Pub Date : 2021-09-01DOI: 10.1177/1069031X21995871
H. Baumgartner, Bert Weijters
Common method variance (CMV) is an important concern in international marketing research because presumed substantive relationships may actually be due to shared method variance. Because method effects may vary systematically across cultures and countries, accounting for method effects in international marketing research is particularly critical. A systematic review of Journal of International Marketing articles published during a five-year period (2015–2019, N = 93) shows that (1) authors often report post hoc CMV tests but usually conclude that CMV is not an issue and (2) many post hoc tests are conducted using the Harman one-factor test and the marker variable technique, which have serious deficiencies for detecting and controlling CMV. Drawing on a classification and comparative evaluation of the most common statistical approaches for dealing with CMV, the authors recommend two approaches and propose a procedure for dealing with CMV in international marketing research. The procedure, which is based on multisample structural equation modeling, is illustrated with data from a cross-national pan-European survey (N = 11,970, 14 countries), which shows that even though method variance is present in the data, method effects do not seriously bias the substantive conclusions in this particular study.
{"title":"Dealing with Common Method Variance in International Marketing Research","authors":"H. Baumgartner, Bert Weijters","doi":"10.1177/1069031X21995871","DOIUrl":"https://doi.org/10.1177/1069031X21995871","url":null,"abstract":"Common method variance (CMV) is an important concern in international marketing research because presumed substantive relationships may actually be due to shared method variance. Because method effects may vary systematically across cultures and countries, accounting for method effects in international marketing research is particularly critical. A systematic review of Journal of International Marketing articles published during a five-year period (2015–2019, N = 93) shows that (1) authors often report post hoc CMV tests but usually conclude that CMV is not an issue and (2) many post hoc tests are conducted using the Harman one-factor test and the marker variable technique, which have serious deficiencies for detecting and controlling CMV. Drawing on a classification and comparative evaluation of the most common statistical approaches for dealing with CMV, the authors recommend two approaches and propose a procedure for dealing with CMV in international marketing research. The procedure, which is based on multisample structural equation modeling, is illustrated with data from a cross-national pan-European survey (N = 11,970, 14 countries), which shows that even though method variance is present in the data, method effects do not seriously bias the substantive conclusions in this particular study.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"7 - 22"},"PeriodicalIF":5.8,"publicationDate":"2021-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X21995871","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46104571","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 : 2021-09-01DOI: 10.1177/1069031X211018452
Wolfgang Messner
Differences and similarities between countries, regions, and cultures lie at the core of international business, and they are often measured in the form of a distance index originally proposed by Kogut and Singh. Because research results using this index are ambivalent, critical observers have challenged the concept and proposed partial remedies in the form of a standardized Euclidean or Mahalanobis distance measure. This article suggests a different avenue, construes culture as a weight vector based on Hofstede’s cultural dimensions, and specifies a geometrical difference measurement using the angle of heterogeneity between two such vectors. Its performance is assessed using a mathematical simulation and an empirical example from the field of export marketing, which considers the effect of culture on bilateral export flows.
