Utilizing country image and well-known products for less-known products

2017 ◽  
Vol 29 (5) ◽  
pp. 933-946 ◽  
Author(s):  
Hongjoo Woo ◽  
Byoungho Jin ◽  
Bharath Ramkumar
Keyword(s):  
South Korea ◽  
Cell Phones ◽  
Relevant Literature ◽  
Product Category ◽  
Past Research ◽  
Halo Effect ◽  
Limited Attention ◽  
Country Image ◽  
Developed Country ◽  
Content Type

Purpose Country image determines consumers’ beliefs toward the country’s products, through halo effect. While the relevant literature is predominantly focused on the context of well-known products from traditionally leading exporters, the purpose of this paper is to examine the two levels of halo effect (i.e. country image as halo and a well-known product category as halo) on a less-known product category from a recently developed country. Design/methodology/approach The purpose of study was carried out by using a quantitative approach. Survey responses were collected from 253 US consumers who are aged between 18 and 67 years. This study only examined South Korea and used the two selected product categories (i.e. cell phones and apparel) as samples for the study. Findings The results of a series of regression analyses confirmed that the positive images of South Korea and Korean cell phones served as halo, thereby enhancing the respondents’ beliefs toward Korean apparel, which is a less-known product category that they have not yet experienced. Further, the respondents’ positive beliefs toward both cell phones and apparel increased their purchase intentions of those two products. Research limitations/implications The findings of this study imply that the general country image and the country’s well-known product images are critical in introducing the country’s less-known product to foreign markets. Originality/value The originality of this study lies in its unique focus on relatively less-known product category of a recently developed country (i.e. Korean apparel), which received limited attention in the past research. This study is also one of the few attempts to examine the role of a country’s well-known products on the country’s less-known products, another level of halo effect in country image.

Country image and consumer evaluation of imported products: test of a hierarchical model in four countries

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
John Thøgersen ◽  
Jessica Aschemann-Witzel ◽  
Susanne Pedersen
Keyword(s):  
Hierarchical Model ◽  
Structural Equation ◽  
Online Survey ◽  
Product Category ◽  
Food Product ◽  
Country Image ◽  
Specific Product ◽  
General Validity ◽  
Content Type ◽  
High Level

Purpose This paper aims to test the general validity of a hierarchical model of country image conceptualizations across countries that differ in socio-economic development and distance to the exporting country. Design/methodology/approach Representative consumer samples in Germany, France, China and Thailand (N ∼ 1,000 per country) completed an online survey on three levels of country image regarding Denmark and attitudes towards buying an organic food product from Denmark. Data were analyzed using confirmatory factor analysis and structural equation modelling. Findings The hierarchical country image model fitted the data well in the two European countries, but not in the two Asian countries. It appears that the hierarchical relationships proposed by the model require a high level of familiarity with and knowledge of the origin country and the product type. Research limitations/implications The application scope of the model is considerably narrower than implied by earlier research. Further research should combine data from a number of sources to investigate the model’s application further. Practical implications Exporters must pay attention to both the general image of their country and the image of their country with regard to their specific product category, as this impacts consumer product evaluations. Originality/value International trade and the success of export strategies ultimately depend on consumer acceptance in importing countries. This study demonstrates how consumer perception of imported products is affected by the exporting country’s image, which may be more or less elaborate and differentiated. It gives exporters new insight into how they can make their marketing effective when entering markets.

