The Western brands in the minds of Vietnamese consumers

2015 ◽  
Vol 32 (5) ◽  
pp. 367-375 ◽  
Author(s):  
Hai Chung Pham ◽  
Barry Richards
Keyword(s):  
Lived Experience ◽  
Consumer Culture ◽  
Cultural Context ◽  
Brand Associations ◽  
Content Type ◽  
Self Image ◽  
Symbolic Meanings ◽  
Material Goods ◽  
Political Economic ◽  
Practical Implications

Purpose – This paper aims to explore the complexity and dynamics in the process of negotiation and re-negotiation of brand associations within a Vietnamese cultural context, focusing on the identity construction created through local consumption preferences. t It explores how Western brands are symbolically important in Vietnamese consumers’ self-image. Design/methodology/approach – A total of 600 Vietnamese youth between 18 and 35 years living in Hanoi and Ho Chi Minh City completed the survey. A projective technique (storytelling) was applied to elicit the hidden thoughts and motivations among respondents. Findings – Vietnamese consumers increasingly attach themselves to certain brands to affirm their desired identity. They believe in “material goods bring happiness”. The symbolic meanings of brands (which we describe around six themes) become very important in their patterns of consumption in shaping their lived experience and the way they want to communicate their self-images. Practical implications – The paper’s insights can be of value to marketing and advertising professionals and to those with responsibility for consumer regulation in emerging markets. Social implications – The paper contributes to our understanding of how socio-political tensions are played out and managed in consumer culture and identifies particular contradictions which may drive future changes. Originality/value – The paper reports on a study which uses a neglected method to provide the latest data on consumer culture in Vietnam and links features of consumption-based identity to the specific Vietnamese historical, political, economic and socio-cultural context.

scholarly journals Which cues cause consumers to perceive brands as more global? A conjoint analysis

2015 ◽  
Vol 32 (6) ◽  
pp. 606-626 ◽  
Author(s):  
Sarah De Meulenaer ◽  
Nathalie Dens ◽  
Patrick De Pelsmacker
Keyword(s):  
Cluster Analysis ◽  
Conjoint Analysis ◽  
Consumer Culture ◽  
Design Methodology ◽  
Product Category ◽  
Relative Importance ◽  
Brand Name ◽  
High Involvement ◽  
Content Type ◽  
Practical Implications

Purpose – The purpose of this paper is to investigate how the globalization (vs localization) of different cues (advertising copy, brand name, spokesperson, brand logo) influences consumers’ perceived brand globalness. Design/methodology/approach – The authors conducted conjoint analyses for two products differing in product category involvement (chocolates vs computer) with 200 consumers from the Netherlands. Additionally, based on cluster analysis, the authors divide respondents into two groups: local vs global consumer culture individuals, and the authors compare the results of the conjoint analysis for these two clusters. Findings – Advertising copy is most important in determining perceived brand globalness. The spokesperson and the brand logo determine perceived brand globalness more strongly for a low-involvement product, whereas the brand name is more important for a high-involvement product. Further, the spokesperson and the brand logo are relatively more important for global consumer culture individuals, while local consumer culture individuals find the brand name and advertising copy relatively more important. Practical implications – The most important cue to position a brand as global is the advertising copy. Brand managers of a low-involvement product and/or targeting global-minded consumers should concentrate on the spokesperson and the brand logo to position their brand. Managers of a high-involvement product and/or targeting local-minded people should focus on the brand name. Originality/value – While a number of researchers have emphasized the importance of perceived brand globalness for international consumer behavior, the present study is the first to the authors’ knowledge to investigate the relative importance of different cues in creating perceptions of brand globalness.