{"title":"Geometrical Measurement of Cultural Differences","authors":"Wolfgang Messner","doi":"10.1177/1069031X211018452","DOIUrl":"https://doi.org/10.1177/1069031X211018452","url":null,"abstract":"Differences and similarities between countries, regions, and cultures lie at the core of international business, and they are often measured in the form of a distance index originally proposed by Kogut and Singh. Because research results using this index are ambivalent, critical observers have challenged the concept and proposed partial remedies in the form of a standardized Euclidean or Mahalanobis distance measure. This article suggests a different avenue, construes culture as a weight vector based on Hofstede’s cultural dimensions, and specifies a geometrical difference measurement using the angle of heterogeneity between two such vectors. Its performance is assessed using a mathematical simulation and an empirical example from the field of export marketing, which considers the effect of culture on bilateral export flows.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"43 - 62"},"PeriodicalIF":5.8,"publicationDate":"2021-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X211018452","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46305010","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 : 2021-09-01DOI: 10.1177/1069031X211031507
K. Hewett, D. Lehmann
The proliferation of data and challenges facing firms to generate insights to meet changing customer needs and compete globally has heightened the necessity to apply appropriate methodologies. The unstructured nature of mobile, social media, and other sources of “big data” increasingly used by marketers can be particularly challenging in global marketing contexts in which consumers differ not only in terms of language, cultural norms, or tastes and preferences but also in terms of their access to or use of technology or particular digital platforms. In addition, the continued challenges due to differences in data availability and reliability, acceptability of different data collection methods, and respondent tendencies continue to pose difficulties for researchers in marketing. This special issue of the Journal of International Marketing (JIM) addresses current methodological issues for gaining new insights in international marketing and offers guidance for researchers facing these challenges. In introducing this special issue, we first offer a brief review of previous methods-related articles in JIM and then describe the goals and scope of this special issue.
{"title":"Introduction to the Special Issue on Data and Methodological Issues for New Insights in International Marketing","authors":"K. Hewett, D. Lehmann","doi":"10.1177/1069031X211031507","DOIUrl":"https://doi.org/10.1177/1069031X211031507","url":null,"abstract":"The proliferation of data and challenges facing firms to generate insights to meet changing customer needs and compete globally has heightened the necessity to apply appropriate methodologies. The unstructured nature of mobile, social media, and other sources of “big data” increasingly used by marketers can be particularly challenging in global marketing contexts in which consumers differ not only in terms of language, cultural norms, or tastes and preferences but also in terms of their access to or use of technology or particular digital platforms. In addition, the continued challenges due to differences in data availability and reliability, acceptability of different data collection methods, and respondent tendencies continue to pose difficulties for researchers in marketing. This special issue of the Journal of International Marketing (JIM) addresses current methodological issues for gaining new insights in international marketing and offers guidance for researchers facing these challenges. In introducing this special issue, we first offer a brief review of previous methods-related articles in JIM and then describe the goals and scope of this special issue.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"1 - 2"},"PeriodicalIF":5.8,"publicationDate":"2021-09-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42159360","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 : 2021-07-22DOI: 10.1177/1069031X211037590
Iman Ahmadi, Johannes Habel, Miaolei Jia, Nick M. Lee, Sarah Wei
On March 11, 2020, the World Health Organization declared the COVID-19 (coronavirus) outbreak a pandemic. In the following days, media reports showed that consumers increasingly stockpiled groceries and household supplies. Interestingly, behavioral data show that this stockpiling exhibited considerable heterogeneity across countries. Building on cultural dimension theory, the authors theorize that this heterogeneity can be explained by countries’ cultural values: consumer stockpiling after the World Health Organization's announcement was more pronounced in countries whose residents show high uncertainty avoidance, low long-term orientation, low indulgence, and high individualism. The authors confirm these propositions using global mobility data from Google matched with country-level data on cultural values, pandemic reaction policies, and other key variables. This research note thereby integrates the previously disconnected literature on cultural dimension theory and consumer stockpiling in general, as well as provides new and significant knowledge about cross-cultural consumer behavior in crises. Furthermore, the authors provide actionable insights for international policy makers and business managers who aim to predict or control consumer stockpiling in future global crises to enhance consumer well-being.
