Pub Date : 2022-08-07DOI: 10.1177/1069031X221116580
A. Grinstein, Petra Riefler, K. Hewett
In late 2020, the first year of the global COVID pandemic outbreak, we issued a call for papers on well-being in a global world. Our underlying motivation was to induce further advancement of research relating to well-being issues and grand societal challenges in the context of international marketing. This call was more than successful in attracting interesting, relevant, and rigorous manuscripts in a number that allowed us to publish two JIM special issues. The first special issue appeared in June 2022 (Vol. 30, No. 2) and featured articles focusing on well-being relating to COVID-19 in different countries and contexts. In this second special issue, we present a compilation of articles relating to more general topics of well-being in a global context and discuss future research opportunities in this space.
{"title":"Well-Being in a Global World—Future Directions for Research in International Marketing: An Editorial","authors":"A. Grinstein, Petra Riefler, K. Hewett","doi":"10.1177/1069031X221116580","DOIUrl":"https://doi.org/10.1177/1069031X221116580","url":null,"abstract":"In late 2020, the first year of the global COVID pandemic outbreak, we issued a call for papers on well-being in a global world. Our underlying motivation was to induce further advancement of research relating to well-being issues and grand societal challenges in the context of international marketing. This call was more than successful in attracting interesting, relevant, and rigorous manuscripts in a number that allowed us to publish two JIM special issues. The first special issue appeared in June 2022 (Vol. 30, No. 2) and featured articles focusing on well-being relating to COVID-19 in different countries and contexts. In this second special issue, we present a compilation of articles relating to more general topics of well-being in a global context and discuss future research opportunities in this space.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"1 - 4"},"PeriodicalIF":5.8,"publicationDate":"2022-08-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44437086","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-15DOI: 10.1177/1069031x221116797
Mohsen Pourmasoudi, Phillippa Wiseman, M. Ahearne, Zachary R. Hall
This research addresses a challenge within cross-national surveys of salespeople and sales managers: systematic differences between respondents from different countries in their interpretation of response categories associated with survey items measuring a construct of interest. As a result of these discrepancies in interpretation, analyses based on uncorrected survey responses may yield misleading results. We mathematically demonstrate the issue and then, drawing upon the literature in education and political science, demonstrate a potential solution, "anchoring vignettes," which possesses substantial appeal in contexts where a researcher is interested in comparing construct means across contexts where intergroup differences would otherwise make such comparisons problematic. We use the proposed method on data from a cross-national survey of 1,051 salespeople and 163 sales managers across three countries (Brazil, Japan, and the United Kingdom) to evaluate self-assessments and upward-assessments of a sales manager's drive. Our findings highlight the importance of correcting for systematic differences in survey responses driven by cross-national differences, especially when the goal is to compare construct means. Further, we demonstrate the value of anchoring vignettes concerning several analytical goals relevant to academics and practitioners.
{"title":"EXPRESS: Enabling Comparability of Responses in International Sales Force Surveys: Evidence From a Cross-National Survey of Salespeople and Sales Managers","authors":"Mohsen Pourmasoudi, Phillippa Wiseman, M. Ahearne, Zachary R. Hall","doi":"10.1177/1069031x221116797","DOIUrl":"https://doi.org/10.1177/1069031x221116797","url":null,"abstract":"This research addresses a challenge within cross-national surveys of salespeople and sales managers: systematic differences between respondents from different countries in their interpretation of response categories associated with survey items measuring a construct of interest. As a result of these discrepancies in interpretation, analyses based on uncorrected survey responses may yield misleading results. We mathematically demonstrate the issue and then, drawing upon the literature in education and political science, demonstrate a potential solution, \"anchoring vignettes,\" which possesses substantial appeal in contexts where a researcher is interested in comparing construct means across contexts where intergroup differences would otherwise make such comparisons problematic. We use the proposed method on data from a cross-national survey of 1,051 salespeople and 163 sales managers across three countries (Brazil, Japan, and the United Kingdom) to evaluate self-assessments and upward-assessments of a sales manager's drive. Our findings highlight the importance of correcting for systematic differences in survey responses driven by cross-national differences, especially when the goal is to compare construct means. Further, we demonstrate the value of anchoring vignettes concerning several analytical goals relevant to academics and practitioners.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"1 1","pages":""},"PeriodicalIF":5.8,"publicationDate":"2022-07-15","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44745554","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-07-10DOI: 10.1177/1069031X221115371
A. Krasnikov, Clifford J. Shultz, V. Rebiazina
The authors examine the role of community resilience in consumer mental, behavioral, and attitudinal responses to policy interventions implemented in response to the worldwide COVID-19 pandemic. Three adaptive capacities (economic development, communication and information, and transformative potential) are used to capture community resilience in various geographies. Using a difference-in-difference approach in a large sample of consumers from multiple countries that introduced such interventions in March and April 2020, the authors assess the moderating effect of these capacities on the strength of the impact of interventions on mental health, personal protective behavior, and the perception of such policies. The measure of COVID policy intervention reflects mandatory closure of workplaces, transportation, and schools. Significant findings include robust empirical evidence that adaptive capacities mitigate the negative impact of COVID policy intervention on mental health. Furthermore, the policy's impact on personal protective behaviors was more substantial in countries with higher levels of economic equality, communication spending, social engagement, and human development. Economic development and communication and information capacities strengthened the positive impact of the intervention on the perception of such policies. This research offers actionable insights on individual responses during COVID for managers, marketers, and policy makers.