Framing the local food experience: a case study of a Finnish pop-up restaurant

2018 ◽  
Vol 120 (1) ◽  
pp. 133-145 ◽  
Author(s):  
Inari Aaltojärvi ◽  
Maija Kontukoski ◽  
Anu Hopia
Keyword(s):  
Cultural Context ◽  
Design Methodology ◽  
Local Food ◽  
Regional Identity ◽  
Research Setting ◽  
Content Type ◽  
Food Experience ◽  
Group Interviews ◽  
Practical Implications

Purpose The purpose of this paper is to analyse how Finnish customers at the pop-up restaurant event Trip to Province, which took place in South Ostrobothnia, Finland, make sense of the locality. Design/methodology/approach The data consist of 3 group interviews and 18 respondents, whose responses were analysed using a frame analysis. Findings Locality is discussed in the context of three frames: the immediate surroundings, the Finnish national ethos and the global discourses of food enthusiasts. The results show that, in terms of local food events, locality comprises not only food, but also place, people and cultural context conveying national and global elements. Research limitations/implications The data of this study are limited in size, and limited to the Finnish context. Practical implications Local food events could be promoted to locals and nearby residents, not just to tourists. With the design of the eating environment (music and visuals), the local food experience can be enhanced. Social implications Local food events strengthen the residents’ regional identity. Originality/value The research setting for this paper is original; the study takes part in the scarce discussion about gastronomic tourism in Finland. The study broadens the view that local food is just about food; regarding local food events, locality also entails place, people, nationality and globality.

Revealing the History and Archaeology of Fort St. Joseph

2019 ◽  
pp. 1-14
Author(s):  
Michael S. Nassaney
Keyword(s):  
Lived Experience ◽  
Research Design ◽  
Cultural Context ◽  
Fur Trade ◽  
Material Goods ◽  
Insight Into

This introduction provides the historical and cultural context and rationale for archaeological investigations at Fort St. Joseph. It includes discussions of the research design that has focused on understanding the multiethnic composition of the post, the identities of the Fort St. Joseph community, and the ways in which the Fort occupants participated in a fur trade society. It highlights how the material goods made, used, deposited, and discarded at Fort St. Joseph provide insight into the lived experience and identities of the site occupants as they negotiated the new conditions associated with colonialism and frontier life.

When face meets globalization

2019 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Haiyang Huang ◽  
Jiaxun He
Keyword(s):  
Emerging Markets ◽  
Cultural Values ◽  
Consumer Culture ◽  
Design Methodology ◽  
Content Type ◽  
Global Branding ◽  
The Common ◽  
Moderation Model ◽  
Using Data ◽  
Practical Implications

Purpose Synthesizing the unique Confucian cultural values and the common characteristics of emerging markets, the purpose of this paper is to examine how face drives consumers’ attitudes toward global consumer culture positioning (GCCP) as well as the moderating roles of social aggrandizement and susceptibility to normative influence (SNI). Design/methodology/approach The authors adopt the total effect moderation model to test the hypotheses using data collected from China. Findings The results show that face positively affects consumers’ attitudes toward GCCP through enhancing their pursuit for global myth. In addition, social aggrandizement positively moderates the influence of face on pursuit for global myth. SNI positively moderates the influence of pursuit for global myth on attitudes toward GCCP. Practical implications The findings of this study highlight the need to utilize local powers to promote brands globally and provide guidelines for “Think Globally, Act Locally” in Confucian societies. Originality/value This study represents an important step in the global branding literature regarding the advancement of culturally driven attitudes toward GCCP by taking root in the Confucian culture.

Brand expansion through reverse socialization: an example of iPhone in China

2020 ◽  
Vol 23 (1) ◽  
pp. 1-20
Author(s):  
Ruoshui Jiao ◽  
Jack Wei
Keyword(s):  
Design Methodology ◽  
Positive Influence ◽  
Cross Cultural ◽  
Cultural Barriers ◽  
Chinese Consumers ◽  
Content Type ◽  
Global Brands ◽  
Symbolic Meanings ◽  
Managerial Implications ◽  
Practical Implications