{"title":"Consumer Stockpiling Across Cultures During the COVID-19 Pandemic","authors":"Iman Ahmadi, Johannes Habel, Miaolei Jia, Nick M. Lee, Sarah Wei","doi":"10.1177/1069031X211037590","DOIUrl":"https://doi.org/10.1177/1069031X211037590","url":null,"abstract":"On March 11, 2020, the World Health Organization declared the COVID-19 (coronavirus) outbreak a pandemic. In the following days, media reports showed that consumers increasingly stockpiled groceries and household supplies. Interestingly, behavioral data show that this stockpiling exhibited considerable heterogeneity across countries. Building on cultural dimension theory, the authors theorize that this heterogeneity can be explained by countries’ cultural values: consumer stockpiling after the World Health Organization's announcement was more pronounced in countries whose residents show high uncertainty avoidance, low long-term orientation, low indulgence, and high individualism. The authors confirm these propositions using global mobility data from Google matched with country-level data on cultural values, pandemic reaction policies, and other key variables. This research note thereby integrates the previously disconnected literature on cultural dimension theory and consumer stockpiling in general, as well as provides new and significant knowledge about cross-cultural consumer behavior in crises. Furthermore, the authors provide actionable insights for international policy makers and business managers who aim to predict or control consumer stockpiling in future global crises to enhance consumer well-being.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"28 - 37"},"PeriodicalIF":5.8,"publicationDate":"2021-07-22","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X211037590","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46829578","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 : 2021-07-19DOI: 10.1177/1069031X211036688
Stanford A. Westjohn, Peter R. Magnusson, George R. Franke, Yi-Ting Peng
Does collectivism influence an individual’s willingness to trust others? Conflicting empirical results from previous research and the role of trust in international marketing make this question important to resolve. The authors investigate this question across cultures and at the individual level with four studies using multiple methods. Study 1 establishes correlational evidence between societal-level collectivism and individual-level trust propensity with results from a multilevel analysis of data from over 6,000 respondents in 36 countries. Study 2 offers an individual-level analysis using the trust game, introducing a more rigorous behavioral outcome variable. Study 3 contributes causal evidence at the individual level based on experiments in both the United States and China and offers evidence of social projection as the explanatory mechanism. Finally, Study 4 demonstrates managerial relevance by using advertising to prime collectivism and assessing its effect on trust in the firm.
{"title":"Trust Propensity Across Cultures: The Role of Collectivism","authors":"Stanford A. Westjohn, Peter R. Magnusson, George R. Franke, Yi-Ting Peng","doi":"10.1177/1069031X211036688","DOIUrl":"https://doi.org/10.1177/1069031X211036688","url":null,"abstract":"Does collectivism influence an individual’s willingness to trust others? Conflicting empirical results from previous research and the role of trust in international marketing make this question important to resolve. The authors investigate this question across cultures and at the individual level with four studies using multiple methods. Study 1 establishes correlational evidence between societal-level collectivism and individual-level trust propensity with results from a multilevel analysis of data from over 6,000 respondents in 36 countries. Study 2 offers an individual-level analysis using the trust game, introducing a more rigorous behavioral outcome variable. Study 3 contributes causal evidence at the individual level based on experiments in both the United States and China and offers evidence of social projection as the explanatory mechanism. Finally, Study 4 demonstrates managerial relevance by using advertising to prime collectivism and assessing its effect on trust in the firm.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"1 - 17"},"PeriodicalIF":5.8,"publicationDate":"2021-07-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X211036688","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43889248","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 : 2021-07-07DOI: 10.1177/1069031X211030686
Nilay Bıçakcıoğlu-Peynirci, R. Morgan
The authors investigate how strategic resource decisions—regarding slack resources and strategic marketing ambidexterity—influence the relationship between internationalization and firm performance of emerging-market firms. Drawing on the resource-based view, the authors synthesize two dominant, yet divergent, perspectives that explain the respective resource slack advantages and liabilities in the internationalization literature: the flexible capacity and the efficient capacity perspectives. They also explore the moderating role of strategic marketing ambidexterity, which comprises a bundle of marketing activities covering both exploitation-dominant actions and exploration-dominant actions. The authors empirically examine the hypothesized relationships with data from a sample of 1,683 firm-year observations for the period between 2005 and 2018 and find that distinct forms of resource slack have contrasting effects on the relationship between internationalization and performance. The results provide strong evidence for a positive moderation effect of unabsorbed slack resources and a negative moderation effect of absorbed slack resources on the internationalization–performance relationship. The authors also find a nonsignificant moderating effect of strategic marketing ambidexterity, demonstrating that internationalization results in higher firm performance regardless of the firm’s exploration-dominant or exploitation-dominant strategic emphasis in emerging economies.
