Place branding-exploring knowledge and positioning choices across national boundaries

2017 ◽  
Vol 119 (8) ◽  
pp. 1915-1932 ◽  
Author(s):  
Tommaso Pucci ◽  
Elena Casprini ◽  
Samuel Rabino ◽  
Lorenzo Zanni
Keyword(s):  
Willingness To Pay ◽  
National Level ◽  
Place Branding ◽  
Product Knowledge ◽  
Old World ◽  
Content Type ◽  
National Differences ◽  
Premium Price ◽  
Regional Product ◽  
Cross National

Purpose The purpose of this paper is to examine the effects of the product-specific region-of-origin (ROO) and product-specific country-of-origin (COO) on the willingness to pay a premium price for a wine label designated as a superbrand by the Italian Government: the Chianti Classico. Design/methodology/approach The paper introduces the concept of “ROO-COO distance”, defined as the importance attributed to a product-specific ROO as compared to its COO. In order to better understand whether the construct “ROO-COO distance” influences the willingness to pay a premium price, the paper considers consumers’ cross-national differences and their knowledge, distinguishing among three types of knowledge: consumers’ subjective general product knowledge, consumers’ subjective country product knowledge and consumers’ regional product experience (PE). Four hypotheses were tested focussing on Chianti Classico – a premium wine – as related to its ROO and COO (Tuscany, Italy). The authors employed a sample of 4,254 consumers originating from New World countries (Australia, USA and Canada) and Old World countries (Germany, UK, Sweden and Belgium). Findings The findings confirm that a place-of-origin influence on price-related product evaluations is country specific. Furthermore, the moderating role of consumers’ subjective product knowledge and consumers’ region-related PEs differ across countries. The ROO-COO distance was found to positively affect only Old World consumers. It was established that respondents’ subjective country/product knowledge and consumers’ regional knowledge or PEs positively moderate this relationship. Originality/value The paper links the COO and ROO effects in a single framework and analyses it at the cross-national level, while also considering the moderating effect of consumer’s knowledge.

Environmental Behavior in Cross-National Perspective

2016 ◽  
Vol 49 (1) ◽  
pp. 31-58 ◽  
Author(s):  
Ignacio Pisano ◽  
Mark Lubell
Keyword(s):  
Environmental Behavior ◽  
National Level ◽  
Developed Countries ◽  
Education Development ◽  
Proenvironmental Behavior ◽  
Individual Level ◽  
Country Level ◽  
National Differences ◽  
Cultural Research ◽  
Cross National

This article seeks to explain cross-national differences on environmental behavior. After controlling for a series of sociodemographic and psychosocial factors, it was predicted that national levels of wealth, postmaterialism, education development, and environmental problems are positively related to environmental behavior. The national-level variance is to a substantial degree explained by individual-level variables, capturing compositional effects. The remaining variance is explained by the contextual-level variables. All of the country-level variables are predictors in the expected direction, with the exception of environmental degradation, which is negatively related to behavior, and education development, which has no impact on private environmental behavior. More importantly, cross-level interactions show that in more developed countries, there are stronger relationships between proecological attitudes and reported proenvironmental behavior. These findings contribute to the growing cross-cultural research on environmental behavior pointing out the necessity of simultaneously assessing the effects of both individual and contextual-level forces affecting behavior across nations.

How aspects of a wine’s place affect consumers’ authenticity perceptions and purchase intentions

2015 ◽  
Vol 27 (1) ◽  
pp. 61-78 ◽  
Author(s):  
Julie Moulard ◽  
Barry J. Babin ◽  
Mitch Griffin
Keyword(s):  
Willingness To Pay ◽  
New World ◽  
Country Of Origin ◽  
Purchase Intentions ◽  
Future Research ◽  
Specific Information ◽  
Old World ◽  
Content Type ◽  
Specific Description ◽  
Practical Implications

