among few to address materialism in Latin America, a growingly-important yet under-researched market. This study is also the first to explicitly address materialism’s measurement in the region.
摘要唯物主义是一种全球性现象。然而,它的措施主要来自美国,不一定适用于国外。由于未能在哥斯达黎加复制,本研究将Richins(2004)的简短材料价值量表适用于拉丁美洲的情况。对项目的方向、对象和响应选项进行了调整。数据(N = 1207)反映了该国成年人口的年龄、性别、教育程度和社会阶层。修订量表的信度、维度和外部有效性都是稳健的,支持其局部适用性。修订后的量表应有助于学者和从业者了解当地消费者。这项研究是针对拉丁美洲物质主义的少数研究之一,拉丁美洲是一个日益重要但研究不足的市场。这项研究也是第一次明确阐述唯物主义在该地区的测量。
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引用次数: 1
A Conceptual Model Exploring the Emergence of Consumer Xenocentrism: The Role of Antecedents and Disidentification 一个探索消费者异种中心主义产生的概念模型:先受者的作用和不认同
IF 3.3 Q3 BUSINESS Pub Date : 2022-05-23 DOI: 10.1080/08961530.2022.2078756
Chuandi Jiang, Ronald G. Christian
Abstract The purpose of this conceptual paper is to develop a theoretical framework that identifies antecedents for the emergence of consumer xenocentrism (C-XEN). Blending perspectives from social identity theory and dependency theory, a conceptual framework is developed to illustrate the emergence of C-XEN. The framework specifies social, cognitive, and affective antecedents of C-XEN, and proposes that disidentification mediates the relationship between the antecedents and the emergence of C-XEN. The framework provides a comprehensive understanding of the circumstances under which xenocentric attitudes emerge, enhance, and lead to a favorable bias toward foreign products. Testable propositions are discussed to stimulate future research.
摘要:本概念论文的目的是建立一个理论框架,确定消费者异质中心主义(C-XEN)出现的前因。结合社会认同理论和依赖理论的观点,提出了一个概念框架来解释C-XEN的出现。该框架明确了C-XEN的社会、认知和情感前因由,并提出失认在前因由与C-XEN产生之间的关系中起中介作用。该框架提供了一种全面的理解,在这种情况下,排外态度出现、增强并导致对外国产品的有利偏见。讨论了可检验的命题,以促进未来的研究。
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引用次数: 1
期刊
Journal of International Consumer Marketing
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