{"title":"Unbundling the Effects of Internationalization on Firm Performance in Emerging Economies: The Moderating Effects of Strategic Resource Decisions","authors":"Nilay Bıçakcıoğlu-Peynirci, R. Morgan","doi":"10.1177/1069031X211030686","DOIUrl":"https://doi.org/10.1177/1069031X211030686","url":null,"abstract":"The authors investigate how strategic resource decisions—regarding slack resources and strategic marketing ambidexterity—influence the relationship between internationalization and firm performance of emerging-market firms. Drawing on the resource-based view, the authors synthesize two dominant, yet divergent, perspectives that explain the respective resource slack advantages and liabilities in the internationalization literature: the flexible capacity and the efficient capacity perspectives. They also explore the moderating role of strategic marketing ambidexterity, which comprises a bundle of marketing activities covering both exploitation-dominant actions and exploration-dominant actions. The authors empirically examine the hypothesized relationships with data from a sample of 1,683 firm-year observations for the period between 2005 and 2018 and find that distinct forms of resource slack have contrasting effects on the relationship between internationalization and performance. The results provide strong evidence for a positive moderation effect of unabsorbed slack resources and a negative moderation effect of absorbed slack resources on the internationalization–performance relationship. The authors also find a nonsignificant moderating effect of strategic marketing ambidexterity, demonstrating that internationalization results in higher firm performance regardless of the firm’s exploration-dominant or exploitation-dominant strategic emphasis in emerging economies.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"55 - 74"},"PeriodicalIF":5.8,"publicationDate":"2021-07-07","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X211030686","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"65797808","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 : 2021-06-11DOI: 10.1177/1069031X211028589
Tendai Chikweche, James Lappeman, Paul Egan
This article reports on a cross-country city-based investigation that profiles the middle class in Africa and distinguishes discrete segments that demonstrate the importance of heterogeneity when studying the middle class. The authors identify three distinct middle-class segments by administering both qualitative and quantitative questionnaires across ten cities. They explore consumer behavior–related factors, such as lifestyle and purchasing, to answer calls to provide more marketing insight into the African middle class. The discussion also outlines theoretical and managerial implications.
{"title":"Revisiting Middle-Class Consumers in Africa: A Cross-Country City-Based Investigation Outlining Implications for International Marketers","authors":"Tendai Chikweche, James Lappeman, Paul Egan","doi":"10.1177/1069031X211028589","DOIUrl":"https://doi.org/10.1177/1069031X211028589","url":null,"abstract":"This article reports on a cross-country city-based investigation that profiles the middle class in Africa and distinguishes discrete segments that demonstrate the importance of heterogeneity when studying the middle class. The authors identify three distinct middle-class segments by administering both qualitative and quantitative questionnaires across ten cities. They explore consumer behavior–related factors, such as lifestyle and purchasing, to answer calls to provide more marketing insight into the African middle class. The discussion also outlines theoretical and managerial implications.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"79 - 94"},"PeriodicalIF":5.8,"publicationDate":"2021-06-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X211028589","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48092787","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 : 2021-05-20DOI: 10.1177/1069031X211022688
Vasileios Davvetas, Aulona Ulqinaku, Gulen Sarial Abi
Global crises have become increasingly more frequent and consequential. Yet the impact of these crises is unevenly distributed across countries, leading to discrepancies in (inter)national crisis-regulating institutions’ ability to uphold public trust and safeguard their constituents’ well-being. Employing the paradigm of citizens as customers of political institutions, drawing on attribution and sociopolitical trust theories, and using the COVID-19 pandemic as an empirical context, the authors investigate how consumers’ relative perceptions of local impact following a global crisis affect the psychological processes of institutional trust formation and consumer well-being. Conducting one survey-based study in two countries affected disproportionately by the pandemic’s first wave (the United States and Greece) and one experimental study in a third country (Italy) during the pandemic’s second wave, the authors find that institutional trust declines more in countries whose citizens hold perceptions of higher relative local impact following a global crisis; institutional blame attributions explain trust erosion; institutional distrust decreases consumer well-being and adherence to institutional guidelines; consumers’ globalization attitudes immunize international institutions from blame and distrust; and political conservatives transfer blame and distrust from national to international institutions amid global crises. The findings enrich the institutional branding and trust literatures and have implications for stakeholders involved in global crisis management (e.g., policy makers, political marketers, institutional brand managers).