{"title":"Consumer Responses to COVID Policy Across the World: The Role of Community Resilience","authors":"A. Krasnikov, Clifford J. Shultz, V. Rebiazina","doi":"10.1177/1069031X221115371","DOIUrl":"https://doi.org/10.1177/1069031X221115371","url":null,"abstract":"The authors examine the role of community resilience in consumer mental, behavioral, and attitudinal responses to policy interventions implemented in response to the worldwide COVID-19 pandemic. Three adaptive capacities (economic development, communication and information, and transformative potential) are used to capture community resilience in various geographies. Using a difference-in-difference approach in a large sample of consumers from multiple countries that introduced such interventions in March and April 2020, the authors assess the moderating effect of these capacities on the strength of the impact of interventions on mental health, personal protective behavior, and the perception of such policies. The measure of COVID policy intervention reflects mandatory closure of workplaces, transportation, and schools. Significant findings include robust empirical evidence that adaptive capacities mitigate the negative impact of COVID policy intervention on mental health. Furthermore, the policy's impact on personal protective behaviors was more substantial in countries with higher levels of economic equality, communication spending, social engagement, and human development. Economic development and communication and information capacities strengthened the positive impact of the intervention on the perception of such policies. This research offers actionable insights on individual responses during COVID for managers, marketers, and policy makers.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"60 - 77"},"PeriodicalIF":5.8,"publicationDate":"2022-07-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41698889","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-06-13DOI: 10.1177/1069031X221109598
Saeed Janani, Michael A. Wiles, S. Mishra
Trust in institutions can have important benefits for a country’s overall well-being. However, research on the specific factors that engender institutional trust in business remains limited. To this end, the authors conduct two studies to examine the impact of marketing competence on institutional trust in business. First, they compile a data set of trust in business perceptions among the general public from 26 countries from 2011–2017. Drawing on institutional theory and the capabilities-based view, the authors examine the effect of country-level business competence in marketing on a country’s level of institutional trust in business. Country-level panel data analysis indicates that the level of marketing competence of a country's businesses positively impacts public trust in business in the country. Results also indicate that this effect strengthens when confidence in government is low. Second, an experiment explores the mediating pathways by which marketing competence fosters this effect on public trust in business. Together, these findings provide new insight into the concept of institutional trust in business and showcase the role of marketing in creating such trust.