Purpose – The purpose of this paper is to explore how two aspects of place affect consumers’ authenticity perceptions of a wine and their willingness to pay for it. One aspect of place is the wine’s country of origin, specifically Old World versus New World wines. A second aspect of place is the technical terroir. A description of the terroir that is highly specific was expected to be perceived as more authentic and offer more value than a vague terroir description. Design/methodology/approach – A total of 109 US adults participated in an online 2 × 2 experiment in which authenticity, willingness to pay and expertise were measured. ANCOVA and MANCOVA were used to analyze the data. Findings – Subjects perceived the Old World wine as more authentic and were willing to pay more for it than the New World wine. Additionally, country of origin moderated the effect of terroir specificity on authenticity and willingness to pay. For New World wines, wine with specific information about the terroir was perceived as more authentic and more valuable than wine with vague terroir information. The opposite was found for the Old World wine. Finally, authenticity mediated the effect of this interaction on willingness to pay. Research limitations/implications – The sample limits generalizability, and the study design involved only a text description of the wine. While the description allowed control, future research should include a measure following an actual taste of the wine. Practical implications – The implications concern the strength of the Old World wine stereotypes and the means of marketing wines from less traditional wine-producing regions. The Old World wines provide a quality signal that need not be reinforced by a specific description of the technical terroir. In contrast, a specific description of the technical terroir may well send positive signals for wines from New World countries. Originality/value – This study is the first to empirically demonstrate that two different aspects of place influence a wine’s perceived authenticity.

Assessing cross-national differences in police officers' domestic violence attitudes

2020 ◽  
Vol 43 (3) ◽  
pp. 469-482
Author(s):  
Shannon Harper ◽  
Angela Gover ◽  
Samara McPhedran ◽  
Paul Mazerolle
Keyword(s):  
Domestic Violence ◽  
Law Enforcement ◽  
Police Officer ◽  
Male And Female ◽  
Content Type ◽  
National Differences ◽  
The Usa ◽  
Officer Attitudes ◽  
Female Officers ◽  
Cross National

PurposeComparative research provides a mechanism to understand how justice systems throughout the world operate. McPhedran et al. (2017) conducted a comparative examination of police officer attitudes about domestic violence (DV) in the USA and Australia and reported fairly high levels of agreement among male and female officers within each country. The current study builds on these findings by examining officer attitudes toward DV among male and female officers cross-nationally. This was accomplished by examining whether American and Australian male and female officers agree with one another on a number of DV issues.Design/methodology/approachTwo-way ANOVA was used to examine the effect of two factors (gender and country) on law enforcement officer attitudes about DV.FindingsThe results suggest that male and female officers from the USA and Australia significantly differ on 14 of 24 attitudes about DV with the greatest number of attitudinal differences found between American and Australian male officers.Research limitations/implicationsScholars who conduct future research examining police officer attitudes about DV should use the instrument from this study as a springboard to develop an updated survey in terms of content and one that would be applicable to cross-national analyses. Methodological study limitations are described in depth in McPhedran et al. (2017).Originality/valueWhile gender differences in attitudes have received scholarly attention, questions remain regarding the degree to which attitudes align among male and female officers across different countries. The current study seeks to fill these gaps in knowledge by examining attitudes about DV between American and Australian law enforcement officers.

Cultural factors of network inter-firm cooperation

2019 ◽  
Vol 29 (2) ◽  
pp. 103-116 ◽  
Author(s):  
Evgeny Popov ◽  
Jol Stoffers ◽  
Victoria Simonova
Keyword(s):  
Cultural Values ◽  
Global Economy ◽  
National Level ◽  
Cultural Analysis ◽  
Content Type ◽  
Cultural Properties ◽  
Firm Cooperation ◽  
Definition Of ◽  
Coordination Methods ◽  
Cross National

