Pub Date : 2021-03-12DOI: 10.1177/1069031X211006075
J. Jin, K. Zhou
While the strategic marketing literature promotes ambidexterity as a critical innovation strategy that can enhance firm performance, its value in the international marketing context remains underexplored. Combining the ambidexterity and international marketing literatures, this study investigates how ambidexterity affects performance of the international joint ventures (IJVs) and how parent control asymmetry and cultural distance moderate the effects. Using polynomial analysis, this study simultaneously considers both the balance and intensity elements of ambidexterity and examines their effects on IJV performance in China. The authors argue that ambidexterity balance has a U-shaped effect on IJV performance, whereas ambidexterity intensity exerts an inverted U-shaped effect; such effects are further moderated by the unique features of IJVs—that is, parent control asymmetry and cultural distance. With a data set that combines survey and archival data on IJVs in China, the authors find strong empirical evidence for the hypotheses. These findings offer important advances to innovation research on IJVs.
{"title":"Is Ambidextrous Innovation Strategy Beneficial to International Joint Venture Performance? Evidence from China","authors":"J. Jin, K. Zhou","doi":"10.1177/1069031X211006075","DOIUrl":"https://doi.org/10.1177/1069031X211006075","url":null,"abstract":"While the strategic marketing literature promotes ambidexterity as a critical innovation strategy that can enhance firm performance, its value in the international marketing context remains underexplored. Combining the ambidexterity and international marketing literatures, this study investigates how ambidexterity affects performance of the international joint ventures (IJVs) and how parent control asymmetry and cultural distance moderate the effects. Using polynomial analysis, this study simultaneously considers both the balance and intensity elements of ambidexterity and examines their effects on IJV performance in China. The authors argue that ambidexterity balance has a U-shaped effect on IJV performance, whereas ambidexterity intensity exerts an inverted U-shaped effect; such effects are further moderated by the unique features of IJVs—that is, parent control asymmetry and cultural distance. With a data set that combines survey and archival data on IJVs in China, the authors find strong empirical evidence for the hypotheses. These findings offer important advances to innovation research on IJVs.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"1 - 21"},"PeriodicalIF":5.8,"publicationDate":"2021-03-12","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X211006075","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47540738","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 : 2021-03-10DOI: 10.1177/1069031X211005729
Frauke Mattison Thompson, K. Brouthers
The digital ecosystem makes entry into foreign markets easier and provides new ways for consumers to engage with marketing materials (through content clicking, sharing, and electronic word-of-mouth [eWOM] behavior). While evidence has emerged that between-country cultural differences may impact digital consumer engagement (particularly eWOM), far less is known about its impact on online advertising clicking and sharing engagement or how within-country cultural variation (tightness/looseness) moderates this activity. The authors develop and test the notion that between- and within-country cultural differences lead to variations in digital consumer engagement, especially clicking and sharing behavior. Using industry data provided by a programmatic advertising firm, the authors find support for the idea that between-country differences in national cultural values impact digital engagement and that within-country cultural variation moderates these relations. In this way, they provide new insights for researchers and managers about international marketing in the digital age.
{"title":"Digital Consumer Engagement: National Cultural Differences and Cultural Tightness","authors":"Frauke Mattison Thompson, K. Brouthers","doi":"10.1177/1069031X211005729","DOIUrl":"https://doi.org/10.1177/1069031X211005729","url":null,"abstract":"The digital ecosystem makes entry into foreign markets easier and provides new ways for consumers to engage with marketing materials (through content clicking, sharing, and electronic word-of-mouth [eWOM] behavior). While evidence has emerged that between-country cultural differences may impact digital consumer engagement (particularly eWOM), far less is known about its impact on online advertising clicking and sharing engagement or how within-country cultural variation (tightness/looseness) moderates this activity. The authors develop and test the notion that between- and within-country cultural differences lead to variations in digital consumer engagement, especially clicking and sharing behavior. Using industry data provided by a programmatic advertising firm, the authors find support for the idea that between-country differences in national cultural values impact digital engagement and that within-country cultural variation moderates these relations. In this way, they provide new insights for researchers and managers about international marketing in the digital age.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"22 - 44"},"PeriodicalIF":5.8,"publicationDate":"2021-03-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X211005729","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42837905","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 : 2021-03-04DOI: 10.1177/1069031X211004234
Naveen Donthu, Satish Kumar, Nitesh Pandey, Weng Marc Lim
This study presents a retrospective on Journal of International Marketing using bibliometrics. The study finds that the journal’s run has been characterized by continuous growth in publications and citations, with a dominant contribution base of authors from the United States. Authors have consistently shown a strong preference for quantitative research, with a decline in preference for qualitative research and a negligible increase in preference for mixed-methods research in recent years. The major themes in the journal include global branding, internationalization, cross-cultural marketing, and international relationship marketing. An exploration of the factors affecting article citations reveals that article attributes such as the conceptual method, empirical method, article length, title length, article age, and number of keywords play significant roles in increasing the number of citations. Authors affiliated with nonacademic institutions also have a significant and positive influence on total citations. The article concludes with directions for further research.
