This paper is the first to explore the impact of the COVID-19 pandemic on consumer perceptions of luxury within different cultural contexts. Based on a sample of 181 subjects, this exploratory study analyses pandemic-driven shifts in perceptions of luxury among consumers in Russia and Germany, considering also the influence of age, gender and education. The paper compares its findings with those from previous research by Godey et al. As a long-term trend, the study finds that the terms ‘conspicuous’ ranked significantly lower in perceptions of luxury during the pandemic, as did ‘prestigious’, ‘extravagant’ and ‘snobbish’. Conversely, ‘exclusive’, ‘desirable’ and ‘emotional’ ranked higher. This paper also discusses the key differences between sociodemographic groups, and finds that cultural factors had the least impact on consumer perceptions. These findings have implications for the practice of luxury marketing.
{"title":"The COVID-19 pandemic’s effect on perceptions of luxury : A cross-cultural study","authors":"Anna Biktyakova, Castulus Kolo, Elena Patten","doi":"10.69554/ofhz7016","DOIUrl":"https://doi.org/10.69554/ofhz7016","url":null,"abstract":"This paper is the first to explore the impact of the COVID-19 pandemic on consumer perceptions of luxury within different cultural contexts. Based on a sample of 181 subjects, this exploratory study analyses pandemic-driven shifts in perceptions of luxury among consumers in Russia and Germany, considering also the influence of age, gender and education. The paper compares its findings with those from previous research by Godey et al. As a long-term trend, the study finds that the terms ‘conspicuous’ ranked significantly lower in perceptions of luxury during the pandemic, as did ‘prestigious’, ‘extravagant’ and ‘snobbish’. Conversely, ‘exclusive’, ‘desirable’ and ‘emotional’ ranked higher. This paper also discusses the key differences between sociodemographic groups, and finds that cultural factors had the least impact on consumer perceptions. These findings have implications for the practice of luxury marketing.","PeriodicalId":52372,"journal":{"name":"Journal of Cultural Marketing Strategy","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141852627","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
While iconic brands are influential in practice, marketing research on iconic brands has been scarce. To understand better how consumers favour certain iconic brands, this paper identifies three groups of factors influencing consumer’s iconic brand attachment. First, it is hypothesised that strong brand personality dimensions (composed of sincerity, excitement, competence, sophistication and ruggedness) perceived by consumers explain why consumers are attracted to iconic brands. Secondly, the paper hypothesises that consumers with increased social media activity tend to hold decreased preferences for particular iconic brands because of their diversified interests in various brands. Thirdly, the paper hypothesises how cultural dimensions (individualism, power-distance, masculinity, uncertainty avoidance, and long-term orientation) influence consumers’ iconic brand preferences. Further, the paper theorises three interaction effects of these stated factors: (1) brand personality × masculinity; (2) social media activity × uncertainty avoidance; and (3) brand personality × age. Using the survey method, the paper provides empirical support for our hypotheses.
{"title":"The triadic influence of brand personality, culture and social media usage on consumer attachment to iconic brands","authors":"Brian Whelan, Sangkil Moon, Sunil Erevelles","doi":"10.69554/mhgk3519","DOIUrl":"https://doi.org/10.69554/mhgk3519","url":null,"abstract":"While iconic brands are influential in practice, marketing research on iconic brands has been scarce. To understand better how consumers favour certain iconic brands, this paper identifies three groups of factors influencing consumer’s iconic brand attachment. First, it is hypothesised that strong brand personality dimensions (composed of sincerity, excitement, competence, sophistication and ruggedness) perceived by consumers explain why consumers are attracted to iconic brands. Secondly, the paper hypothesises that consumers with increased social media activity tend to hold decreased preferences for particular iconic brands because of their diversified interests in various brands. Thirdly, the paper hypothesises how cultural dimensions (individualism, power-distance, masculinity, uncertainty avoidance, and long-term orientation) influence consumers’ iconic brand preferences. Further, the paper theorises three interaction effects of these stated factors: (1) brand personality × masculinity; (2) social media activity × uncertainty avoidance; and (3) brand personality × age. Using the survey method, the paper provides empirical support for our hypotheses.","PeriodicalId":52372,"journal":{"name":"Journal of Cultural Marketing Strategy","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141839456","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
This paper introduces a conceptual framework addressing the complexities of pricing strategies in international markets, focusing on pivotal elements such as customer value, the impact of technological advancements, and the harmonisation of global and local strategies. An examination of existing literature and diverse pricing models reveals how the interplay between digitisation and global market dynamics necessitates innovative pricing approaches. These approaches must navigate specific challenges, including the accessibility of digital goods and the intricacies of information preservation costs. Emphasising the importance of distinguishing a company’s offerings from its competitors, the framework advocates for tailored distribution strategies that meet local market needs while maintaining global standards, alongside compliance with international legal pricing frameworks. The framework elaborates on the critical role of deep customer understanding and strategic