{"title":"Local Impact of Global Crises, Institutional Trust, and Consumer Well-Being: Evidence from the COVID-19 Pandemic","authors":"Vasileios Davvetas, Aulona Ulqinaku, Gulen Sarial Abi","doi":"10.1177/1069031X211022688","DOIUrl":"https://doi.org/10.1177/1069031X211022688","url":null,"abstract":"Global crises have become increasingly more frequent and consequential. Yet the impact of these crises is unevenly distributed across countries, leading to discrepancies in (inter)national crisis-regulating institutions’ ability to uphold public trust and safeguard their constituents’ well-being. Employing the paradigm of citizens as customers of political institutions, drawing on attribution and sociopolitical trust theories, and using the COVID-19 pandemic as an empirical context, the authors investigate how consumers’ relative perceptions of local impact following a global crisis affect the psychological processes of institutional trust formation and consumer well-being. Conducting one survey-based study in two countries affected disproportionately by the pandemic’s first wave (the United States and Greece) and one experimental study in a third country (Italy) during the pandemic’s second wave, the authors find that institutional trust declines more in countries whose citizens hold perceptions of higher relative local impact following a global crisis; institutional blame attributions explain trust erosion; institutional distrust decreases consumer well-being and adherence to institutional guidelines; consumers’ globalization attitudes immunize international institutions from blame and distrust; and political conservatives transfer blame and distrust from national to international institutions amid global crises. The findings enrich the institutional branding and trust literatures and have implications for stakeholders involved in global crisis management (e.g., policy makers, political marketers, institutional brand managers).","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"30 1","pages":"73 - 101"},"PeriodicalIF":5.8,"publicationDate":"2021-05-20","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X211022688","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"48958525","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 : 2021-05-16DOI: 10.1177/1069031X211021822
Yuliya Strizhakova, Robin A. Coulter, Linda L. Price
This research situates the fresh start mindset—the consumer belief that people can make a new start, get a new beginning, and chart a new course in life—within the neoliberal global milieu and examines the fresh start mindset cross-nationally and as a predictor of interest in environmentally friendly global brands. Theoretically, the authors argue that the fresh start mindset is associated with globally focused beliefs (global identity and environmental consciousness) and globally relevant psychographic characteristics and is predictive of consumer interest in environmentally friendly global brands. Study 1, conducted in countries with varying sociohistorical-cultural trajectories (United States, Mexico, Russia), establishes cross-nationally: (1) a valid fresh start mindset scale; (2) positive relationships between the fresh start mindset and globally focused beliefs as well as personal beliefs and traits (growth mindset, optimism, future focus); (3) that travel abroad, social media use, and religion predict the fresh start mindset; and (4) that the fresh start mindset predicts consumer interest in a global brand’s environmentally friendly product. Study 2 provides additional evidence that the fresh start mindset predicts consumer interest in environmentally friendly global brands. Findings indicate the fresh start mindset is an important targeting characteristic for managers of environmentally friendly global brands.
