Individualism, collectivism, and consumer animosity in emerging Asia: evidence from Korea

2017 ◽  
Vol 34 (4) ◽  
pp. 359-370 ◽  
Author(s):  
C. Min Han
Keyword(s):  
Design Methodology ◽  
Brand Choice ◽  
Emerging Countries ◽  
Purchase Intentions ◽  
Content Type ◽  
Consumer Animosity ◽  
Individualism And Collectivism ◽  
Consumer Values ◽  
Foreign Brands ◽  
And Behavior

Purpose This study aims to investigate how the consumer values of individualism and collectivism (IC) affect consumer animosity toward foreign brands in emerging Asia. Design/methodology/approach Surveys were conducted with Korean consumers on their animosity toward Japanese brands. Findings The study found that the IC value can precede consumer animosity and also moderate the effects of consumer animosity on purchase intentions. When horizontal and vertical dimensions of IC were examined, collectivism and vertical individualism were found to have strong effects on consumer animosity. In addition, both horizontal and vertical individualism negatively moderated the consumer animosity effects. Research limitations/implications The findings suggest that future consumers in Asia and perhaps other emerging countries as well may be less affected by consumer animosity in brand choice as they become more Westernized and individualistic. Originality/value This study may enhance the understanding on changing consumer animosity and behavior in emerging countries in general.

The changing nature of consumer animosity and cosmopolitanism among young, individualistic consumers in emerging Asia: evidence from China

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
C. Min Han ◽  
Xiao Wang ◽  
Hyojin Nam
Keyword(s):  
Consumer Behavior ◽  
Design Methodology ◽  
Purchase Intentions ◽  
Brand Attitudes ◽  
Online Surveys ◽  
Content Type ◽  
Consumer Animosity ◽  
Consumer Values ◽  
Foreign Brands

PurposeThis study is designed to address how rising individualism in emerging Asia changes consumer values and subsequent consumer behavior toward foreign brands. For this, we investigate consumer animosity (CA) and consumer cosmopolitanism (COS) in China and their impacts on consumer dispositions toward Japanese brands.Design/methodology/approachThe study hypothesizes that CA and COS mediate the effects of consumer individualism and age on brand attitudes and purchase intentions. Online surveys were conducted with 421 consumers in China.FindingsThe results indicate that consumers with individualistic values show favorable dispositions toward Japanese brands because of weak CA and strong COS values. In addition, the study found that younger consumers also harbor weak CA and do not avoid Japanese brands because of it. However, younger consumers were not found to be more cosmopolitan than their older counterparts.Originality/valueOur findings suggest that the modernization and individualization of a society can have impacts on consumer values in emerging Asia and that changes in consumer values among young and individualistic consumers can lead to increased preferences for foreign brands, especially brands from a country with historical animosity.

Ethical consumers' brand avoidance

2014 ◽  
Vol 23 (2) ◽  
pp. 114-120 ◽  
Author(s):  
Anne Rindell ◽  
Tore Strandvik ◽  
Kristoffer Wilén
Keyword(s):  
Design Methodology ◽  
Well Being ◽  
Two Dimensions ◽  
Qualitative Approach ◽  
Specific Group ◽  
Content Type ◽  
Ethical Concerns ◽  
Ethical Consumers ◽  
Consumer Values ◽  
Practical Implications

Purpose – The purpose of this paper is to explore ethical consumers' brand avoidance. The study contributes to brand-avoidance research by exploring what role consumers' ethical concerns play in their brand avoidance. Design/methodology/approach – A qualitative approach is adopted by interviewing 15 active members of organizations that represent ethical concerns for the well-being of animals, the environment and humans. Findings – The study indicates that consumers with a strong value-based perspective on consumption (such as ethical consumers) may reject brands in two different but interrelated ways. In essence, the study reveals characteristics of brand avoidance that have not been discussed in earlier research, in terms of two dimensions: persistency (persistent vs temporary) and explicitness (explicit vs latent). Practical implications – The study shows the importance of considering the phenomenon of brand avoidance, as it may reveal fundamental challenges in the market. These challenges may relate to consumer values that have not been regarded as important or that have been thought of as relating only to a specific group of consumers. Originality/value – The ethical consumers' views represent new insights into understanding brand avoidance.