branding in significantly boosting a company’s profitability and enhancing customer satisfaction across various geographical markets. It further integrates contemporary insights on the agility and adaptability required in pricing strategies amid market fluctuations, the application of behavioural economics principles in pricing, and the strategic employment of analytics to refine pricing decisions. Highlighting the dynamic nature of pricing that accommodates cultural sensitivities, the framework encourages innovation and a careful balance between widespread market reach and localised relevance. Offering strategic insights, this conceptual exploration aids businesses in navigating the intricacies of pricing within the digital era and the expanding global marketplace. It underscores the substantial benefits for business practitioners, including enhanced clarity in pricing decisions, facilitation of competitive differentiation, and alignment with broad business objectives. For marketers aiming to engage with the multicultural consumer markets of the 21st century, this framework serves as a crucial tool, elevating cultural comprehension and promoting product innovation tailored to diverse consumer groups. The paper concludes by emphasising the broader implications for international business practices, advocating for a strategic blend of scalability and customisation to achieve sustainable growth in the global economy.
{"title":"The seven ‘C’s of strategic pricing in international markets","authors":"Ryan Schill, Marina Nixon","doi":"10.69554/ocwl9175","DOIUrl":"https://doi.org/10.69554/ocwl9175","url":null,"abstract":"This paper introduces a conceptual framework addressing the complexities of pricing strategies in international markets, focusing on pivotal elements such as customer value, the impact of technological advancements, and the harmonisation of global and local strategies. An examination of existing literature and diverse pricing models reveals how the interplay between digitisation and global market dynamics necessitates innovative pricing approaches. These approaches must navigate specific challenges, including the accessibility of digital goods and the intricacies of information preservation costs. Emphasising the importance of distinguishing a company’s offerings from its competitors, the framework advocates for tailored distribution strategies that meet local market needs while maintaining global standards, alongside compliance with international legal pricing frameworks. The framework elaborates on the critical role of deep customer understanding and strategic branding in significantly boosting a company’s profitability and enhancing customer satisfaction across various geographical markets. It further integrates contemporary insights on the agility and adaptability required in pricing strategies amid market fluctuations, the application of behavioural economics principles in pricing, and the strategic employment of analytics to refine pricing decisions. Highlighting the dynamic nature of pricing that accommodates cultural sensitivities, the framework encourages innovation and a careful balance between widespread market reach and localised relevance. Offering strategic insights, this conceptual exploration aids businesses in navigating the intricacies of pricing within the digital era and the expanding global marketplace. It underscores the substantial benefits for business practitioners, including enhanced clarity in pricing decisions, facilitation of competitive differentiation, and alignment with broad business objectives. For marketers aiming to engage with the multicultural consumer markets of the 21st century, this framework serves as a crucial tool, elevating cultural comprehension and promoting product innovation tailored to diverse consumer groups. The paper concludes by emphasising the broader implications for international business practices, advocating for a strategic blend of scalability and customisation to achieve sustainable growth in the global economy.","PeriodicalId":52372,"journal":{"name":"Journal of Cultural Marketing Strategy","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141840856","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Social media platforms play a significant role in disseminating information. The effectiveness of posts published on such platforms is often measured by the extent to which those posts are reshared — something that can be shaped by the regional social and cultural context. This study examines regional variations in effective posts (formerly tweets) published on X (formerly known as Twitter) during the initial phase of the COVID-19 pandemic, focusing on California’s two largest cities: Los Angeles and San Diego. By analysing a large dataset comprising the top 5,000 most reposted (formerly retweeted) posts from users in both cities, gathered between 17th March and 11th April, 2020, the research aims to identify key posters and content characteristics associated with higher repost rates. Employing techniques such as topic modelling and sentiment analysis, this study transforms unstructured text data into quantitative metrics in order to explore the relationship between content metrics and the number of reposts. The findings highlight the significant influence of local figures in shaping user engagement with shared posts spanning diverse topics and sentiments. These insights have significant implications for marketers, emphasising the importance of understanding local influencers, post topics and sentiment in geo-tagged posts. In regions with diverse populations, businesses can develop strategies to collaborate with local influencers and actively involve community leaders from various cultural backgrounds. By doing so, they facilitate the dissemination of trustworthy information and enhance engagement with culturally diverse audiences. Ultimately, this approach enables marketers to transform regional disparities into strategic advantages, fostering more effective communication and engagement on social media.