{"title":"The Fresh Start Mindset: A Cross-National Investigation and Implications for Environmentally Friendly Global Brands","authors":"Yuliya Strizhakova, Robin A. Coulter, Linda L. Price","doi":"10.1177/1069031X211021822","DOIUrl":"https://doi.org/10.1177/1069031X211021822","url":null,"abstract":"This research situates the fresh start mindset—the consumer belief that people can make a new start, get a new beginning, and chart a new course in life—within the neoliberal global milieu and examines the fresh start mindset cross-nationally and as a predictor of interest in environmentally friendly global brands. Theoretically, the authors argue that the fresh start mindset is associated with globally focused beliefs (global identity and environmental consciousness) and globally relevant psychographic characteristics and is predictive of consumer interest in environmentally friendly global brands. Study 1, conducted in countries with varying sociohistorical-cultural trajectories (United States, Mexico, Russia), establishes cross-nationally: (1) a valid fresh start mindset scale; (2) positive relationships between the fresh start mindset and globally focused beliefs as well as personal beliefs and traits (growth mindset, optimism, future focus); (3) that travel abroad, social media use, and religion predict the fresh start mindset; and (4) that the fresh start mindset predicts consumer interest in a global brand’s environmentally friendly product. Study 2 provides additional evidence that the fresh start mindset predicts consumer interest in environmentally friendly global brands. Findings indicate the fresh start mindset is an important targeting characteristic for managers of environmentally friendly global brands.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"45 - 61"},"PeriodicalIF":5.8,"publicationDate":"2021-05-16","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X211021822","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44786637","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 : 2021-03-26DOI: 10.1177/1069031X211009215
C. Fong, Hsing-Hua Stella Chang, Hui-Wen Wang
Although local product ethnicity (local PE) can serve as a key factor in explaining home country biases in local product superiority, this construct has been ignored since it was introduced. To address this limitation, this article proposes a four-phase research model (identifying consumer characteristics, constructing product category schema, categorizing local PE, and evaluating local vs. foreign products) to examine the antecedents and consequences of local PE in an Asian advanced emerging market, which is argued to be a more appropriate context (e.g., more evenly distributed local PE and nonlocal PE categories and coexistence of local and Western product superiority) than developed countries or less-developed emerging markets for this study. Regarding antecedents, the authors identify factors related to consumers’ experiences, information searching, and cognitive bases that can affect their construction of structured knowledge (schemas) about local products within particular categories. Specifically, local embeddedness of product categories is introduced to capture consumer knowledge about strong connotations stereotypically linking the local country to particular categories. As for consequences, the authors compare consumer evaluations of local versus developed-country products/services between local PE and nonlocal PE categories. Four surveys were conducted to empirically examine the model of local PE. The results support the hypotheses.
{"title":"The Antecedents and Consequences of Local Product-Ethnicity Perception—A Study of an Asian Advanced Emerging Market","authors":"C. Fong, Hsing-Hua Stella Chang, Hui-Wen Wang","doi":"10.1177/1069031X211009215","DOIUrl":"https://doi.org/10.1177/1069031X211009215","url":null,"abstract":"Although local product ethnicity (local PE) can serve as a key factor in explaining home country biases in local product superiority, this construct has been ignored since it was introduced. To address this limitation, this article proposes a four-phase research model (identifying consumer characteristics, constructing product category schema, categorizing local PE, and evaluating local vs. foreign products) to examine the antecedents and consequences of local PE in an Asian advanced emerging market, which is argued to be a more appropriate context (e.g., more evenly distributed local PE and nonlocal PE categories and coexistence of local and Western product superiority) than developed countries or less-developed emerging markets for this study. Regarding antecedents, the authors identify factors related to consumers’ experiences, information searching, and cognitive bases that can affect their construction of structured knowledge (schemas) about local products within particular categories. Specifically, local embeddedness of product categories is introduced to capture consumer knowledge about strong connotations stereotypically linking the local country to particular categories. As for consequences, the authors compare consumer evaluations of local versus developed-country products/services between local PE and nonlocal PE categories. Four surveys were conducted to empirically examine the model of local PE. The results support the hypotheses.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"62 - 78"},"PeriodicalIF":5.8,"publicationDate":"2021-03-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X211009215","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41386646","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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