Purpose One of the greatest challenges that global brands face as they expand into new markets and segments is overcoming social and cultural barriers that prevent them from being accepted by consumers. By drawing on theories of Mead’s prefigurative cultures, reverse socialization and symbolic interactionism, this paper aims to investigate the process of reverse socialization, the antecedents and its impact on parents’ attitude toward the reverse socialized brand. Design/methodology/approach Using in-depth interviewing method, data were collected from 20 Chinese consumers by capturing the accounts of both parents and their children involved in reverse socialization. The interpretive content analysis was used to study the data. Findings Reverse socialization exerts positive influence on brand attitude and facilitates parents’ adoption of the socialized brand. The brand has acquired additional symbolic meanings for Chinese consumers, which in turn enhances self-brand connections among them. Practical implications Managerial implications include strategies for cross-cultural marketers to maximize the acceptance of brands by elderly consumers through reverse socialization and efficiently expand the brands’ market into more segments. Originality/value As the first research of its kind (to the authors’ knowledge), the findings fill a gap in the marketing literature by demonstrating adult children’s influence on parents through reverse socialization.

Women's progress in the Arab world: classroom–boardroom pipeline

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Linzi J Kemp
Keyword(s):  
Cultural Context ◽  
Arab World ◽  
Arab Countries ◽  
International Studies ◽  
Content Type ◽  
Company Policy ◽  
Study Results ◽  
Women On Boards ◽  
Conceptual Paper ◽  
Practical Implications

PurposeThe purpose of this conceptual paper was to investigate the contribution of the “Pipeline”, as a metaphor for building theory about Women-on-Boards (WoB) in the Arab world.Design/methodology/approachNarratives about women's progress in Arab countries were collected from a range of sources and content was analysed to identify emergent themes about pipeline.FindingsThemes were identified of the pipeline metaphor that explained phenomena and generated solutions to employ, retain and advance women to board directorships; from higher education (“bulging”/“bursting” pipeline) through employment (“leaking” pipeline) to boardroom (“blocked” pipeline).Research limitations/implicationsGeneralisation of these study results is limited by geographical context of this research. An implication is for further international studies on metaphor identification for women's progress.Practical implicationsRelevant metaphor-in-use required to generate company policy and praxis towards WoB in the Arab world.Originality/valueThe first academic study to investigate the value of metaphor for effect on women's progress in Arab countries. Novel metaphor identification is proposed to think and see women's experiences in cultural context.

Improving brand equity

2015 ◽  
Vol 31 (10) ◽  
pp. 9-11
Keyword(s):  
Brand Equity ◽  
Brand Loyalty ◽  
Design Methodology ◽  
Reading Time ◽  
Brand Awareness ◽  
Brand Associations ◽  
Content Type ◽  
Pertinent Information ◽  
Quality Dimensions ◽  
Practical Implications

Purpose – This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach – This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings – A growing perception among many consumers is that brands and products are becoming increasingly more homogenous. Firms thus face an even greater challenge in the quest to make their offerings stand out from the crowd. Given the fiercely competitive landscape, the importance of brand equity cannot be overstated. High levels of equity indicate a strong brand that will be able to make its presence felt in the marketplace. Brand equity is often conceptualized as incorporating brand associations, brand loyalty, brand awareness and perceived quality dimensions. Brand associations are regarded as particularly influential. Consumers form these associations based on their knowledge and experience of the brand. Practical implications – The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations. Originality/value – The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

scholarly journals “Sometimes the whole map is red”: applying geographical assessment methods to safeguard adolescents from harm in communities

2019 ◽  
Vol 19 (1) ◽  
pp. 35-47
Author(s):  
Jenny Lloyd
Keyword(s):  
Lived Experience ◽  
Child Protection ◽  
Assessment Methods ◽  
Original Research ◽  
Case Review ◽  
Content Type ◽  
Child Protection Service ◽  
The Uk ◽  
Policy Guidance ◽  
Practical Implications