Insights into the organic labelling effect: the special case of wine

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Janine Macht ◽  
Jeanette Klink-Lehmann ◽  
Betina Piqueras-Fiszman ◽  
Monika Hartmann
Keyword(s):  
Product Category ◽  
White Wine ◽  
Halo Effect ◽  
Mediation Effects ◽  
Content Type ◽  
Subjective Knowledge ◽  
Mediating Role ◽  
Organic Wine ◽  
Knowledge And Attitude

PurposeWhile research shows that organic labels are perceived positively for most food products, the findings are more ambiguous for wine. This may be due to the complexity of the product. Accordingly, the labelling effect might be influenced by people's prior knowledge of wines and their attitudes towards organic wines and thus be more pronounced for certain consumer groups. Providing insights into those moderators could help to steer people towards sustainable wine consumption. Therefore, this paper aims to investigate the effect of organic labelling on consumers' liking of, and their willingness to pay (WTP) for white wine, and the role of potential moderators.Design/methodology/approachA wine tasting experiment was conducted using a within-subjects design (n = 214). The mediating role of expected liking and the moderating roles of subjective knowledge and attitude towards organic wine were analysed using the MEMORE macro in SPSS.FindingsThe results do not confirm an overall positive halo effect of labelling on liking of organic wine. Nevertheless, a positive halo effect on actual liking was observed for those respondents who have a positive attitude towards organic wine. Furthermore, an overall positive effect of organic labelling on WTP was found. Mediation effects could not be confirmed.Originality/valueThis study used an experimental design that considers not only expected liking but also actual liking and WTP for organic wines. Using a moderation-mediation framework helps to better understand consumers' quality evaluation and WTP for organic wine. Finally, it could be shown that the organic halo is more complex for the product category of wine than others have previously stated.

Significant learning experiences and implied students

2020 ◽  
Vol 28 (1) ◽  
pp. 55-62 ◽  
Author(s):  
David Starr-Glass
Keyword(s):  
Learning Environments ◽  
Course Design ◽  
Relevant Literature ◽  
Learning Experiences ◽  
Limited Attention ◽  
Critical Element ◽  
College Level ◽  
Learning Space ◽  
Content Type ◽  
The Usa

Purpose This paper reflects on and seeks to reconcile and to consolidate two bodies of literature. The first deals with course design in higher education, particularly with efforts to create significant learning experiences. The second body of literature, which is considerably less well-known, considers the implied student – the intended or preconceived student for whom these learning experiences are created. Significant learning experiences are created by instructors for students, not for themselves. Thus, a critical condition for success in course design is to examine and interrogate the implied student that instructors had in mind and to reconcile those preconceived notions with the actual students who populate the learning space. Design/methodology/approach The paper is a critical reflection on the literature and the author’s experience in designing college level business and economics courses and in attempting to create significant learning experiences in those courses. The study reflects on practice, reviews the relevant literature, and is speculative in nature. It is not empirically based and may well have limited generalizability. However, it is hoped that this paper will promote further exploration of the implied student construct and will lead to further research into the misalignment of expectations and outcomes between implied students and actual students. Findings The paper contends that there is inevitably a gap – for both the instructor and the learner – between the expectations and outcomes that are anticipated for implied students and realized by actual students. It suggests that recognition of this gap is a critical element in designing significant learning experiences for actual learners. The paper further suggests that success in creating these experiences is improved through reconsidering the implied student stereotype, engaging with actual students and instructor-led communication of the implicit goals and outcomes of the course. Originality/value Students are best served if they engage in learning spaces thoughtfully centered on significant learning experiences. However, learning environments are often constructed around envisaged students who are defined by the learning expectations, pedagogic philosophies and ideological biases of the instructor. This paper provides value by encouraging instructors to explore their preconceptions of the implied student and creating and facilitating learning environments that recognize, appreciate and respond to the actual students who will populate them. Further, the paper highlights “the implied student,” which has gained considerable traction in Nordic countries but only limited attention in the USA and UK.

scholarly journals Examining the existence of double jeopardy and negative double jeopardy within Twitter

2017 ◽  
Vol 51 (7/8) ◽  
pp. 1224-1247 ◽  
Author(s):  
Andrew Rogers ◽  
Kate L. Daunt ◽  
Peter Morgan ◽  
Malcolm Beynon
Keyword(s):  
Product Category ◽  
Past Research ◽  
Valuable Insight ◽  
Online Environment ◽  
Double Jeopardy ◽  
Content Type ◽  
Product Categories ◽  
Fuzzy C Means Clustering ◽  
Managerial Implications ◽  
Contrasting View