Promoting authenticity through celebrity brands

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Amanda Kennedy ◽  
Stacey M. Baxter ◽  
Alicia Kulczynski
Keyword(s):  
Design Methodology ◽  
Consumer Attitudes ◽  
Purchase Intentions ◽  
Consumer Perceptions ◽  
Positive Outcomes ◽  
Content Type ◽  
Monetary Compensation ◽  
High Level ◽  
Practical Implications

Purpose This paper aims to examine the importance of celebrity brands in influencing consumer perceptions of celebrity authenticity, which drives positive consumer attitudes and intentions. In addition, the notion of low-celebrity investment is investigated as a factor that diminishes the positive outcomes associated with celebrity brands. Design/methodology/approach Study 1 examines the effect of brand situation (endorsement versus celebrity brand) on consumer attitudes and intentions. Studies 2 and 3 investigate the role of celebrity authenticity in explaining the effects observed in Study 1. Study 4 examines celebrity investment as a bound of the phenomenon. Findings Study 1 demonstrates that consumers report heightened attitudes and intentions towards celebrity brands when compared to endorsements. Studies 2 and 3 provide evidence that authenticity explains the effects observed in Study 1. Results of Study 4 show that when consumers are aware of low-celebrity investment, the celebrity is viewed as inauthentic regardless of brand situation. Research limitations/implications This research is limited as it focuses only on known celebrity endorsers who were matched with products that had a high level of fit. In addition, purchase intentions were measured as opposed to the study of actual purchase behaviour. Practical implications This research has important implications for the development of endorsements and celebrity brands by demonstrating that consumers view celebrities as authentic when they are involved with brands for reasons other than monetary compensation. Originality/value This research shows that consumers have heightened attitudes and intentions towards celebrity brands compared to endorsements. This research identifies celebrity authenticity as the process underlying the observed phenomenon. However, celebrity investment is identified as a boundary condition demonstrating that knowledge of low investment results in a celebrity being viewed as inauthentic.

Showing them the door (nicely): rejection discourses and practices of a global elite

2015 ◽  
Vol 11 (2) ◽  
pp. 189-206 ◽  
Author(s):  
Francois Goxe ◽  
Nathalie Belhoste
Keyword(s):  
Literature Review ◽  
Multinational Corporations ◽  
Design Methodology ◽  
Codes Of Conduct ◽  
Emerging Countries ◽  
Business Leaders ◽  
Management Research ◽  
Critical Approach ◽  
Content Type ◽  
Discursive Strategies

Purpose – The purpose of this paper is to contribute to a critical approach of the identification and rejection strategies in discourses and practices of a “global elite” of business leaders and managers. Design/methodology/approach – A literature review of mainstream and more critical management and sociology literature on global or transnational elites and classes is presented. The identification and rejection discursive strategies of some (French) multinational corporations’ managers and internationalization agents are then empirically and qualitatively observed and analyzed. Findings – The findings are interpreted under the following strategies: constructive strategies, reproductive and legitimizing strategies and exclusion strategies. Some members of the global elite deploy a cosmopolitan and welcoming discourse to not only identify legitimate members of that class but also turn this discourse into one of exclusion, that is, find ways through language, and practice, to exclude those they perceive as illegitimate. Research limitations/implications – Management research on global elites needs more critical thinking and reflexivity to avoid acting as a mere vector of global managerial doxa. Studying values, practices and reactions of other less “prestigious” classes confronted with those elites (small- and medium-sized enterprises’ entrepreneurs, individuals from emerging countries, etc.) may contribute to such perspective. Originality/value – The paper shows that the literature (in management) often speaks very highly of global elites. It identifies some dynamics of power between members of that/those classes and individuals who intend to join them and thus provides explanations about the elite’s unwritten codes of conduct, pre-requisites for consideration and inclusion and shows how global classes/elites discursively legitimize and exclude others.

Development and optimization of coffee gelato: a sensory perspective

2019 ◽  
Vol 121 (5) ◽  
pp. 1116-1124
Author(s):  
Maísa Mancini Matioli de Sousa ◽  
Fabio Antonialli ◽  
Rafaela Corrêa Pereira ◽  
Michele Nayara Ribeiro ◽  
Fabiana de Carvalho Pires ◽  
...  
Keyword(s):  
Design Methodology ◽  
Sensory Attributes ◽  
Purchase Intentions ◽  
Optimal Concentration ◽  
Consumer Acceptance ◽  
Specific Information ◽  
Content Type ◽  
Future Studies ◽  
Different Types ◽  
Soluble Coffee