{"title":"Research Constituents, Intellectual Structure, and Collaboration Patterns in Journal of International Marketing: An Analytical Retrospective","authors":"Naveen Donthu, Satish Kumar, Nitesh Pandey, Weng Marc Lim","doi":"10.1177/1069031X211004234","DOIUrl":"https://doi.org/10.1177/1069031X211004234","url":null,"abstract":"This study presents a retrospective on Journal of International Marketing using bibliometrics. The study finds that the journal’s run has been characterized by continuous growth in publications and citations, with a dominant contribution base of authors from the United States. Authors have consistently shown a strong preference for quantitative research, with a decline in preference for qualitative research and a negligible increase in preference for mixed-methods research in recent years. The major themes in the journal include global branding, internationalization, cross-cultural marketing, and international relationship marketing. An exploration of the factors affecting article citations reveals that article attributes such as the conceptual method, empirical method, article length, title length, article age, and number of keywords play significant roles in increasing the number of citations. Authors affiliated with nonacademic institutions also have a significant and positive influence on total citations. The article concludes with directions for further research.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"1 - 25"},"PeriodicalIF":5.8,"publicationDate":"2021-03-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X211004234","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"45640133","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 : 2021-02-25DOI: 10.1177/1069031X211002193
D. Griffith, T. Dean, Jessica J. Hoppner
Cultural distance is an important element in the study of international marketing phenomena. However, scholars have voiced significant concerns with its use. Although reviews of cultural distance have been conducted, no research has yet directly addressed how the choices that scholars make in relation to the conceptualization and operationalization of cultural distance influence our understanding of its role in international marketing phenomena. In this work, the authors review concerns pertaining to cultural distance and use them as a foundation to systematically analyze 83 articles referencing cultural distance in the international marketing literature to understand the choices that have been made. They find significant heterogeneity in conceptualization and operationalization of cultural distance. Then, they examine the empirical consequences of this choice heterogeneity within a single data set of 148 suppliers to a European original equipment manufacturer. The findings demonstrate that differences in conceptualizations and operationalizations significantly influence the observed effects of cultural distance and, thus, the understanding of its role in international marketing phenomena. Last, the authors put forth a series of recommendations aimed to enhance the discipline’s ability to build a strong foundation of knowledge of cultural distance’s role in international marketing phenomena.
{"title":"Choices and Consequences: Recommendations for an Improved Understanding of Cultural Distance in International Marketing Research","authors":"D. Griffith, T. Dean, Jessica J. Hoppner","doi":"10.1177/1069031X211002193","DOIUrl":"https://doi.org/10.1177/1069031X211002193","url":null,"abstract":"Cultural distance is an important element in the study of international marketing phenomena. However, scholars have voiced significant concerns with its use. Although reviews of cultural distance have been conducted, no research has yet directly addressed how the choices that scholars make in relation to the conceptualization and operationalization of cultural distance influence our understanding of its role in international marketing phenomena. In this work, the authors review concerns pertaining to cultural distance and use them as a foundation to systematically analyze 83 articles referencing cultural distance in the international marketing literature to understand the choices that have been made. They find significant heterogeneity in conceptualization and operationalization of cultural distance. Then, they examine the empirical consequences of this choice heterogeneity within a single data set of 148 suppliers to a European original equipment manufacturer. The findings demonstrate that differences in conceptualizations and operationalizations significantly influence the observed effects of cultural distance and, thus, the understanding of its role in international marketing phenomena. Last, the authors put forth a series of recommendations aimed to enhance the discipline’s ability to build a strong foundation of knowledge of cultural distance’s role in international marketing phenomena.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"23 - 42"},"PeriodicalIF":5.8,"publicationDate":"2021-02-25","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X211002193","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"41312997","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 : 2021-02-08DOI: 10.1177/0022242921995871
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. Since method effec...