Purpose The theory of double jeopardy (DJ) is shown to hold across broad ranging geographies and physical product categories. However, there is very little research appertaining to the subject within an online environment. In particular, studies that investigate the presence of DJ and the contrasting view point to DJ, namely, that of negative double jeopardy (NDJ), are lacking. This study aims to contribute to this identified research gap and examines the presence of DJ and NDJ within a product category, utilising data from Twitter. Design/methodology/approach A total of 354,676 tweets are scraped from Twitter and their sentiment analysed and allocated into positive, negative and no-opinion clusters using fuzzy c-means clustering. The sentiment is then compared to the market share of brands within the beer product category to establish whether a DJ or NDJ effect is present. Findings Data reveal an NDJ effect with regards to original tweets (i.e. tweets which have not been retweeted). That is, when analysing tweets relating to brands within a defined beer category, the authors find that larger brands suffer by having an increased negativity amongst the larger proportion of tweets associated with them. Research limitations/implications The clustering approach to analyse sentiment in Twitter data brings a new direction to analysis of such sentiment. Future consideration of different numbers of clusters may further the insights this form of analysis can bring to the DJ/NDJ phenomenon. Managerial implications discuss the uncovered practitioner’s paradox of NDJ and strategies for dealing with DJ and NDJ effects. Originality/value This study is the first to explore the presence of DJ and NDJ through the utilisation of sentiment analysis-derived data and fuzzy clustering. DJ and NDJ are under-explored constructs in the online environment. Typically, past research examines DJ and NDJ in separate and detached fashions. Thus, the study is of theoretical value because it outlines boundaries to the DJ and NDJ conditions. Second, this research is the first study to analyse the sentiment of consumer-authored tweets to explore DJ and NDJ effects. Finally, the current study offers valuable insight into the DJ and NDJ effects for practicing marketing managers.

scholarly journals International opportunity development of born global firms: the role of institutions

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Rubina Romanello ◽  
Masoud Karami ◽  
Stephan Gerschewski ◽  
Natasha Evers ◽  
Cici Xiao He
Keyword(s):  
Institutional Theory ◽  
Development Process ◽  
Limited Attention ◽  
Integrated Analysis ◽  
Born Global ◽  
Born Globals ◽  
Structured Interviews ◽  
Developed Country ◽  
Content Type ◽  
Born Global Firms

Purpose The purpose of the study is to investigate the international opportunity development process of born global firms embedded in two different institutional contexts: China, an emerging economy and Italy, a developed country. Drawing on the entrepreneurial opportunity literature and institutional theory, this study explores and draws insights into how home country institutions of born globals can influence the international opportunity development process of the firms. Design/methodology/approach This paper adopts a qualitative case study approach with in-depth, semi-structured interviews of six born global companies from China and Italy. In doing so, this study uses a flexible pattern matching design, which is consistent with the qualitative research design of the paper. Findings The findings of the study indicate that home institutions play an influential, yet differential role in the international opportunity development processes of Chinese and Italian born global firms. While the Italian firms shape their opportunities mainly through product innovation, their Chinese counterparts develop opportunities primarily through networks embedded in their home institutional context. Originality/value The key contributions of the paper relate to an integrated analysis of the international opportunity development process of born globals in China and Italy based on institutional theory, which has received limited attention in the international entrepreneurship literature. In addition, the study advances the similarities and differences in the international opportunity development process in two different countries, thus providing valuable insights for policymakers and practitioners to enter international markets successfully.