Purpose The purpose of this study is to specify cultural properties that influence inter-firm cooperation, advancing a conventional theoretical economic-based framework. Design/methodology/approach An evaluation of concepts related to parametric cultural assessment was the theoretical foundation for structural aspects of inter-firm collaboration, documented in an empirical study that investigates cross-cultural analysis. This study was based on research at a cross-national level, allowing cultural disparities to be captured. Therefore, the empirical basis was the sixth World Values Survey, which is the largest cross-national project for assessment of cultural values. Findings It was found that cultural properties, as freedom of choice; advancement of norms for equal dissemination of power; low perceived uncertainty; strategic orientation on the future; and spread norms of humanistic orientation would further develop inter-firm cooperation. Practical implications The current study specifies a systematic and practical definition of attributes in the culture of inter-firm collaboration. Advantages of such advanced frameworks are more sustainable collaboration models, decreased expenses of inter-firm coordination methods and possibilities for establishing network knowledge among collaborating firms – a necessity for competitive advantage in today’s global economy. Originality/value To the best of the authors’ knowledge, no previous research has been undertaken that specifies cultural properties influencing inter-firm cooperation, advancing a conventional theoretical economic-based framework.

Cross-national differences in complaint behavior: cultural or situational?

2018 ◽  
Vol 32 (7) ◽  
pp. 913-924 ◽  
Author(s):  
Jeffrey G. Blodgett ◽  
Aysen Bakir ◽  
Anna S. Mattila ◽  
Andrea Trujillo ◽  
Claudia Quintanilla ◽  
...  
Keyword(s):  
Perceived Risk ◽  
Situational Factors ◽  
Content Type ◽  
Consumer Complaint ◽  
National Differences ◽  
The World ◽  
The Usa ◽  
Complaint Behavior ◽  
Consumer Complaint Behavior ◽  
Cross National

Purpose Previous research indicates that dissatisfied consumers in other countries react differently as compared to those in the USA, due to their cultural orientation. These studies, however, have not recognized that retail policies (regarding returns and exchanges) in the USA are much more liberal and “consumer friendly” than in other parts of the world, and thus it is possible that their conclusions are flawed. The purpose of this study, therefore, was to determine the extent to which cross-national differences in complaint behavior are due to cultural vs situational factors. Design/methodology/approach To examine this issue, a two-part study was conducted. Study 1 compared consumers living in China, India and Mexico to cohorts who immigrated to the USA. Study 2 compared individuals from those same countries to subjects who are native to the USA. Findings The findings indicate that situational factors (i.e. consumer-oriented vs restrictive refund/return/exchange policies) have a large impact on consumer complaint behavior (i.e. redress, negative-word-of-mouth and exit), and that the effects of culture are minor. Research limitations/implications To infer cause-effect, and establish scientific theory, one must rule out alternative hypotheses. Researchers who are investigating cross-cultural complaint behavior must take situational factors into account. Practical implications With the emergence of “global consumers” consumer expectations around the world are changing. Astute retailers should institute and promote more liberal return policies, thereby mitigating consumers’ perceived risk. Originality/value This study dispels the notion that culture is responsible for differences in cross-national consumer complaint behavior.

A cross-national study of intergenerational influence: US and PRC

2018 ◽  
Vol 35 (1) ◽  
pp. 91-104
Author(s):  
Carter Mandrik ◽  
Yeqing Bao ◽  
Sijun Wang
Keyword(s):  
Survey Method ◽  
National Study ◽  
Brand Preference ◽  
Content Type ◽  
National Differences ◽  
Intergenerational Influence ◽  
The Usa ◽  
The Cross ◽  
Cross National ◽  
Brand Preferences