{"title":"EXPRESS: Dealing with Common Method Variance in International Marketing Research","authors":"H. Baumgartner, Bert Weijters","doi":"10.1177/0022242921995871","DOIUrl":"https://doi.org/10.1177/0022242921995871","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. Since method effec...","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"1 1","pages":"002224292199708"},"PeriodicalIF":5.8,"publicationDate":"2021-02-08","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/0022242921995871","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46204014","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 : 2021-01-29DOI: 10.1177/1069031x21994106
Jung Seek Kim
This article examines the cyclical behavior of business (firm-financed) R&D expenditure at the national level, using a panel of 64 countries spanning about 4 decades. R&D is considerably more volatile than GDP and tends to be procyclical. We adopt the Hofstede framework to investigate systematically cross-national heterogeneity in comovement and volatility of R&D. Similar to prior studies, a higher R&D intensity (R&D expenditure / GDP) is associated with more uncertainty accepting, long-term oriented, and indulgent countries. Notably, R&D behaves less procyclically in more uncertainty accepting, individualistic, long-term oriented, and indulgent countries, and it is less volatile in more masculine, individualistic, long-term oriented, and indulgent countries. That is, a culture with a higher propensity to invest in R&D tends to follow business cycles less closely (i.e., lower comovement) and have more persistent spending over time (i.e., lower volatility). Furthermore, higher comovement or volatility of R&D indeed harms national productivity and innovativeness. Therefore, this research broadens our understanding of the role national culture plays by demonstrating (1) that it affects considerably the cyclical behavior of R&D and (2) that this cyclical behavior is another conduit through which culture influences economic performance.
{"title":"EXPRESS: National Culture and the Cyclical Behavior of R&D Expenditure","authors":"Jung Seek Kim","doi":"10.1177/1069031x21994106","DOIUrl":"https://doi.org/10.1177/1069031x21994106","url":null,"abstract":"<p>This article examines the cyclical behavior of business (firm-financed) R&D expenditure at the national level, using a panel of 64 countries spanning about 4 decades. R&D is considerably more volatile than GDP and tends to be procyclical. We adopt the Hofstede framework to investigate systematically cross-national heterogeneity in comovement and volatility of R&D. Similar to prior studies, a higher R&D intensity (R&D expenditure / GDP) is associated with more uncertainty accepting, long-term oriented, and indulgent countries. Notably, R&D behaves less procyclically in more uncertainty accepting, individualistic, long-term oriented, and indulgent countries, and it is less volatile in more masculine, individualistic, long-term oriented, and indulgent countries. That is, a culture with a higher propensity to invest in R&D tends to follow business cycles less closely (i.e., lower comovement) and have more persistent spending over time (i.e., lower volatility). Furthermore, higher comovement or volatility of R&D indeed harms national productivity and innovativeness. Therefore, this research broadens our understanding of the role national culture plays by demonstrating (1) that it affects considerably the cyclical behavior of R&D and (2) that this cyclical behavior is another conduit through which culture influences economic performance.</p>","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"45 1","pages":""},"PeriodicalIF":5.8,"publicationDate":"2021-01-29","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141779822","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 : 2021-01-04DOI: 10.1177/1069031X20988260
James M. Crick, Dave Crick
Although coopetition (simultaneous cooperation and competition) is likely to enhance financial performance if effectively managed, earlier investigations have overlooked the complexities of this relationship. Most notably, understanding the impact of moderating factors can help unpack the complexity of the association between coopetition and performance. Therefore, grounded in resource-based theory and the relational view, this study focuses on the quadratic relationship between coopetition and financial performance under different degrees of export intensity and export geographical scope. Using survey responses from 101 wine producers in New Zealand, the empirical results show that coopetition has a nonlinear (inverted U-shaped) relationship with financial performance. Furthermore, export intensity and export geographical scope positively moderate this quadratic association. As such, for underresourced firms with overseas market potential, decision makers should consider the merits of combining the benefits of coopetition with those from an internationalized business model. This arrangement can help them navigate these potentially paradoxical forces, assuming they engage with trustworthy and complementary rivals in coopetition partnerships.