Turning expatriates’ cultural intelligence into strategic advantage

2018 ◽  
Vol 17 (3) ◽  
pp. 131-136
Author(s):  
Aideen O’Byrne
Keyword(s):  
Human Resources ◽  
Cultural Intelligence ◽  
Relevant Literature ◽  
Past Research ◽  
Host Countries ◽  
Content Type ◽  
The Past ◽  
Intercultural Adaptation ◽  
Depth Interviews ◽  
Practical Implications

Purpose This paper aims to discuss the importance of cultural intelligence for expatriates and offer several recommendations for human resources professionals to help enhance expatriates’ performance. Design/methodology/approach The paper is based on a review of relevant literature and in-depth interviews with 12 experienced expatriates who had collectively completed 39 assignments across 26 different host countries. The participants represent ten ethnicities and seven industries. Findings The expatriates used all four types of cultural intelligence while on assignment and found those to be critical for their success. Practical implications Human resources professionals are advised to actively screen for cultural intelligence when selecting expatriates for assignment; develop expatriates’ cultural intelligence in a holistic, ongoing manner; and involve external professionals as needed to support expatriates’ success. Originality/value Much of the past research on intercultural adaptation and cultural intelligence has been quantitative in nature and based on student populations. This paper provides detailed insights in the participants’ own words regarding the way cultural intelligence promotes intercultural adaptation and success on assignment.

The mediating effects of micro country image by product category and country

2018 ◽  
Vol 61 (6) ◽  
pp. 668-682
Author(s):  
Moudi Almousa ◽  
Byoungho Jin ◽  
Heesoon Yang ◽  
Naeun Kim
Keyword(s):  
Purchase Intention ◽  
Cell Phones ◽  
Product Category ◽  
Product Evaluation ◽  
The United States ◽  
Purchase Intentions ◽  
Country Image ◽  
Mediating Effects ◽  
Mediating Role ◽  
Managerial Implications

Although it is well accepted that country image plays a major role in product evaluation and purchase intention in the literature, there is insufficient evidence regarding the effects of country image dimensionality on purchase intentions by product category (handbags and cell phones) and country (the United States, Korea, Italy, and Malaysia). The current research investigates the mediating effects of micro country image on the relationship between macro country image and consumers’ purchase intentions. Moreover, it highlights how this mediated relationship differs by product category and country. Based on research findings for symbolic products (i.e., handbags), both macro and micro country image should be managed and communicated to consumers. However, for functional products (i.e., cell phones), only micro country image needs to be actively communicated to consumers because it has a direct influence on purchase intentions. Additionally, micro country image was found to play a full mediating role between macro country image and purchase intentions in case of cell phones. This article concludes with a discussion of theoretical and managerial implications and further research.

scholarly journals Exploring leadership in the context of dentistry in the UK

2016 ◽  
Vol 29 (2) ◽  
pp. 201-216 ◽  
Author(s):  
Stephen George Willcocks
Keyword(s):  
Leadership Development ◽  
Relevant Literature ◽  
Leadership Theory ◽  
Theory And Practice ◽  
Leadership Role ◽  
Limited Attention ◽  
Content Type ◽  
The Uk ◽  
Leadership Approaches ◽  
Recent Policy

Purpose The purpose of this paper is to explore selective leadership approaches in the context of dentistry in the UK. Design/methodology/approach This is a conceptual paper utilising published sources from relevant literature about leadership theory and practice and the policy background to dentistry in the UK. Findings This paper suggests that there is merit in identifying and applying an eclectic mix of leadership theory to the case of dentistry. It offers insight into individual aspects of the leadership role for dentists and applies this to the dental context. It also contrasts these individual approaches with shared leadership and suggests this may also be relevant to dentistry. It highlights the fact that leadership will be of growing concern for dentistry in the light of recent policy changes. Research limitations/implications This paper points out that there are developmental implications depending on the particular approach taken. It argues that leadership development will become increasingly important in dentistry in the UK. Originality/value This paper addresses a topic that has so far received limited attention in the literature.

