Is country affinity applicable for domestic brands? The role of nation sentiment on consumers' self-brand connection with domestic vs foreign brands

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Reza Fazli-Salehi ◽  
Ivonne M. Torres ◽  
Rozbeh Madadi ◽  
Miguel Ángel Zúñiga
Keyword(s):  
Product Quality ◽  
Undergraduate Students ◽  
Television Industry ◽  
Content Type ◽  
Future Studies ◽  
Global Branding ◽  
The Us ◽  
Foreign Brands ◽  
Product Judgment

PurposeThe purpose of this study is to examine the effect of country affinity, ethnocentrism and product quality judgment on self-brand connection regarding both domestic and foreign brands.Design/methodology/approachThe study involved an online experiment and was conducted using online questionnaires. Sampling was done among undergraduate students of a Southwestern university in the US. The data was analyzed using SEM with PLS.FindingsThe results showed, for foreign brands, consumer self-brand connection increased through the effect of country affinity and product quality judgment. For domestic brands, self-brand connection was influenced by ethnocentrism (and not country affinity or product quality judgment).Research limitations/implicationsThis study only focused on one industry (i.e. Television industry), and the authors recommend future studies examine a broader range of industries. Moreover, other country related constructs such as national identity need to be examined in future studies.Practical implicationsMarketers focusing on global branding and international marketing can benefit from the findings of this paper by understanding the routes through which consumers build self-brand connections in foreign vs domestic settings. Additionally, marketers can, more effectively, invest their resources by focusing on the factors that can be influential (i.e. ethnocentrism for domestic brands vs country affinity and product judgment for foreign brands).Originality/valueThis study examines the effect of country affinity, ethnocentrism and product quality judgment for consumers' domestic country as well as a foreign country. Moreover, this study contributes toward the global branding literature by incorporating self-brand connection as a behavioral outcome.

Buy domestic or foreign brands? The moderating roles of decision focus and product quality

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Sherry Xueer Yu ◽  
Guang Zhou ◽  
Jing Huang
Keyword(s):  
Developing Countries ◽  
Product Quality ◽  
Consumer Preference ◽  
Moderating Effects ◽  
Content Type ◽  
Foreign Brand ◽  
Foreign Brands ◽  
General Preferences ◽  
Practical Implications

PurposeThis article sought to explore the effect of brand origin on consumer preference and examine the moderating effects of decision focus (buying for self vs buying for others) and product quality.Design/methodology/approachThe authors conducted two studies to test our hypotheses. In Study 1, the authors explored consumers' general preferences for domestic and foreign brands. Based on the evidence, Study 2 further explored the moderating roles of decision focus and product quality.FindingsIn general, consumers in developing countries prefer foreign brands. The effect can be moderated by the decision focus that this preference will be more obvious when consumers buy for others than when they buy for themselves. Product quality can also moderate the role of decision focus; in other words, consumers' preference for foreign brand when buying for others will be stronger when the product quality is low than when the product quality is high.Practical implicationsForeign brands have a natural appeal to local consumers in developing countries. Moreover, foreign brands can also invoke consumers' awareness of buying for others (such as giving gifts) to boost sales. Domestic brands are at a disadvantage comparing to foreign brands, but they can increase their attractiveness by invoking consumers' awareness of rewarding themselves. In addition, domestic brands need to improve product quality to fundamentally improve their competitiveness.Originality/valueThe research contributed to literature by combining decision focus and product quality in studying consumer preference for domestic and foreign brands from the perspective of construal level theory, which provides valuable insights in the field of international marketing and consumer behavior.

scholarly journals Using spotlight effect to curb counterfeit consumption – an experimental investigation

2015 ◽  
Vol 33 (4) ◽  
pp. 556-574 ◽  
Author(s):  
Lingjing Zhan ◽  
Piyush Sharma ◽  
Ricky Y. K. Chan
Keyword(s):  
Undergraduate Students ◽  
Experimental Studies ◽  
Social Consequences ◽  
Probability Estimate ◽  
Content Type ◽  
Outcome Severity ◽  
Target User ◽  
Egocentric Bias ◽  
Spotlight Effect