Purpose The purpose of this paper is to explore the opportunities of geographical child protection assessment methods for adolescents victimised in extra-familial contexts. Design/methodology/approach Presenting empirical evidence from an action research study within one child protection service in the UK, the study draws upon qualitative data from practice observations, case review, training and five context assessments. Findings Safety mapping and neighbourhood observations provide options to assess extra-familial contexts. Findings reveal that these methods support practitioners to build local knowledge of areas supporting interventions into community places rooted in principles of child protection. Research limitations/implications While geographical methods are already used by the police to map the locations of crimes, these methods provide opportunities to account for young people’s own experiences of harm and support interventions into neighbourhood spaces supporting a contextual safeguarding approach to adolescent harm. Practical implications The paper highlights the need for further testing of contextual safeguarding approaches and policy guidance that outlines whose role it is to protect children in communities. Social implications Geographical assessment methods provide a route to engage with young people’s lived experience of place. And develop interventions that target contexts and not just individuals affected by extra-familial harm. Originality/value The paper presents original research into the use of geographical assessment methods to be used within a child protection framework.

The symbol of Saint Gióng and the Gióng festival in the historical context of Vietnam

2019 ◽  
Vol 9 (1) ◽  
pp. 37-45
Author(s):  
Hai Hong Dinh
Keyword(s):  
Cultural History ◽  
Cultural Context ◽  
Design Methodology ◽  
Historical Context ◽  
Modern Society ◽  
Core Element ◽  
Content Type ◽  
History Of ◽  
Gradual Transformation ◽  
Practical Implications

Purpose The purpose of this paper is to trace the way in which a popular ritual became one of Vietnam’s most important festivals, elevated as a celebration of national heroism and charts its gradual transformation in modern society. Design/methodology/approach This research focuses on the combination of a fertility rite and narratives of St Gióng based on nationalism or heroism created a special festival reflecting many traditional cultural characteristics of Vietnam and the Việt people and the transformation of St Gióng from a mythological to a national symbol of heroism in anti-invader history was recorded in texts. Findings The paper casts light on the mythologization and historicization of St Gióng in Vietnam’s particular historical context by decoding the Gióng symbol as a core element of the folktales and myths about St Gióng to understand the formation and development of St Gióng in the cultural history of Vietnam. Research limitations/implications The paper is not exploring the Gióng symbol within a larger cultural context of nationalism and ethnosymbolic approach in a comparison of national symbolism and heroism. Practical implications The paper includes implications for advised scholars to conduct further exploration of the symbol and myth of not only St Gióng in Vietnam but also Kubera in India and Vaisravana in China to connect Kubera, Vaisravana and St Gióng under the connection of literal myth and heroic symbol. Social implications The paper shows how processes of historicizing myth and mythologizing history are important features of Vietnamese socio-historical research. Originality/value The paper shows how a fertility rite became a historical festival and the figure of St Gióng became a symbol of patriotic heroism.

The possibilities of community redevelopment with Islamic finance

2019 ◽  
Vol 10 (2) ◽  
pp. 259-273
Author(s):  
Daniel Hummel ◽  
Ayesha Tahir Hashmi
Keyword(s):  
Economic Development ◽  
Local Economic Development ◽  
The State ◽  
Islamic Finance ◽  
Future Research ◽  
Tax Increment Financing ◽  
Content Type ◽  
The Usa ◽  
Political Economic ◽  
Practical Implications

Purpose The purpose of this paper is to explore the application of a profit and loss sharing approach to tax increment financing (TIF) districts in the USA. Design/methodology/approach A survey based on this approach was distributed to representatives of community redevelopment authorities (CRAs) in the State of Florida to ascertain practitioner feedback. Findings Although a majority of the respondents did not feel it was possible for political, economic and legal reasons, some did feel that it was a practical, reasonable and sustainable approach to financing projects for economic development. Some responses were correlated, with others indicating that certain beliefs framed their answers to the questions. Research limitations/implications The surveys were only distributed to CRAs in the State of Florida. Future research will need to include other CRAs in other states to make the findings more generalizable. In addition, the results are merely descriptive and are not an assessment of a successful application. Practical implications The need for more development in blighted areas of many cities across the USA will put emphasis on innovative approaches in financing this. The growth of Islamic finance in the USA and the regulatory framework for it might open a doorway for its application in this area. Originality/value This is the first attempt to apply an Islamic financing methodology to local economic development in the USA, with practitioner feedback.

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