{"title":"Marketing Competence and Institutional Trust in Business","authors":"Saeed Janani, Michael A. Wiles, S. Mishra","doi":"10.1177/1069031X221109598","DOIUrl":"https://doi.org/10.1177/1069031X221109598","url":null,"abstract":"Trust in institutions can have important benefits for a country’s overall well-being. However, research on the specific factors that engender institutional trust in business remains limited. To this end, the authors conduct two studies to examine the impact of marketing competence on institutional trust in business. First, they compile a data set of trust in business perceptions among the general public from 26 countries from 2011–2017. Drawing on institutional theory and the capabilities-based view, the authors examine the effect of country-level business competence in marketing on a country’s level of institutional trust in business. Country-level panel data analysis indicates that the level of marketing competence of a country's businesses positively impacts public trust in business in the country. Results also indicate that this effect strengthens when confidence in government is low. Second, an experiment explores the mediating pathways by which marketing competence fosters this effect on public trust in business. Together, these findings provide new insight into the concept of institutional trust in business and showcase the role of marketing in creating such trust.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"5 - 17"},"PeriodicalIF":5.8,"publicationDate":"2022-06-13","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42355715","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-25DOI: 10.1177/1069031X221096237
A. Grinstein, K. Hewett, Petra Riefler
The notion that marketing can be a force for good has been around for at least five decades (e.g., Kotler and Levy 1969; Kotler and Zaltman 1971), and as marketing scholars, we are proud of the value that marketing can bring to society. However, we often face tough questions regarding marketing’s dark side; is it the discipline that “is used to create and sustain the power of multinational corporations? Promoting the consumerism that is ruining our world? The never-ending advertising efforts to convince people to buy things they do not need?” (Lefebvre 2013, p. 1, preface). Facing growing criticism on the one hand (Kohli and Haenlein 2021; Mende and Misra 2021) and an increased understanding that societies face “grand” societal challenges (such as climate change, diversity and inclusion, and inequality) on the other hand—what has been the marketing scholarly community’s response?While the marketing discipline has begun to address these challenges, this work is still considered a niche rather than mainstream area of investigation. In the top four marketing journals (Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Marketing Science), only 108 (out of 1,088) articles published during 2012–2016 address socially responsible topics (around 10%, compared with 15% at the top management journals; Ozturan and Grinstein 2017). Similarly, an analysis of sustainability-related articles in six marketing journals (the top four plus International Journal of Research in Marketing and Journal of Consumer Psychology) over a ten-year period reveals an average of about two articles per year per journal (Bolderdijk, Grinstein, and Risselada 2022). But things are changing. Mainstream marketing scholars and journals have begun putting society’s most pressing problems front and center. For example, Journal of Marketing’s special issue on “Marketing for a Better World” (Chandy et al. 2021) received 239 submissions, reflecting the growing interest in societal issues. Other examples include the Journal of Consumer Psychology’s special issue on “Consumer Psychology for the Greater Good” (Labroo and Goldsmith 2021) and the Journal of the Academy of Marketing Science’s editorial on responsible research in marketing (Haenlein et al. 2021). The trend reflected in the aforementioned research is important for responsible marketers, consumers, policy makers, and nonprofit organizations, as well as for marketing as a discipline, driving scholars to examine important questions (Kohli and Haenlein 2021). Given this background, what is the role of the international marketing community?We believe the international marketing field is well-positioned to tackle many societal problems. First, most grand societal problems and responses to them are global in nature (Hewett, Okazaki, and Price 2022). Climate change, poverty, health care and education access, social injustice, inequality, immigration, minorities’ rights, corruption, privacy concerns, menta