Purpose – The purpose of this paper is to investigate how counterfeit users estimate the probability of being detected and how this probability affects their counterfeit consumption behaviour. Specifically, it addresses three questions: do perceived social consequences influence counterfeit users’ probability estimate of being detected? What is the psychological mechanism underlying the estimation of this probability? And how does this probability estimate affect counterfeit purchase and usage intentions? Design/methodology/approach – The authors used three scenario-based experimental studies with university students in Hong Kong, a place where counterfeit products are widely available. First study used a factitious brand of jeans as the stimulus and the other two studies used a Ralph Lauren polo shirt. In each study, the authors measured participants’ responses towards counterfeit purchase and the probability of being detected after they read the relevant brand information and had a close-up view of the attributes in the genuine and counterfeit versions. Findings – The authors found that counterfeit users are susceptible to a pessimism bias such that they estimate a higher probability of being detected when they judge the outcome of being detected as more severe and this bias is driven by the spotlight effect in that counterfeit users judging the outcome as more severe tend to perceive that others pay more attention to their counterfeit usage. Moreover, this pessimism bias is mitigated when the target user is another person instead of oneself, thus suggesting the egocentric nature of the bias. Research limitations/implications – The authors used undergraduate students and scenario-based experimental approach in all the studies that may limit the generalisability of the findings. Practical implications – The results suggest that brand managers should emphasise the importance of negative social consequences and highlight the role of outcome severity and egocentric bias in their advertising and communication programmes in order to curb counterfeit consumption. Originality/value – The research contributes to the growing literature on counterfeit consumption by studying the process underlying estimation of the probability of being detected by others, an important but often neglected factor that influences counterfeit purchase decision. The authors also highlight the role of outcome severity and egocentric bias in this process.

Web-store image dimensions and online retail customer loyalty: investigating mediators and moderators

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pavleen Soni
Keyword(s):  
Customer Satisfaction ◽  
Product Quality ◽  
Customer Loyalty ◽  
Online Retail ◽  
Content Type ◽  
Design Elements ◽  
Purchase Frequency ◽  
Store Design ◽  
Serial Mediation

PurposeIn an era of burgeoning activity in online retail in India, the role of web-store design is paramount. Web-store design elements such as website functionality, brand assortment and product quality are expected to generate customer loyalty.Design/methodology/approachUsing data collected from 553 students from two universities in north India, the present study investigates the indirect effect of web-store dimensions (through website functionality, brand assortment and product quality) on online store loyalty via an enjoyment state (flow) and customer satisfaction. Serial mediation has been analysed through PROCESS macro developed by Hayes version 3.0. In addition to this, the moderating role of gender and purchase frequency has also been investigated.FindingsThe present study renders support to serial mediation between website functionality, flow, customer satisfaction and loyalty. However, the path between brand assortment and loyalty is more strongly mediated by customer satisfaction only. Males experience less flow as compared to females while handling brand assortment on websites. The three-way interaction between brand assortment, gender and purchase frequency is also statistically significant.Originality/valueThe study examines the manner in which online retailers can choose to build customer loyalty when they try to build retail image using web store functionality and /or product/brand assortments. The study offers insights to retailers about how and when to focus on hedonism versus customer satisfaction or both of them in conjunction to enhance customer loyalty. This study is important as it investigates the relationships in Indian scenario witnessing a high rate of growth in online retail which can tremendously affect these relationships.

Are stable cryptocurrencies exempted from impossible trinity?

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Dimitrios Koutsoupakis
Keyword(s):  
Exchange Rate ◽  
Peer Review ◽  
Price Variation ◽  
Content Type ◽  
The Us ◽  
Us Dollar ◽  
Asset Classes ◽  
Complete Catalogue ◽  
Empirical Framework