{"title":"Internationalizing the Coopetition Construct: Quadratic Effects on Financial Performance Under Different Degrees of Export Intensity and an Export Geographical Scope","authors":"James M. Crick, Dave Crick","doi":"10.1177/1069031X20988260","DOIUrl":"https://doi.org/10.1177/1069031X20988260","url":null,"abstract":"Although coopetition (simultaneous cooperation and competition) is likely to enhance financial performance if effectively managed, earlier investigations have overlooked the complexities of this relationship. Most notably, understanding the impact of moderating factors can help unpack the complexity of the association between coopetition and performance. Therefore, grounded in resource-based theory and the relational view, this study focuses on the quadratic relationship between coopetition and financial performance under different degrees of export intensity and export geographical scope. Using survey responses from 101 wine producers in New Zealand, the empirical results show that coopetition has a nonlinear (inverted U-shaped) relationship with financial performance. Furthermore, export intensity and export geographical scope positively moderate this quadratic association. As such, for underresourced firms with overseas market potential, decision makers should consider the merits of combining the benefits of coopetition with those from an internationalized business model. This arrangement can help them navigate these potentially paradoxical forces, assuming they engage with trustworthy and complementary rivals in coopetition partnerships.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"62 - 80"},"PeriodicalIF":5.8,"publicationDate":"2021-01-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X20988260","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"42342304","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 : 2020-12-14DOI: 10.1177/1069031X20966563
V. Kumar, A. Sood, Shaphali Gupta, Nitish Sood
International marketing has rarely explored the diffusion patterns of the spread of a disease or analyzed the factors explaining the differences in the disease incidence patterns. The rapid diffusion of the novel coronavirus has engulfed the entire world in a very short time. Many countries experienced different levels of disease incidence and mortality despite implementing similar nonpharmaceutical interventions (NPIs). Drawing on the regulatory focus theory, the authors propose a framework to conceptualize and investigate the comparative efficacy of diverse NPIs that countries could adopt to prevent or curtail the diffusion of the disease incidence and mortality. They categorize these NPIs as prevention focused (containment and closures) or promotion focused (relief measures and public health infrastructure) and discuss the moderating factors that enhance or impede their effectiveness. Employing functional data analysis, the authors examine a comprehensive data set across 70 countries. They find that prevention-focused interventions inhibit disease incidence, while promotion-focused interventions enhance the nation’s ability to respond to medical emergencies and augment people’s ability to isolate themselves and slow the spread. The authors also generate insights on how a reallocation of resources between prevention- and promotion-focused efforts influence the evolution of disease incidence and mortality, with various countries falling in different clusters.
{"title":"Prevention- Versus Promotion-Focus Regulatory Efforts on the Disease Incidence and Mortality of COVID-19: A Multinational Diffusion Study Using Functional Data Analysis","authors":"V. Kumar, A. Sood, Shaphali Gupta, Nitish Sood","doi":"10.1177/1069031X20966563","DOIUrl":"https://doi.org/10.1177/1069031X20966563","url":null,"abstract":"International marketing has rarely explored the diffusion patterns of the spread of a disease or analyzed the factors explaining the differences in the disease incidence patterns. The rapid diffusion of the novel coronavirus has engulfed the entire world in a very short time. Many countries experienced different levels of disease incidence and mortality despite implementing similar nonpharmaceutical interventions (NPIs). Drawing on the regulatory focus theory, the authors propose a framework to conceptualize and investigate the comparative efficacy of diverse NPIs that countries could adopt to prevent or curtail the diffusion of the disease incidence and mortality. They categorize these NPIs as prevention focused (containment and closures) or promotion focused (relief measures and public health infrastructure) and discuss the moderating factors that enhance or impede their effectiveness. Employing functional data analysis, the authors examine a comprehensive data set across 70 countries. They find that prevention-focused interventions inhibit disease incidence, while promotion-focused interventions enhance the nation’s ability to respond to medical emergencies and augment people’s ability to isolate themselves and slow the spread. The authors also generate insights on how a reallocation of resources between prevention- and promotion-focused efforts influence the evolution of disease incidence and mortality, with various countries falling in different clusters.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"1 - 22"},"PeriodicalIF":5.8,"publicationDate":"2020-12-14","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X20966563","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43720951","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 : 2020-12-09DOI: 10.1177/1069031X20983806
Camilla Barbarossa, Timo Mandler
Corporate crises generate condemning emotions and retaliatory intent toward the offending companies. However, not all wrongdoers are equal in the public eye. Consumers’ prior beliefs about a company’s country of origin may bias these responses. In three experimental studies (combined N = 1,008), the authors (1) establish that country stereotypes of warmth—but not of competence—can buffer condemning emotions and retaliatory intent toward an offending company. They further (2) reveal the psychological mechanism of greed attributions that underlies this bias and (3) identify the type of crisis as a crucial contingency factor that facilitates (corporate ability crisis) or suppresses (corporate value crisis) the buffering effect of country warmth.