{"title":"Examining regional variations in effective posts on X (Twitter) during the COVID-19 pandemic","authors":"Bo Liang, Ye Wang, Ming-Hsiang Tsou","doi":"10.69554/amli2229","DOIUrl":"https://doi.org/10.69554/amli2229","url":null,"abstract":"Social media platforms play a significant role in disseminating information. The effectiveness of posts published on such platforms is often measured by the extent to which those posts are reshared — something that can be shaped by the regional social and cultural context. This study examines regional variations in effective posts (formerly tweets) published on X (formerly known as Twitter) during the initial phase of the COVID-19 pandemic, focusing on California’s two largest cities: Los Angeles and San Diego. By analysing a large dataset comprising the top 5,000 most reposted (formerly retweeted) posts from users in both cities, gathered between 17th March and 11th April, 2020, the research aims to identify key posters and content characteristics associated with higher repost rates. Employing techniques such as topic modelling and sentiment analysis, this study transforms unstructured text data into quantitative metrics in order to explore the relationship between content metrics and the number of reposts. The findings highlight the significant influence of local figures in shaping user engagement with shared posts spanning diverse topics and sentiments. These insights have significant implications for marketers, emphasising the importance of understanding local influencers, post topics and sentiment in geo-tagged posts. In regions with diverse populations, businesses can develop strategies to collaborate with local influencers and actively involve community leaders from various cultural backgrounds. By doing so, they facilitate the dissemination of trustworthy information and enhance engagement with culturally diverse audiences. Ultimately, this approach enables marketers to transform regional disparities into strategic advantages, fostering more effective communication and engagement on social media.","PeriodicalId":52372,"journal":{"name":"Journal of Cultural Marketing Strategy","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141853563","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
Generative artificial intelligence (GenAI) has emerged as a transformative force in contemporary marketing, offering unprecedented creativity and efficacy. From predictive analytics to real-time personalisation, consumer behaviour patterning to personalised content creation, GenAI empowers marketers to craft bespoke strategies tailored to individual needs. As deep learning and natural language processing advance, GenAI promises to revolutionise brand–consumer relationships, forging authentic connections in the digital ecosystem. This paper studies the rise of GenAI in marketing, weaving research insights and visionary foresight. The study provides practitioners with an overview of GenAI’s potential for enhancing marketing efficacy and insight into its possible applications.
{"title":"Marketing’s crystal ball: Where we are and where we could soon be with generative artificial intelligence in marketing","authors":"Pooja Jain, Pranjal Jain, Anju Jain","doi":"10.69554/jdoc2249","DOIUrl":"https://doi.org/10.69554/jdoc2249","url":null,"abstract":"Generative artificial intelligence (GenAI) has emerged as a transformative force in contemporary marketing, offering unprecedented creativity and efficacy. From predictive analytics to real-time personalisation, consumer behaviour patterning to personalised content creation, GenAI empowers marketers to craft bespoke strategies tailored to individual needs. As deep learning and natural language processing advance, GenAI promises to revolutionise brand–consumer relationships, forging authentic connections in the digital ecosystem. This paper studies the rise of GenAI in marketing, weaving research insights and visionary foresight. The study provides practitioners with an overview of GenAI’s potential for enhancing marketing efficacy and insight into its possible applications.","PeriodicalId":52372,"journal":{"name":"Journal of Cultural Marketing Strategy","volume":null,"pages":null},"PeriodicalIF":0.0,"publicationDate":"2024-07-01","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"141852848","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}
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