PurposeThe purpose of this paper is to optimise and characterise the sensory aspects of gelatos flavoured with different types of coffee preparations (brewed, espresso and soluble), to select the most acceptable formulation and investigate the influence of hedonic claims on the consumer acceptance of this product.Design/methodology/approachFirst, the optimal concentration of each coffee type (brewed, soluble and espresso) to be added to the gelato was determined using the just-about-right scale. Second, the acceptance and purchase intentions towards gelatos flavoured with different concentrations of each type of coffee were determined. Finally, the most acceptable concentration for each flavour was selected based on purchase intentions and three other hedonic claims (i.e. texture, flavour and overall impression).FindingsThe estimated optimal concentrations of coffee (in relation to syrup) were found to be 111.09, 135.31 and 59.38 per cent for brewed, espresso and soluble coffee, respectively. Gelatos flavoured with soluble coffee were accepted more readily and associated with higher purchase intentions based on the evaluated sensory attributes (i.e. colour, taste, texture, softness and overall impression). The sensory perceptions towards these gelatos did not change significantly based on the evaluated hedonic claims (“coffee”, “soluble coffee” and “gourmet coffee”). This reveals that consumers may not be influenced by specific information and/or hedonic claims in the case of coffee gelatos.Originality/valueBesides encouraging the availability of a variety of coffee products on the market, this work also supports future studies aimed at the optimization of coffee products from a sensory perspective.

Effects of intuitive judgments on consumer assortment evaluations

2015 ◽  
Vol 32 (3) ◽  
pp. 137-144 ◽  
Author(s):  
Yolande Piris ◽  
Nathalie Guibert
Keyword(s):  
Decision Process ◽  
Design Methodology ◽  
Product Category ◽  
Purchase Intentions ◽  
Decision Processes ◽  
Content Type ◽  
Product Categories ◽  
Intuitive Judgments ◽  
Perceived Choice

Purpose – This paper aims to apply intuition theory to clarify consumers’ assortment evaluations. For each decision process, this paper explores how perceptions of organization and variety influence consumers’ attitudes and purchase intentions. Design/methodology/approach – In total, 504 observations were collected across three product categories. Perceived choice, time and expertise in the product category provide proxies to distinguish between intuitive and deliberative systems. The intuitive system further consists of intuition based on either expertise or heuristics. Findings – It was revealed that distinct decision processes (deliberative, intuitive based on expertise and intuitive based on heuristics) affect the link between assortment perceptions and consumers’ assortment evaluations. Consumers’ evaluations in deliberative- and heuristic-based intuitive systems rely more on perceptions of organization than of variety; whereas intuitive judgments based on expertise depend almost equally on both perceptions. Research limitations/implications – Some limitations have to be underlined. The approximations used could be more precise and are subjective in nature. Moreover, the ordinary product categories that were studied might encourage more intuitive decisions by consumers. If so, the deliberative mode of thinking might have been underrepresented in this sample. Originality/value – Despite the limitations, this research is, to our knowledge, the first to explore the influence of intuition theory on ordinary shopping and in particular on assortment perception. As such, it contributes to a deeper understanding of this theory in the field.

Perception of ESG criteria by mainstream investors: evidence from Tunisia

2019 ◽  
Vol 14 (5) ◽  
pp. 752-768 ◽  
Author(s):  
Souhir Khemir
Keyword(s):  
Design Methodology ◽  
Arab Spring ◽  
Emerging Countries ◽  
Investor Behavior ◽  
Allocation Decision ◽  
Structured Interviews ◽  
Content Type ◽  
Investment Allocation ◽  
The Arab Spring ◽  
Investment Choices

Purpose The purpose of this paper is to explore the perception of environmental, social and governance (ESG) criteria by mainstream investors in an emerging financial market, that of Tunisia, country at the origin of the Arab Spring. Design/methodology/approach A series of focus groups and semi-structured interviews were conducted with financial professionals. Findings Despite efforts by the Tunisian state to promote CSR and ESG criteria since the outbreak of the revolution of January 14th, 2011, the results show that these criteria are fairly well known by our interlocutors. As part of an investment allocation decision, the ESG criteria are considered as secondary to financial ones. The three criteria are classified as follows according to their usefulness in the investment choices of financial professionals: corporate governance, social and environmental. Research limitations/implications In addition to the subjective nature of the data collected, this research is limited to the input of only financial professionals. It does not inform us about ESG indicators that may influence the investment decisions of financial professionals, and thus this issue deserves further reflection. Originality/value This exploratory study sheds light on a little-explored topic in Tunisia, country at the origin of the Arab Spring. It contributes to the existing literature in the areas of investor behavior toward ESG criteria and adds to the limited literature in the area of emerging countries.