营销可以成为一种积极力量的概念已经存在了至少50年(例如，Kotler和Levy 1969;Kotler和Zaltman 1971)，作为营销学者，我们为营销可以给社会带来的价值感到自豪。然而，我们经常面临关于营销黑暗面的棘手问题;它是“用来创造和维持跨国公司力量的纪律”吗?宣扬正在毁灭我们世界的消费主义?永无止境的广告努力说服人们购买他们不需要的东西?(Lefebvre 2013，第1页，前言)。一方面面对越来越多的批评(Kohli and Haenlein 2021;Mende和Misra 2021)，以及对社会面临“重大”社会挑战(如气候变化、多样性和包容性以及不平等)的日益理解，另一方面，营销学术界的反应是什么?虽然市场营销学科已经开始解决这些挑战，但这项工作仍然被认为是一个利基而不是主流的调查领域。在四大营销期刊(Journal of marketing, Journal of marketing Research, Journal of Consumer Research和marketing Science)中，2012-2016年发表的1088篇文章中，只有108篇涉及社会责任主题(约占10%，而顶级管理期刊的这一比例为15%;Ozturan and Grinstein 2017)。同样，对六家营销期刊(前四家加上《国际营销研究杂志》和《消费者心理学杂志》)在十年期间发表的与可持续发展相关的文章的分析显示，每家期刊平均每年约有两篇文章(Bolderdijk, Grinstein, and Risselada 2022)。但情况正在发生变化。主流营销学者和期刊已经开始把社会最紧迫的问题放在前台和中心。例如，Journal of Marketing的特刊“Marketing For a Better World”(Chandy etal . 2021)收到了239份投稿，反映了人们对社会问题的兴趣日益浓厚。其他的例子包括《消费者心理学杂志》关于“消费者心理学为更大的利益”的特刊(Labroo和Goldsmith 2021)和《市场营销科学院杂志》关于负责任的营销研究的社论(Haenlein et al. 2021)。上述研究反映的趋势对于负责任的营销人员、消费者、政策制定者和非营利组织以及作为一门学科的营销都很重要，这促使学者们研究重要问题(Kohli和Haenlein 2021)。在这样的背景下，国际营销界的角色是什么?我们相信国际营销领域有能力解决许多社会问题。首先，大多数重大的社会问题及其应对措施本质上是全球性的(Hewett, Okazaki, and Price 2022)。气候变化、贫困、医疗保健和教育机会、社会不公、不平等、移民、少数民族权利、腐败、隐私问题、心理健康问题——这些都是全球各国政府、公民、消费者以及营利性和非营利组织面临的挑战。其次，跨部门、行业和国家的行为体之间的合作对于有效解决这些问题至关重要。因此，地方和全球行动者以及国家和国际机构必须进行合作。虽然许多问题具有相似的性质，但不同国家和文化之间的差异对于解释不同的干预措施和政策以及公众反应和功效水平至关重要。最后，在2019冠状病毒病大流行期间，在解决重大社会问题时考虑国家和文化差异的必要性以及国际营销的重要性变得更加清晰，这凸显了全球和地方挑战和干预措施的相互交织性。尽管我们目睹了在全球背景下对社会问题的研究取得了进展(例如，《国际商业研究杂志》的特刊[Rodriguez等人，2006年]和《世界商业杂志》[Shapiro, Hobdari, and Oh, 2018年])，国际营销也开始比以前更充分地认识到它的作用。近年来，《国际市场营销杂志》(JIM)越来越多地发表关于商业和社会的文章(如Heinberg)
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Pub Date : 2022-05-25DOI: 10.1177/1069031X221096746
Stacy Wood
Among the myriad challenges created by the COVID-19 pandemic, many touched on how individuals chose to utilize their resources to protect their personal well-being and the downstream impact on society. Marketing researchers rose to the challenge, and much work in the 2020–2022 period has been devoted to improving well-being by using marketing theory to create better health messaging, develop effective interventions, understand mechanisms that shift purchasing patterns, motivate cooperation and compliance, and speak to the high-impact decisions that people and organizations are being forced to make each day. Here, the author introduces the Protection Knowledge Model to synthesize much of the research to date on COVID-19 response. This model highlights the individual–institution interaction in how people choose (and institutions promote) protective strategies and focuses on the dangers of misalignment in individuals’ and institutions’ knowledge of each other and of the situation.
{"title":"How Consumers Behave in a Crisis: International Lessons (and Innovations) from COVID-19","authors":"Stacy Wood","doi":"10.1177/1069031X221096746","DOIUrl":"https://doi.org/10.1177/1069031X221096746","url":null,"abstract":"Among the myriad challenges created by the COVID-19 pandemic, many touched on how individuals chose to utilize their resources to protect their personal well-being and the downstream impact on society. Marketing researchers rose to the challenge, and much work in the 2020–2022 period has been devoted to improving well-being by using marketing theory to create better health messaging, develop effective interventions, understand mechanisms that shift purchasing patterns, motivate cooperation and compliance, and speak to the high-impact decisions that people and organizations are being forced to make each day. Here, the author introduces the Protection Knowledge Model to synthesize much of the research to date on COVID-19 response. This model highlights the individual–institution interaction in how people choose (and institutions promote) protective strategies and focuses on the dangers of misalignment in individuals’ and institutions’ knowledge of each other and of the situation.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"5 - 12"},"PeriodicalIF":5.8,"publicationDate":"2022-05-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44362192","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-16DOI: 10.1177/1069031X221103847
J. Adeniji, R. Igarashi
Multinational enterprises’ increased dependence on work-enabling technologies to manage global operations may contribute to foreign subsidiary employees’ techno-stress (i.e., stress from interacting with technology). However, techno-stress may have either a positive or negative effect on employee and customer engagement, depending on the employee's appraisal of the techno-stressors. Drawing on transactional stress theory, the authors provide a conceptual model and research propositions to introduce the concept of techno-stress to international marketing scholars. The authors explore the role of the information systems environment and culture in employees’ appraisal of techno-stressors and their ultimate effects on employees’ well-being and performance. These propositions aim to encourage research that provides a fuller context of the technology-related challenges that multinationals may face in building employee and customer engagement across their subsidiary networks.