{"title":"Not All Wrongdoers Are Equal in the Public Eye: A Moderated Mediation Model of Country Stereotypes, Condemning Emotions, and Retaliatory Intent in Corporate Crises","authors":"Camilla Barbarossa, Timo Mandler","doi":"10.1177/1069031X20983806","DOIUrl":"https://doi.org/10.1177/1069031X20983806","url":null,"abstract":"Corporate crises generate condemning emotions and retaliatory intent toward the offending companies. However, not all wrongdoers are equal in the public eye. Consumers’ prior beliefs about a company’s country of origin may bias these responses. In three experimental studies (combined N = 1,008), the authors (1) establish that country stereotypes of warmth—but not of competence—can buffer condemning emotions and retaliatory intent toward an offending company. They further (2) reveal the psychological mechanism of greed attributions that underlies this bias and (3) identify the type of crisis as a crucial contingency factor that facilitates (corporate ability crisis) or suppresses (corporate value crisis) the buffering effect of country warmth.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"26 - 44"},"PeriodicalIF":5.8,"publicationDate":"2020-12-09","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X20983806","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"49442722","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 : 2020-12-05DOI: 10.1177/1069031X20981870
Martin Heinberg, Yeyi Liu, Xuan Huang, A. Eisingerich
Numerous studies argue that corporate social responsibility (CSR) helps companies build strong and positive relationships with consumers. However, it is not well understood why certain companies are more effective in their CSR activities than others. Some studies have attributed this difference to the country setting, but results are inconclusive. Building on signaling theory, this study explores corporate transparency as a boundary condition of the effects of CSR activities on the consumer–brand relationship. Three experiments and one large survey across three countries examine how a lack of corporate transparency undermines firms’ CSR efforts. Importantly, the authors theorize that country environments differ in terms of transparency, which is then reflected in different levels of corporate transparency. Different country levels of transparency help explain the discrepancies of CSR effectiveness for increasing brand attachment and building consumer behavior. Finally, the authors tie the diminishing effect of CSR in the case of low corporate transparency to an increase in consumer skepticism.
{"title":"A Bad Job of Doing Good: Does Corporate Transparency on a Country and Company Level Moderate Corporate Social Responsibility Effectiveness?","authors":"Martin Heinberg, Yeyi Liu, Xuan Huang, A. Eisingerich","doi":"10.1177/1069031X20981870","DOIUrl":"https://doi.org/10.1177/1069031X20981870","url":null,"abstract":"Numerous studies argue that corporate social responsibility (CSR) helps companies build strong and positive relationships with consumers. However, it is not well understood why certain companies are more effective in their CSR activities than others. Some studies have attributed this difference to the country setting, but results are inconclusive. Building on signaling theory, this study explores corporate transparency as a boundary condition of the effects of CSR activities on the consumer–brand relationship. Three experiments and one large survey across three countries examine how a lack of corporate transparency undermines firms’ CSR efforts. Importantly, the authors theorize that country environments differ in terms of transparency, which is then reflected in different levels of corporate transparency. Different country levels of transparency help explain the discrepancies of CSR effectiveness for increasing brand attachment and building consumer behavior. Finally, the authors tie the diminishing effect of CSR in the case of low corporate transparency to an increase in consumer skepticism.","PeriodicalId":48081,"journal":{"name":"Journal of International Marketing","volume":"29 1","pages":"45 - 61"},"PeriodicalIF":5.8,"publicationDate":"2020-12-05","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1177/1069031X20981870","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"43027511","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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