PurposeWhile monetary autonomy is self-explanatory for cryptocurrencies such as Bitcoin with predetermined supply path, it is of great interest to probe into the monetary structures of Stablecoins. In these supply contracts and expands and capital restrictions apply due to the existence of reserves as the exchange rate arrangement adheres to a price rule.Design/methodology/approachEver since the launch of Bitcoin and its offspring, examination of cryptocurrencies' trading activity from the empirical finance viewpoint has received much attention and continues to do so. The particular monetary arrangements found in Stable cryptocurrencies (colloquially referred to as Stablecoins), however, have not been properly (1) classified and (2) studied within an empirical international finance and banking context. This paper provides an empirical framework analogous to Impossible Trinity for exploring monetary arrangements across Stablecoins wherein reserves are held as price stability is targeted.FindingsThe study findings of existence of the degree of achievement along the three dimensions of the Impossible Trinity hypothesis, namely monetary independence, exchange rate stability and financial openness for a representative sample able to cover all varieties of Stablecoins, provide fresh empirical insights and arguments to this growing literature with respect to the success of their embedded exchange rate stabilization mechanisms. While the hypothesis can be supported for all cryptocurrencies in question, the trade-off combination among exchange rate stability, capital openness and monetary independence varies with the categorical types of Stablecoins.Research limitations/implicationsIf Stable cryptocurrencies, therefore, claim the role of global monetary assets freed from sovereign limits and national boundaries, it is critical to explore whether they adhere to traditional monetary frameworks. It goes without saying that in this work the author does not use a complete catalogue of all the available Stablecoins, rather a complete catalogue of all the possible asset classes of Stablecoins. While there is a significant difficulty in finding Algorithmic Stablecoins and, so far, there is plethora of Stable Token initiatives, a broader sample to further examine these under this paper's empirical framework is suggested. Enrichment of the robustness analysis by constructing additional proxies, possibly building time series for the proposed cmo1 subindex and using additional estimation methods is encouraged.Practical implicationsStablecoins have been developed aiming to address the issue of excessive price variation in cryptocurrencies such as Bitcoin. Holders of Stablecoins enjoy the combined advantages of using a blockchain-based digital infrastructure in fulfilling the functions of store of value and media of exchange and of using a traditional currency, which merely plays the role of the unit of account (and in some circumstances the trusted reserve to which is convertible to). Understanding the varieties of Stablecoins and quantifying the components for success of their price stabilization may result in designing better Stablecoins.Social implicationsBlockchain and cryptocurrencies have introduced new challenges to money and banking. Cryptocurrencies, which independently float such as Bitcoin, have gained the interest so far due to price variation that allows for gains. But these should be by far not considered to be a substitute to traditional means of payment. Lately, Stablecoins have increasingly gained attention for that USD Tether/Bitcoin pair (a Stablecoin pegged to the US dollar at parity) has outrun the US dollar/Bitcoin pair as the most traded pair in digital exchanges marking the strong position and high demand for Stablecoins.Originality/valueThis approach uncovers the varieties of Stablecoins with respect to their monetary constraints compared to the rest of the cryptocurrencies, which independently float. In this paper, the author provides a conceptual framework for the analysis of the exchange rate mechanisms conditional on Stablecoin asset classes accompanied with an empirical study from the monetary viewpoint. This is the first work in this attempt. The empirical framework employed is analogous to the traditional theory of international monetary economics referred to as Impossible Trinityz.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/JES-06-2020-0279

When do consumers value ethical attributes? The role of perceived quality in gift-giving

2020 ◽  
Vol 55 (1) ◽  
pp. 315-335
Author(s):  
Gopal Das ◽  
John Peloza ◽  
Geetika Varshneya ◽  
Todd Green
Keyword(s):  
Product Quality ◽  
Field Study ◽  
Underlying Mechanism ◽  
Perceived Quality ◽  
Societal Implications ◽  
Gift Giving ◽  
Content Type ◽  
Non Profit ◽  
Product Categories

Purpose Although research demonstrates the importance of ethical product attributes for consumers, a prior study has not examined the role of consumption target (i.e. self-purchases vs gift-giving) on consumers’ preference for products with ethical attributes. Notably, consumers’ preference for quality can differ between self-purchases and gifts, and the presence of ethical attributes can impact product quality perceptions. The purpose of this paper is to examine how the presence of ethical attributes alters decision-making in a gift-giving context using perceptions of product quality as an explanatory variable for these differences. Design/methodology/approach One field study and two controlled experiments test the proposed hypotheses. The experiments were conducted across different product categories and samples. Findings Results showed that the presence of an ethical attribute leads to higher purchase intentions for products in a gift-giving context compared to self-purchase. Perceived quality mediates this effect. Further process evidence through moderation, including resource synergy beliefs, support the findings. This paper discusses the theoretical, managerial and societal implications of these results. Research limitations/implications Although care was taken to select products to enhance generalizability, the studies presented here are limited to two products. Further, although the present research includes a field study with actual charity-related purchases, the role of time pressures is not explicitly explored. Finally, the role of brand-self connections is not explored in the current research. The ability for a donor to integrate the mission of a charity into their self-perception or the potential for social normative influences to impact behaviors remains open for exploration. Practical implications Charities are facing increasing pressures to raise sustainable funds to support their missions. The research provides guidance to marketers and fundraisers in the non-profit sector that allows them to direct more focused fundraising appeals to donors and adapt their fundraising efforts to create a fit between their audience and fundraising appeals. Originality/value This research demonstrates that consumption target (purchasing for the self versus purchasing for others) is a vital contextual factor that influences customer preference for ethical attributes. These results complement the extant literature by exploring the underlying mechanism behind consumers’ responses to the ethical attributes in the case of self-purchase and other-purchase. The underlying effect is supported theoretically by resource synergy beliefs.