{"title":"Managing Foreign Subsidiaries Remotely: The Role of Culture in Techno-Stress Appraisal and Well-Being","authors":"J. Adeniji, R. Igarashi","doi":"10.1177/1069031X221103847","DOIUrl":"https://doi.org/10.1177/1069031X221103847","url":null,"abstract":"Multinational enterprises’ increased dependence on work-enabling technologies to manage global operations may contribute to foreign subsidiary employees’ techno-stress (i.e., stress from interacting with technology). However, techno-stress may have either a positive or negative effect on employee and customer engagement, depending on the employee's appraisal of the techno-stressors. Drawing on transactional stress theory, the authors provide a conceptual model and research propositions to introduce the concept of techno-stress to international marketing scholars. The authors explore the role of the information systems environment and culture in employees’ appraisal of techno-stressors and their ultimate effects on employees’ well-being and performance. These propositions aim to encourage research that provides a fuller context of the technology-related challenges that multinationals may face in building employee and customer engagement across their subsidiary networks.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"83 - 89"},"PeriodicalIF":5.8,"publicationDate":"2022-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49424747","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-05-16DOI: 10.1177/1069031X221104077
Peren Özturan, A. Grinstein
Chief marketing officers (CMOs) engage with their stakeholders on social media platforms to create a digital impact. CMO communication on societal issues is understudied despite heightened global attention to brands’ social practices. This poses three research questions: (1) How central is corporate social responsibility (CSR) and sociopolitical activism in the communication of global brands’ CMOs?, (2) Does CMOs’ communication about CSR or sociopolitical activism have a digital impact?, and (3) How do brand origin (i.e., geographic location of headquarters) and CMO nationality (U.S. vs. non-U.S.) moderate the CSR/sociopolitical activism–digital communication impact? Drawing on expectancy violation theory, this research (Ntweets = 17,468 over NCMOs = 81) finds that CMOs rarely publish CSR or sociopolitical activism communication on Twitter (5.3% and 3.2%) and demonstrates a higher digital impact of retweets for CSR and a lower impact for sociopolitical activism tweets than regular communication. Furthermore, non-U.S. headquarters and CMO nationality strengthen the positive effect of CSR communication and weaken the negative effect of sociopolitical activism communication.
{"title":"Impact of Global Brand Chief Marketing Officers’ Corporate Social Responsibility and Sociopolitical Activism Communication on Twitter","authors":"Peren Özturan, A. Grinstein","doi":"10.1177/1069031X221104077","DOIUrl":"https://doi.org/10.1177/1069031X221104077","url":null,"abstract":"Chief marketing officers (CMOs) engage with their stakeholders on social media platforms to create a digital impact. CMO communication on societal issues is understudied despite heightened global attention to brands’ social practices. This poses three research questions: (1) How central is corporate social responsibility (CSR) and sociopolitical activism in the communication of global brands’ CMOs?, (2) Does CMOs’ communication about CSR or sociopolitical activism have a digital impact?, and (3) How do brand origin (i.e., geographic location of headquarters) and CMO nationality (U.S. vs. non-U.S.) moderate the CSR/sociopolitical activism–digital communication impact? Drawing on expectancy violation theory, this research (Ntweets = 17,468 over NCMOs = 81) finds that CMOs rarely publish CSR or sociopolitical activism communication on Twitter (5.3% and 3.2%) and demonstrates a higher digital impact of retweets for CSR and a lower impact for sociopolitical activism tweets than regular communication. Furthermore, non-U.S. headquarters and CMO nationality strengthen the positive effect of CSR communication and weaken the negative effect of sociopolitical activism communication.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"72 - 82"},"PeriodicalIF":5.8,"publicationDate":"2022-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49189134","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-22DOI: 10.1177/1069031X221099211
Lena Steinhoff, J. Liu, Xiaoling Li, Robert W. Palmatier
Relationship marketing managers around the world actively try to stimulate customer engagement because of its performance-enhancing effects. Research insights into how to engage customers, such that they voluntarily contribute their resources to support companies’ marketing efforts, almost exclusively pertain to individual, domestic markets. However, the prerequisites of customer engagement strategies naturally differ across country-specific market environments. Therefore, the authors develop a conceptual, comprehensive battery of cultural, institutional, societal, and economic country-level contingency factors (CISE indicators) as well as between-country psychic distances on those indicators. A set of 11 high-level research propositions aims to enhance marketing researchers’ and managers’ understanding of the contingencies of international customer engagement strategy effectiveness and customer engagement's performance ramifications. The analysis reflects the richness and complexity of potential contingency effects across the four CISE categories and encourages empirical research on their separate and joint effects.
