Does Consumer Ethnocentrism Moderate the Impact of Mortality Salience on Foreign Product Evaluation?

Purpose The purpose of this paper is to investigate the effect of outsourcing and offshoring on brand loyalty in a service recovery context. In addition, the effect that consumer ethnocentrism has on these relationships is examined. Design/methodology/approach An experiment was designed using a series of service recovery scenarios that manipulated whether the recovery effort was conducted by an in-house/outsourced or local/offshored party. Findings The study shows that while outsourcing service recovery within the home country has no effect on loyalty, outsourcing to an offshore location does. In addition, the effect of offshoring of loyalty is greater for consumers who hold ethnocentric tendencies. Practical implications This research suggests the need to consider the delivery channel of service recovery to recover a service failure and retain customer loyalty. The results show that outsourcing within a local country may be effective, but the risks associated with offshoring are much greater. Originality/value Despite previous attempts to understand outsourcing and offshoring in a range of service scenarios, their role in service recovery is not well understood. Similarly, the impact that ethnocentrism might have on this process is overlooked. This paper therefore responds to calls within business theory, practice and consults for further study in this under-researched area.

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INTEGRATING THE IMPACT OF COUNTRY OF ORIGIN (COC) AND CONSUMER ETHNOCENTRISM (CE) ON GLOBAL MARKETING (GM) AND GROWING CONSUMER TRENDS (GCT) EVIDENCES FROM PHARMACEUTICAL INDUSTRIES IN INDONES

Journal of Management and Business Review ◽

10.34149/jmbr.v11i1.57 ◽

2017 ◽

Vol 11 (1) ◽

Author(s):

Kardison Lumban Batu

Keyword(s):

Structural Equation Modeling ◽

Structural Equation ◽

Country Of Origin ◽

Equation Modeling ◽

Global Marketing ◽

Consumer Ethnocentrism ◽

Independent Variables ◽

Pharmaceutical Industries ◽

The Impact

The current research is empirically investigated the impact of country of origin and consumer ethnocentrism on growing customer trend directly also through global marketing as mediating variable. It is also assessed the impact of global marketing on growing consumer trend. By deploying Structural Equation Modeling with AMOS, three independent variables were analyzed, country of origin (CoC), global marketing (GM), consumer ethnocentrism (CE) and growing consumer trend (GCT) as dependent variable. The findings showed that both country of origin (CoC) and consumer ethnocentrism (CE) have significant effect on global marketing (GM) as well as on growing consumer trend (GCT). Further, global marketing (GM) successfully mediated and showed significant effect of both country of origin and consumer ethnocentrism. Finally global marketing has significant impact on growing consume trend.

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Evaluation of the implementation of Batik-skills training program

Research and Evaluation in Education ◽

10.21831/reid.v5i2.23918 ◽

2019 ◽

Vol 5 (2) ◽

pp. 130-143

Author(s):

Hendro Prasetyono ◽

Dedeh Kurniasari ◽

Laila Desnaranti

Keyword(s):

Training Program ◽

Evaluation Model ◽

Evaluation Criteria ◽

Skills Training ◽

Product Evaluation ◽

Program Improvement ◽

Educational Facilities ◽

Evaluation Of Learning ◽

The Impact ◽

And Training

The purpose of this study is to evaluate the implementation of batik skills training program as a recommendation for program improvement. The method used in this research is a qualitative approach using Context, Input, Process, and Product evaluation model. Samples were taken from the Institute of Skills and Training in the areas of Jakarta, Bogor, Depok, Bekasi, and Tangerang. The results of the evaluation components that meet the evaluation criteria are all aspects of the context component, discipline and learning process, while the components of batik teachers' education qualifications, the use of educational facilities and infrastructure standards, curriculum components, program financing, evaluation of learning outcomes, mastery of theoretical competencies, practices, and impacts to program participants have not been met. The batik skills training program needs to be continued with some improvement. It is recommended for the product components, especially on the impact aspects felt by graduates, to be improved.