Consumer based brand equity in the 21st century: an examination of the role of social media marketing

2016 ◽  
Vol 17 (3) ◽  
pp. 243-255 ◽  
Author(s):  
Atefeh Yazdanparast ◽  
Mathew Joseph ◽  
Fernanda Muniz
Keyword(s):  
College Students ◽  
Social Media ◽  
Undergraduate Students ◽  
Brand Equity ◽  
Social Media Marketing ◽  
Content Type ◽  
Research Population ◽  
The Cost ◽  
The Impact

Purpose The present research investigates the influence of brand-based social media marketing (SMM) activities on metrics of consumer-based brand equity (CBBE). Specifically, the study examines the role of consumer-brand social media experiences on attitude toward SMM activities of brands and its consequent impact on brand perceptions. Design/methodology/approach Paper-and-pencil surveys were administered to undergraduate students in a Southwestern university in exchange for extra credit. Survey questions were adapted from previously validated scales, and measurement adaptations were minimal and only related to the context of questions to assure their relevance with the context of this study. Bi-variate correlation, bootstrapping technique, Sobel test, ANOVA and linear regression were used to test the hypotheses. Findings The results indicate that brand-based SMM is essential in impacting consumers’ attitudes toward brands and consequently, CBBE reflected via perceived value for the cost, perceived uniqueness and the willingness to pay a price premium for a brand. Additionally, the main reason for individuals to use social media impacts their attitudes toward and receptiveness of SMM activities of brands. Research limitations/implications This study used a sample of college students to address the research questions. Considering the higher adoption rate and interest in social media among younger consumer groups, the results may not be representative of the entire population. Much of the existing research on social media, however, has focused on undergraduate college students and is primarily based on studies utilizing the similar research population. Originality/value The present research is one of the few studies that empirically examine the impact of consumer-brand interactions/experiences on consumers’ attitudes toward SMM activities of brands, as well as brand-related knowledge and perceptions as reflected by CBBE. The results indicate that the CBBE model of the twenty-first century should incorporate the role of brand-based SMM activities as facilitators of brand knowledge (i.e. brand awareness and brand image) by reinforcing or even shaping important brand-based associations.

scholarly journals Institutional discrimination of women and workplace harassment of female expatriates

2018 ◽  
Vol 6 (1) ◽  
pp. 40-58 ◽  
Author(s):  
Benjamin Bader ◽  
Sebastian Stoermer ◽  
Anna Katharina Bader ◽  
Tassilo Schuster
Keyword(s):  
Job Satisfaction ◽  
Boundary Condition ◽  
Job Stress ◽  
Gender Discrimination ◽  
Gender Harassment ◽  
Host Countries ◽  
Content Type ◽  
Institutional Level ◽  
Future Studies

Purpose The purpose of this paper is to investigate workplace gender harassment of female expatriates across 25 host countries and consider the role of institutional-level gender discrimination as a boundary condition. Further, the study investigates the effects of workplace gender harassment on frustration and job satisfaction and general job stress as a moderator. Design/methodology/approach The sample is comprised of 160 expatriates residing in 25 host countries. The authors test the model using partial least-squares structural equation modeling. Findings The results show that female expatriates experience more workplace gender harassment than male expatriates. This effect is particularly pronounced in host countries with strong institutional-level gender discrimination. Moreover, the authors found significant main effects of gender harassment on expatriates’ frustration and job satisfaction. Further, the authors identified a significant association between frustration and job satisfaction. No significant moderation effect of general job stress was found. Research limitations/implications The study’s data are cross-sectional. Future studies are encouraged to use longitudinal research designs. Further, future studies could center on perpetrators of harassment, different manifestations of harassment, and effective countermeasures. Practical implications The study raises awareness on the challenges of harassment of female expatriates and the role of the host country context. Further, the study shows the detrimental effects of gender harassment on female expatriates’ job satisfaction which is a central predictor of variables crucial to international assignments, for example, performance or assignment completion. Originality/value The study is among the first endeavors to include institutional-level gender discrimination as a boundary condition of workplace gender harassment of female expatriates, and therefore puts the interplay between macro- and micro-level processes into perspective.