{"title":"Customer Engagement in International Markets","authors":"Lena Steinhoff, J. Liu, Xiaoling Li, Robert W. Palmatier","doi":"10.1177/1069031X221099211","DOIUrl":"https://doi.org/10.1177/1069031X221099211","url":null,"abstract":"Relationship marketing managers around the world actively try to stimulate customer engagement because of its performance-enhancing effects. Research insights into how to engage customers, such that they voluntarily contribute their resources to support companies’ marketing efforts, almost exclusively pertain to individual, domestic markets. However, the prerequisites of customer engagement strategies naturally differ across country-specific market environments. Therefore, the authors develop a conceptual, comprehensive battery of cultural, institutional, societal, and economic country-level contingency factors (CISE indicators) as well as between-country psychic distances on those indicators. A set of 11 high-level research propositions aims to enhance marketing researchers’ and managers’ understanding of the contingencies of international customer engagement strategy effectiveness and customer engagement's performance ramifications. The analysis reflects the richness and complexity of potential contingency effects across the four CISE categories and encourages empirical research on their separate and joint effects.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"31 1","pages":"1 - 31"},"PeriodicalIF":5.8,"publicationDate":"2022-04-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42862651","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Pub Date : 2022-04-12DOI: 10.1177/1069031X221096637
Lixun Su, E. Tanner, Natalie, A. Marquart, Dan Zhao
Addressing vulnerability worldwide is the goal of many organizations (e.g., nongovernmental organizations, nonprofit service providers, policy makers) and scholars, yet vulnerable consumers sometimes reject help that could ameliorate their vulnerability, especially when offered services that conflict with their personal cultural orientations. This article utilizes secondary data collected in the United States and primary data collected in the United States and China to explore how two personal cultural orientations—idiocentrism (i.e., individualism at the individual level) and allocentrism (i.e., collectivism at the individual level)—influence one's perceived financial vulnerability and behavior. The results demonstrate that idiocentrism (vs. allocentrism) decreases (vs. increases) perceived financial vulnerability through other personal cultural orientations (i.e., long-term orientation, uncertainty avoidance, and masculinity). Finally, perceived financial vulnerability leads to consumers engaging in financial behaviors that negatively affect financial well-being. The results contribute to the literature by deepening understanding of the formulation mechanism and consequences of perceived financial vulnerability from the perspective of personal cultural orientations. In addition, the results indicate that personal cultural orientations can be changed by idiocentrism/allocentrism and thus can be treated as endogenous variables in international marketing research.
{"title":"We Are Not All the Same: The Influence of Personal Cultural Orientations on Vulnerable Consumers’ Financial Well-Being","authors":"Lixun Su, E. Tanner, Natalie, A. Marquart, Dan Zhao","doi":"10.1177/1069031X221096637","DOIUrl":"https://doi.org/10.1177/1069031X221096637","url":null,"abstract":"Addressing vulnerability worldwide is the goal of many organizations (e.g., nongovernmental organizations, nonprofit service providers, policy makers) and scholars, yet vulnerable consumers sometimes reject help that could ameliorate their vulnerability, especially when offered services that conflict with their personal cultural orientations. This article utilizes secondary data collected in the United States and primary data collected in the United States and China to explore how two personal cultural orientations—idiocentrism (i.e., individualism at the individual level) and allocentrism (i.e., collectivism at the individual level)—influence one's perceived financial vulnerability and behavior. The results demonstrate that idiocentrism (vs. allocentrism) decreases (vs. increases) perceived financial vulnerability through other personal cultural orientations (i.e., long-term orientation, uncertainty avoidance, and masculinity). Finally, perceived financial vulnerability leads to consumers engaging in financial behaviors that negatively affect financial well-being. The results contribute to the literature by deepening understanding of the formulation mechanism and consequences of perceived financial vulnerability from the perspective of personal cultural orientations. In addition, the results indicate that personal cultural orientations can be changed by idiocentrism/allocentrism and thus can be treated as endogenous variables in international marketing research.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"57 - 71"},"PeriodicalIF":5.8,"publicationDate":"2022-04-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48042741","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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