Purpose The purpose of this study is to examine the intergenerational influence across dyads of mothers and daughters from the USA and the People’s Republic of China (PRC), with a particular interest in discovering the cross-national differences in terms of the level of mother–daughter brand preference agreement, the directional influence from daughter to mother and leading factors for the observed differences. Design/methodology/approach Using a parallel survey method, responses were obtained regarding participants’ brand preferences, as well as their perceptions of their dyad partners’ preferences, for 20 product categories. A total of 76 dyads in the USA and 114 dyads in the PRC were collected. Findings Results not only confirmed the existence of intergenerational influence in mother–daughter dyads’ brand preferences after removing the nominal bias that previous studies commonly suffered but also suggested two interesting cross-national differences. Specifically, the authors find that US mother–daughter dyads possess a higher level of brand preference agreement than their PRC counterparts; however, the influence from daughters to mothers in the PRC is greater than in the USA. The authors further find that two potential leading factors contribute to the observed cross-national differences; mother–daughter communication is stronger but less influential in the USA than in the PRC, while children’s peer influence, measured as information influence of peers, is weaker but more influential in the USA than in the PRC. Research limitations/implications Understanding intergeneration influences in different cultural contexts may be applicable in developing communication strategies leading to brand preference. Originality/value This study contributes to the consumer socialization literature by examining the cross-national differences of intergenerational influence in brand preferences and their leading causes of such differences in the context of the two biggest economies.

Consumer segmentation and preference for indigenous chicken products

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Richard Kwasi Bannor ◽  
Steffen Abele ◽  
John K.M. Kuwornu ◽  
Helena Oppong-Kyeremeh ◽  
Ernest Darkwah Yeboah
Keyword(s):  
Willingness To Pay ◽  
Consumer Preference ◽  
Future Research ◽  
Probit Regression ◽  
Indigenous Chicken ◽  
Great Opportunity ◽  
Content Type ◽  
Factors Influencing ◽  
Consumer Segment ◽  
Premium Price

PurposeThis study examined consumer preference and willingness to pay a premium price for indigenous chicken products in Ghana.Design/methodology/approachData were obtained from 240 consumers in Ghana through the administration of a structured questionnaire. Probit regression was used to examine the factors influencing consumer preference for indigenous chicken products in Ghana. Ordered probit regression was employed to examine the factors influencing the percentage premium price a consumer is willing to pay for indigenous chicken products whereas the cluster analysis was used to segment the consumers.FindingsDifferent sets of factors were identified to have influenced the decision to purchase indigenous chicken products and the willingness to pay for a premium price. In total, four market segments were identified in this study: shopper consumer segment, the conventional or ethnocentric consumer segment, the privilege consumer segment and the pleasure-seeker consumer segment.Research limitations/implicationsThe important factors to learn from this study are the following: examining the critical success factors for the promotion of indigenous chicken products in Ghana is an excellent opportunity for future research. Second, the choice of locally-produced exotic breeds/strains of chicken meat has not been examined in this study. Therefore, a comparative study of consumer preference of the locally-produced exotic breeds/strains of chicken in Ghana is another great opportunity for further research.Originality/valueRegardless of the seemly opportunities in regional marketing, Ghana has not leveraged on this to promote a regional marketing brand for its local products – like indigenous chicken products – over imported chicken products. Besides, regionalism studies on agricultural products have received less attention in Ghana; therefore, this study contributes to a better understanding of consumer choice of indigenous chicken products, potentially, and the marketing of regional food products in Ghana.

The Role of Gender Regimes in Defining the Dimension, the Functioning and the Workforce Composition of Paid Domestic Work

2019 ◽  
Vol 122 (1) ◽  
pp. 95-117 ◽  
Author(s):  
Chiara Giordano
Keyword(s):  
Working Conditions ◽  
National Level ◽  
Domestic Work ◽  
Two Dimensions ◽  
Gender Regime ◽  
National Differences ◽  
Gender Regimes ◽  
Workforce Composition ◽  
The Impact ◽  
Cross National

In light of recent developments that have occurred in the domestic sector in Europe and the debate on the externalisation of domestic and care activities, this article explores the impact of the gender regime on paid domestic work. The gender regime is defined here as the combination of two dimensions: gender equality outcomes and the ‘gender contract’. The aim is to investigate whether the gender regime can contribute to explaining cross-national similarities and differences, in terms of the size of the domestic sector, its workforce composition—with a focus on the proportion of women and migrants—and its working conditions. The article shows the results of quantitative analyses conducted at the European level, which include the construction of a typology of gender regimes, based on selected indicators, and a descriptive comparative analysis of the domestic sector at national level, based on data from the 2015 European Union Labour Force Survey (EU-LFS). The findings suggest that the use of this typology of gender regimes can be a useful tool to explain cross-European differences in the domestic sector, but only regarding the size of the sector and the feminisation of the workforce. Concerning the proportion of migrants and working conditions in the domestic sector, no clear pattern emerges that can explain cross-national differences based on this typology.