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The Impacts of Consumer Ethnocentrism on Foreign Product Judgment and Local Helping Purchase: A Case of Malaysian Cross-Border Shoppers in Hatyai, Thailand

International Journal of Business and Management ◽

10.5539/ijbm.v9n9p135 ◽

2014 ◽

Vol 9 (9) ◽

Cited By ~ 3

Author(s):

Wanwisa Kuncharin ◽

Badaruddin Mohamed

Keyword(s):

Foreign Product ◽

Consumer Ethnocentrism ◽

Cross Border ◽

Product Judgment

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Shopping online? The role of imagination and gender

European Journal of Marketing ◽

10.1108/ejm-04-2018-0226 ◽

2019 ◽

Vol 53 (12) ◽

pp. 2604-2628 ◽

Cited By ~ 2

Author(s):

Manveer K. Mann ◽

Yuping Liu-Thompkins

Keyword(s):

Purchase Intention ◽

Negative Impact ◽

Experimental Studies ◽

Product Evaluation ◽

Brand Experience ◽

Content Type ◽

Female Consumers ◽

Product Use ◽

Negative Effect ◽

The Impact

Purpose This study aims to examine gender differences in the impact of imagining product use on purchase decisions. The authors argue that while imagination can enhance purchase intention for female consumers, it can be detrimental to male consumers. This study explores the conditions under which imagination can be turned into a positive device for male consumers. Design/methodology/approach Three experimental studies were conducted. The first two studies illustrate the differential effects of imagination on males vs females. Given the negative effect found among males, the third study focused exclusively on male consumers to identify conditions under which the negative impact of imagination on these consumers can be alleviated. Findings Studies 1 and 2 show that while an imagination tactic has positive or no effect on female consumers, a generic imagination request lowers male consumers’ purchase intention. Focusing on potential ways of alleviating this negative effect, Study 3 shows that for males without prior brand ownership experience, imagining product use in a less-typical context can increase purchase intention. Research limitations/implications The results provide evidence that gender impacts the effectiveness of imagination in improving product evaluation. Furthermore, the context of imagination and previous brand experience can be used together to determine how male consumers respond to imagination. Practical implications The study’s findings warn against the blind use of imagination tactics. Instead, retailers need to customize imagination tactics based on gender, previous brand experience and product usage context. Originality/value To the best of the authors’ knowledge, this is one of the first papers to examine the impact of gender on the influence of imagination on product evaluation.

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Disasters, hope and globalization: exploring self-identification with global consumer culture in Japan

International Marketing Review ◽

10.1108/imr-04-2018-0158 ◽

2019 ◽

Vol 36 (5) ◽

pp. 726-747 ◽

Cited By ~ 4

Author(s):

Shintaro Okazaki ◽

Charles R. Taylor ◽

Patrick Vargas ◽

Jörg Henseler

Keyword(s):

Consumer Culture ◽

Purchase Intention ◽

International Marketing ◽

Mortality Salience ◽

Traumatic Events ◽

Equation Modeling ◽

Content Type ◽

Consumer Ethnocentrism ◽

Global Brands ◽

Global Brand

Purpose An unconscious concern regarding one’s inevitable death, known as mortality salience, may affect consumers’ brand choices in the aftermath of disastrous events, such as earthquakes. The purpose of this paper is to examine the role of self-identification with global consumer culture (IDGCC) in global brand purchase intention in response to disasters that heighten mortality salience. The roles of materialism, consumer ethnocentrism, cosmopolitanism and hope in this this process are also explored. Design/methodology/approach An online experiment was conducted with a large sample of Japanese consumers. Japan was selected because it had recently suffered from a series of devastating earthquakes. Participants’ mortality salience was primed with an earthquake scenario. All measures were adapted from prior research. The authors used structural equation modeling to test the hypotheses and validate the model. Findings The results reveal that IDGCC is a direct predictor of global brand purchase intention when mortality salience is high. It appears that identifying with global consumer culture and buying global brands enhances self-esteem and reduces anxiety for those with high IDGCC. As predicted, materialism and cosmopolitanism positively influence IDGCC, whereas consumer ethnocentrism does not impede IDGCC. Hope directly and positively affects global brand purchase intention. Research limitations/implications Some consumers who experience traumatic events may resist mortality salience and experience a heightened sense of global citizenship. Meanwhile, those with lower IDGCC may revert to in-group favoritism, whereas those with higher IDGCC tend to purchase global brands. Using a scenario to simulate the mental state evoked by a disaster limits generalizability. Practical implications The findings illuminate how firms should modify their international marketing strategies in the face of traumatic global events when targeting consumers with high vs low IDGCC in terms of framing messages about global brands. Additionally, using global brands that emphasize an optimistic outlook may help global marketers capture attention from consumers high in IDGCC. Originality/value This study is one of the first to address traumatic events and hope, relating these concepts to IDGCC and global brand purchase intention in an international marketing context.

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