Examining the mediating role of learning engagement, learning process and learning experience on the learning outcomes through localized real case studies

2014 ◽  
Vol 56 (4) ◽  
pp. 287-302 ◽  
Author(s):  
Mathews Nkhoma ◽  
Narumon Sriratanaviriyakul ◽  
Hiep Pham Cong ◽  
Tri Khai Lam
Keyword(s):  
Learning Outcomes ◽  
Case Studies ◽  
Undergraduate Students ◽  
Learning Process ◽  
Learning Experience ◽  
Learning Engagement ◽  
Content Type ◽  
Mediating Role

Purpose – The purpose of this paper is to understand the impact of real, localized case studies on students’ learning engagement, the learning process and learning experience and the role of such case studies in influencing students’ learning outcomes. Design/methodology/approach – Data were collected from 400 undergraduate students through an online questionnaire immediately after discussion of the case in Business Information Systems classes. Student learning from the case study was measured by two components consisting of case knowledge and case perceptions. The student course engagement questionnaire was used to examine engagement in skills, emotions, participation and performance while the study process questionnaire was administered to assess students’ learning approaches. Additionally, the seven predominant roles of the feedback were used to analyse students’ learning experience. Finally, students’ learning outcomes were assessed both in group performance and individual performance. Structure equation modelling was applied to test the causal model. Findings – The results revealed that the case study had a positive influence on students’ engagement in skills and emotions. Moreover, case perceptions led students to surface approach in their learning. Furthermore, case knowledge had a positive impact on the learning experience. Research limitations/implications – The study suggests that localized case studies should be designed cautiously. Furthermore the method of instruction regarding the method must be clearly explained for undergraduate students. Future research should consider a way of evaluating academic achievement as a result of using localized cases. Originality/value – The findings reported in the paper contributed to an area of educational research by emphasizing on the mediating role of learning engagement, the learning process and the learning experience.

scholarly journals Situational antecedents to organizational identification and the role of supervisor support

2020 ◽  
Vol 17 (3) ◽  
pp. 153-166 ◽  
Author(s):  
Matthew Valle ◽  
Martha C. Andrews ◽  
K. Michele Kacmar
Keyword(s):  
Procedural Justice ◽  
Undergraduate Students ◽  
Organizational Identification ◽  
Structural Equation ◽  
Mediating Effect ◽  
Equation Modeling ◽  
Full Time ◽  
Content Type ◽  
Training Opportunities

Purpose The purpose of this paper is to examine the effects of procedural justice, training opportunities and innovation on job satisfaction and affiliation commitment via the mediating effect of organizational identification. The authors also explored the moderating role of satisfaction with supervisor on the relationship between the antecedents and organizational identification as well as its moderating effect on the mediational chain. Design/methodology/approach The authors used structural equation modeling techniques, using MPLUS 7.4, to analyze data collected from 247 full-time employees who were recruited by undergraduate students attending a private university in the Southeast region of the USA. Findings Results demonstrated that the indirect effects for procedural justice and training opportunities as predictors were significant, while none of the paths for innovation as a predictor were significant. Satisfaction with supervisor moderated the relationships between procedural justice and organizational identification and innovation and organizational identification. Originality/value This research expands the nomological network concerning antecedents and consequences of organizational identification. It also explores the role of satisfaction with one’s supervisor, as this can affect identification with the organization. This research provides support for the notion that stronger employee–organization relationships lead to positive individual and organizational outcomes.

scholarly journals Network analysis: emergence, criticism and recent trends

2019 ◽  
Vol 54 (4) ◽  
pp. 533-547 ◽  
Author(s):  
Charles Kirschbaum
Keyword(s):  
Social Capital ◽  
Network Analysis ◽  
Design Methodology ◽  
Social Ties ◽  
Research Area ◽  
Organizational Studies ◽  
Content Type ◽  
Future Studies ◽  
Recent Trends

Purpose Network analysis is a well consolidated research area in several disciplines. Within management and organizational studies, network scholars consolidated a set of research practices that allowed ease of data collection, high inter case comparability, establishment of nomological laws and commitment to social capital motivation. This paper aims to elicit the criticism it has received and highlight the unsettled lacunae. Design/methodology/approach This paper sheds light on Network Analysis’s breakthroughs, while showing how its scholars innovated by responding to critics, and identifying outstanding debates. Findings The paper identifies and discusses three streams of criticism that are still outstanding: the role of human agency, the meaning of social ties and the treatment of temporality. Originality/value This paper brings to fore current debates within the Network Analysis community, highlighting areas where future studies might contribute.

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