An investigation into gamification as a customer engagement experience environment

2015 ◽  
Vol 29 (6/7) ◽  
pp. 533-546 ◽  
Author(s):  
Tracy Harwood ◽  
Tony Garry
Keyword(s):  
Mixed Methods ◽  
Mixed Methods Research ◽  
Design Methodology ◽  
Participant Observation ◽  
Theoretical Perspective ◽  
Customer Engagement ◽  
Conceptual Foundation ◽  
Unit Of Analysis ◽  
Content Type ◽  
And Behavior

Purpose – This study aims to provide empirically generated insights into a gamification approach to online customer engagement and behavior (CE and CEB). There is a substantive discrepancy between popular coverage and empirically based research as to the effectiveness of virtual brand gamification in engaging customers. Design/methodology/approach – Using Samsung Nation as a unit of analysis, a mixed-methods research design using netnography and participant observation is adopted to address the research aim. Findings – Taken holistically, the findings identify key processes and outcomes of CE and CEB within virtual gamified platforms. Additionally, insights are provided into implementation flaws deriving from gamification that may potentially impact the CE experience. Originality/value – The contribution of this paper is twofold. First and from a theoretical perspective, it offers both a conceptual foundation and empirical-based evaluation of CE and CEB through a gamified brand platform. Second and from a pragmatic perspective, the conceptual model derived from this research may aid practitioners in developing more robust gamified CE strategies.

The effect of fairness preference on managerial entrenchment: an experimental analysis

2015 ◽  
Vol 6 (3) ◽  
pp. 312-334 ◽  
Author(s):  
Xiaoqin Niu ◽  
Bingxiang Li ◽  
Xiaodong Niu
Keyword(s):  
Theoretical Basis ◽  
Design Methodology ◽  
High Ability ◽  
Corporate Board ◽  
Content Type ◽  
Managerial Entrenchment ◽  
Set Up ◽  
And Behavior ◽  
Board Level ◽  
Higher Sensitivity

Purpose – The main purpose of this paper is to analyze the effect of fairness psychology on the motivation and behavior that drives managerial entrenchment. The paper also provides a theoretical basis to set up an effective incentive and restraining mechanism for corporations. Design/methodology/approach – This paper conducts an experiment to investigate the effect of fairness preference on managerial entrenchment in enterprises. Findings – The results of the experiment show that managers are very concerned about fair payoffs, i.e. the comparison of the principals’ earnings with managers’ market average levels of pay. The worse managers’ fairness preference becomes, the greater are the degrees of managerial entrenchment exhibited. In addition, a large payoff gap between managers and principals produces a higher sensitivity in high-ability managers, while a large payoff gap between managers and managers elsewhere in a market leads to a higher sensitivity in low-ability managers. Originality/value – This paper provides new insights into incentives and constraints affecting the behaviors of managers at the corporate board level. Maintaining equity between managers’ payoffs, principals’ earnings and managers’ market average pay levels can restrain both the entrenchment behavior of managers caused by unfair psychology and also the increasing costs of staff switching jobs, thus producing greater profits for companies.

Who is the purchaser of nutrition-labelled products?

2017 ◽  
Vol 119 (9) ◽  
pp. 1934-1952 ◽  
Author(s):  
Sinne Smed ◽  
Anna Kristina Edenbrandt ◽  
Pia Koch-Hansen ◽  
Leon Jansen
Keyword(s):  
The Netherlands ◽  
General Health ◽  
Design Methodology ◽  
Purchase Intentions ◽  
Demographic Characteristics ◽  
Lower Probability ◽  
Content Type ◽  
Probit Models ◽  
Product Choices ◽  
Households With Children

Purpose The purpose of this paper is to determine how the typical purchasers of products with nutrition symbols differ from other purchasers with respect to socio-demographic characteristics. Furthermore the authors examine if the typical purchaser is similar across six product types in Denmark and in the Netherlands. Design/methodology/approach The authors estimate probit models using a representative panel of households registering all their daily purchases during a year, three years after the introduction of a nutrition symbol in Denmark and the Netherlands (the Keyhole and the Choices). The purchase data are matched with information about labelling status. Other product and purchase characteristics, such as store-type and organic, are controlled for. Findings Households with children tend to have a lower probability of purchasing labelled products compared to other household types, while urbanity increases the probability. This holds both across countries and across products. In Denmark education is positively correlated with label purchase, while in the Netherlands it is income. Generally, the observable characteristics of the consumers are poor in explaining the probability of purchasing labelled products which suggests that other aspects as the underlying attitudes and general health awareness may be of greater importance in identifying these consumers. Originality/value There is a lack of studies analysing the effect of front-of-pack symbols on households’ product choices based on observed data as most previous studies are based on stated observation or purchase intentions.

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