在国家层面上理解媒体渠道和零售形式销售对广告支出的共同演变:一项多国考察

IF 4.9 2区 管理学 Q1 BUSINESS Journal of International Marketing Pub Date : 2022-11-23 DOI:10.1177/1069031X221143780
Hannah S. Lee, Goksel Yalcinkaya, D. Griffith
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引用次数: 1

摘要

市场营销文献很早就认识到,在公司层面上,广告支出和销售之间存在正相关关系。然而,该文献忽略了广告渠道和零售业态演变的国家层面异质性,限制了全球管理者对不同国家市场广告渠道和零售业态的异质性和演变的理解,因此,限制了管理者有效制定适应这种差异的全球营销策略的能力。作者呼吁在考虑媒体渠道的广告支出与国家层面的零售形式销售之间的关系时,考虑到国家的制度环境,采用全球本土化的方法。他们利用29个国家7年的不平衡面板数据集探讨了这一主题。作者发现,各国媒体渠道和零售形式销售的广告支出存在实质性差异。此外,他们还发现,特定媒体渠道的广告支出变化与国家层面相关零售业态销售的变化呈正相关,而媒体渠道的广告支出变化与不相关零售业态销售之间的关联则更为微妙。研究结果对在复杂和不断变化的零售环境中进行导航的国际营销经理提供了信息,并强调了在本地行动的同时进行全球思维的重要性。
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Understanding the Coevolution of Ad Spend by Media Channel and Retail Format Sales at the Country Level: A Multicountry Examination
The marketing literature has long recognized the positive relationship between advertising spending and sales at the firm level. However, this literature overlooks country-level heterogeneity of both the advertising channel and retail format evolution, limiting global managers’ understanding of the heterogeneity and evolution of advertising channels and retail formats across country markets and, therefore, managers’ ability to effectively formulate a global marketing strategy that adjusts for such differences. The authors call for a glocal approach when considering the association between ad spend by media channels and retail format sales at the country level, accounting for country institutional environments. They explore this topic using a 29-country, seven-year unbalanced panel data set. The authors find that there is substantive heterogeneity in ad spend by media channels and retail format sales across countries. Further, they find that changes in ad spend in specific media channels are positively associated with changes in related retail format sales at the country level, whereas the associations between changes in ad spend in media channels with unrelated retail format sales are more nuanced. The findings are informative to international marketing managers navigating the complex and ever-evolving retail landscape and highlight the importance of thinking globally while acting locally.
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来源期刊
CiteScore
8.70
自引率
17.20%
发文量
28
期刊介绍: As the globalization of markets continues at a rapid pace, business practitioners and educators alike face the challenge of staying current with the developments. Marketing managers require a source of new information and insights on international business events. International marketing educators require a forum for disseminating their thoughts and research findings. Journal of International Marketing(JIM) is an international, peer-reviewed journal dedicated to advancing international marketing practice, research, and theory. Contributions addressing any aspect of international marketing management are published each quarter.
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