scholarly journals Attitudes toward organic products: a cross-national comparison and scale validation

2020 ◽  
Vol 24 (1) ◽  
pp. 115-132
Author(s):  
Francisco Sarabia-Andreu ◽  
Francisco J. Sarabia-Sanchez ◽  
María Concepción Parra-Meroño ◽  
Pablo Moreno-Albaladejo
Keyword(s):  
Scale Validation ◽  
National Level ◽  
Reliability And Validity ◽  
Informed Choice ◽  
Third Party ◽  
Computer Assisted ◽  
Content Type ◽  
Starting Point ◽  
Organic Products ◽  
Cross National

Purpose This study aims to examine the formal and metric properties of Gil et al.’s (2000) scale of attitudes toward organic products, which is the most popular scale to measure these attitudes. Design/methodology/approach The sample consisted of 4,992 household shoppers living in Hong Kong, Germany, Norway, Spain and the UK. The questionnaire was distributed using a third-party consumer panel, and the fieldwork was conducted using computer-assisted Web interviewing. The approach was based on confirmatory factor analysis and measurement of invariance, as well as format analysis using a wording-syntactic and semantic descriptive method. Findings The scale reflects an attitude-toward-object model approach. Its use has been heavily varied (in terms of wording, item semantics and the attributes to be measured). A two-factor structure that meets the metric conditions (reliability and validity) is found. However, the analysis of invariance shows that the scale behaves differently in different countries. Research limitations/implications This scale offers a good starting point for measuring attitudes toward organic products. However, it requires refinement to adapt to consumer evolution and improve its metric validity. Verification of its applicability in cross-national studies is recommended. Originality/value To the best of the authors’ knowledge, this is the first study that assesses the format and quantitative characteristics of this scale on a cross-national level. For scholars and companies with international interests, preventing the use of scales with poor properties at the transnational level can improve the design of future studies and save money through a more informed choice of attitudinal scale.

scholarly journals Services marketing practices in diverse cultures: Canada compared to Qatar

2019 ◽  
Vol 33 (7) ◽  
pp. 771-782 ◽  
Author(s):  
Allam K. Abu Farha ◽  
Paul Sergius Koku ◽  
Sam O. Al-Kwifi ◽  
Zafar U. Ahmed
Keyword(s):  
Service Marketing ◽  
Service Firms ◽  
Marketing Practice ◽  
Content Type ◽  
Marketing Environment ◽  
National Differences ◽  
Two Stages ◽  
Diverse Cultures ◽  
Self Administered Questionnaire ◽  
Cross National

Purpose The service marketing literature has traditionally argued that the marketing practices of service firms that operate in diverse cultures should also differ. This paper aims to investigate this argument by examining the marketing practices of service firms in two highly diverse countries “Canada and Qatar” in the context of a contemporary conceptual framework. Design/methodology/approach Survey data were collected in both countries using a self-administered questionnaire that was used in previous contemporary marketing practice (CMP) studies. The data analysis was conducted in two stages. First, descriptive statistics were used to determine cross-national differences in the intensity of use of various CMP activities in Qatar compared to Canada. Second, cross-national differences in various combinations of marketing practices were identified using a cluster analysis. Findings The results indicate that service firms in both countries have more similarities than differences and that the overall patterns of marketing practices are similar. In addition, the firms’ marketing practices reflect aspects of all four marketing approaches rather than just one. Research limitations/implications The study was conducted in only two countries, thus generalisability of its findings and conclusions may not be possible. Practical implications The results of this study can help marketers to better understand the changing marketing environment and identify new marketing solutions when operating in different environments. Originality/value This study enhances the literature on service marketing and expands the application of the CMP framework to a new context that has not been addressed in previous studies.

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