Evolution of corporate social responsibility: two sets of explanation

2019 ◽  
Vol 16 (8) ◽  
pp. 1341-1356
Author(s):  
Supriti Mishra
Keyword(s):  
Corporate Social Responsibility ◽  
Social Responsibility ◽  
Growth Curves ◽  
Past Research ◽  
Historical Evolution ◽  
Developed Country ◽  
Content Type ◽  
The Usa ◽  
Two Phases ◽  
Corporate Social

Purpose This study aims to advance two sets of explanation on the evolution of corporate social responsibility (CSR) – one set of explanation in the context of a developed country, USA, and another in the context of a developing country, India. The discussion includes the period after mandatory CSR rules were implemented in India. Design/methodology/approach This is a conceptual paper on the historical evolution of CSR in the USA and India. It reviews the chronological evolution of CSR. It compares the phases of CSR evolution between the two countries by tracking their CSR growth curves. Findings This study divides the evolution of CSR in the USA into four phases – conceptualization, introduction, growth and consolidation. In the first two phases, the rate of growth in CSR increases at a decreasing rate; in the growth phase, it increases at an increasing rate which stabilizes in the consolidation phase. In the Indian context, the study considers a three phase growth – conceptualization, introduction and growth. In the first two phases, the growth in CSR curve is inelastic. In the third phase, the growth rate increases but at a rate less than that in the USA. Originality/value Though past research has examined historical evolution of CSR in the US context, scant research has tracked CSR evolution in India. Not many studies have compared the growth of CSR between developed and developing countries. This study also contributes the concept of CSR growth curves to the extant literature on CSR.

scholarly journals Lean and agile integration within offsite construction using discrete event simulation

2016 ◽  
Vol 16 (4) ◽  
pp. 483-525 ◽  
Author(s):  
Sherif Mostafa ◽  
Nicholas Chileshe ◽  
Tariq Abdelhamid
Keyword(s):  
Literature Review ◽  
Research Study ◽  
Relevant Literature ◽  
Discrete Event ◽  
Future Research ◽  
Limited Attention ◽  
Content Type ◽  
Research Framework ◽  
Event Simulation ◽  
Core Elements

Purpose The purpose of this study is to systematically analyse and synthesise the existing research published on offsite manufacturing/construction. The study aims to highlight and associate the core elements for adopting the offsite concept in different construction contexts. This ultimately facilitates the enhancement of the offsite uptake. Design/methodology/approach The research study was carried out through a systematic literature review (SLR). The SLR was conducted to identify and understand the existing themes in the offsite research landscape, evaluate contributions and compile knowledge, thereby identifying potential directions of future research. The grand electronic databases were explored to gather literature on the offsite concept, lean and agile principles and simulation. A total of 62 related articles published between 1992 and 2015 have been included in this study. The relevant literature was systematically analysed and synthesised to present the emerging offsite themes. Findings The descriptive and thematic analyses presented in this paper have identified related offsite research studies that have contributed to setting a firm foundation of the offsite concept in different construction contexts. Each of the 62 articles was examined for achieving the aim and objectives of this study, the method of data collection and coverage of offsite themes. The results of the analyses revealed that the articles mostly provide information on the offsite concept and its definitions (53 per cent) and offsite barriers and/or drivers (27 per cent). However, limited attention has been paid to the integration of lean and agile principles (13 per cent) and simulation (7 per cent) within the offsite concept, which are therefore more open to research within the offsite concept. Research limitations/implications The literature review highlights the main themes and components of the offsite construction concept. This forms a solid basis and motivation for researchers and practitioners to build on to enhance the uptake of the offsite concept in different contexts. This study also presents a research roadmap within the offsite concept, along with a recommendation for further research to be conducted using the research framework proposed in this study. The framework could lead to validation of using simulation to integrate lean and agile principles within the offsite concept. Originality/value This paper presents a systematic review of the literature related to offsite construction in different contexts. The emerging components, that is, offsite definitions, drivers and/or barriers, lean and agile principles and simulation have been highlighted and discussed thematically. A research framework that enables pursuit of the integration of lean and agile principles offsite through the lens of simulation has been proposed. The framework is expected to open up new opportunities on the effectiveness of offsite development in different contexts.

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