A cross-cultural study of staying reasons of American brands

2019 ◽  
Vol 10 (1) ◽  
pp. 249-268 ◽  
Author(s):  
Munazza Saeed ◽  
Ilhaamie Abdul Ghani Azmi
Keyword(s):  
Cultural Study ◽  
Design Methodology ◽  
Cross Cultural ◽  
Content Type ◽  
Cross Cultural Study ◽  
Brand Switching ◽  
Switching Behaviour ◽  
Switching Barriers ◽  
Different Cultures ◽  
Practical Implications

Purpose Although researchers have investigated thoroughly the consumer’s brand switching behaviour, the probability of confusion regarding “brand switching” is a less travelled road so far. Therefore, the purpose of current study is to investigate and highlight the underlying convincing parameters in relation to not switching from American brands within the context of millennial Muslim consumers in Pakistan and Malaysia. Design/methodology/approach Data were collected from 704 consumers living in two divergent cultures, who were asked about American brands. Two categories of “reasons to stay” were examined: switching barriers and affirmatory factors. Findings The main discovery was that staying reasons for specific brands could be different in two different cultures, but they influence the ultimate brand switching behaviour. Practical implications This study is important for those firms who have many prospective switchers because it is important to understand why these customers stay and discover to what extent such firms can discourage such consumers from leaving, in both positive and negative ways. Originality/value This is the first paper of its kind that examines the brand switching behaviour of millennial Muslim consumers.

The nexus between customer equity and brand switching behaviour of millennial Muslim consumers

2019 ◽  
Vol 8 (1) ◽  
pp. 62-80 ◽  
Author(s):  
Munazza Saeed ◽  
Ilhaamie Binti Abdul Ghani Azmi
Keyword(s):  
Structural Equation ◽  
Customer Equity ◽  
Content Type ◽  
Brand Switching ◽  
Equation Modelling ◽  
Switching Behaviour ◽  
Cluster Probability ◽  
Different Cultures ◽  
Self Administered Questionnaire ◽  
Practical Implications

Purpose The purpose of this paper is to examine the influence of customer equity on the brand-switching behaviour of millennial Muslim consumers in Pakistan and Malaysia using the theory of planned behaviour framework. Design/methodology/approach Data were collected from 706 millennial Muslim consumers from two universities in each country through a self-administered questionnaire using a multi-cluster probability sampling and were analysed using structural equation modelling. Findings The findings demonstrate that the customer equity dimensions (awareness of American brands, perceived quality and image of American brands) are significantly different between the two countries, and moreover, customer equity strongly influences the brand-switching intention behaviour in both countries, and this consequently influences the actual brand-switching behaviour. Practical implications This study is important for those firms who have many prospective switchers and Muslim consumers, because it is essential to understand why brand-switching behaviour occurs, and to what extent such firms can discourage such consumers from leaving the brand. Originality/value This is the first paper of its kind to examine the brand-switching behaviour of millennial Muslim consumers in two different cultures.

Career satisfaction antecedents of professional accounting returnees in international workplaces: an employee experience perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Nga Thi Thuy Ho ◽  
Hung Trong Hoang ◽  
Pi-Shen Seet ◽  
Janice Jones ◽  
Nhat Tan Pham
Keyword(s):  
Design Methodology ◽  
Career Satisfaction ◽  
Home Country ◽  
Well Being ◽  
Cross Cultural ◽  
Cultural Work ◽  
Content Type ◽  
Different Types ◽  
Employee Experience ◽  
Practical Implications

PurposeThe purpose of this study is to examine the determinants of career satisfaction of professional accounting returnees who have studied and/or worked abroad and then returned to work in different types of international workplaces in their home country.Design/methodology/approachA survey of professional accounting returnees in Vietnam was undertaken and multiple regression analysis was applied to test the proposed relationships.FindingsThis study finds that career satisfaction is affected by career fit, career sacrifice, types of international workplaces (domestically headquartered firms versus globally headquartered firms) and cross-cultural work readjustment. Further, cross-cultural work readjustment partially mediates the effect of career fit and career sacrifice on career satisfaction.Practical implicationsThe research provides the basis for designing career-related employee experiences to support career satisfaction of professional accounting returnees.Originality/valueThis study integrates dimensions of career embeddedness with cross-cultural work readjustment and employee experiences, which are normally studied separately, in different types of international workplaces. It contributes to the limited research on contributors to well-being in the form of career satisfaction among professional returnees in an emerging economy.

The impact of support on growth in teacher-efficacy: a cross-cultural study

2019 ◽  
Vol 33 (4) ◽  
pp. 753-767
Author(s):  
Tomas Jungert ◽  
Rickard Östergren ◽  
Nathalie Houlfort ◽  
Richard Koestner
Keyword(s):  
Teacher Efficacy ◽  
Cultural Study ◽  
Structural Equation ◽  
Organizational Outcomes ◽  
School Management ◽  
Cross Cultural ◽  
Equation Modeling ◽  
Content Type ◽  
Cross Cultural Study ◽  
The Impact

Purpose Perceived support from co-workers and managers is important for many organizational outcomes. However, the benefit of competence support from colleagues and school management on personal teacher efficacy has not been investigated. The purpose of this paper is twofold: first, to investigate the impact of competence support from colleagues and the school management on growth in teacher efficacy and second, to investigate cultural differences (Canada and Sweden). Design/methodology/approach The authors administered an inventory measuring support for competence and personal teacher efficacy to over 400 teachers in Canada and Sweden at 27 schools, at two times. Time 1 took place at the first week of a fall semester and Time 2 at the end of the same semester. Findings Structural equation modeling revealed that competence support from colleagues predicted growth in teacher efficacy, whereas competence support from school management did not. No differences in these relations emerged between Canadian and Swedish teachers. Practical implications The findings have implications for how schools organize teachers in teacher teams so that competence support from co-workers is promoted. Originality/value This study is the first cross-cultural study to empirically show that teachers’ self-efficacy is significantly benefitted by competence support from their teacher peers.

scholarly journals She’s Electric—The Influence of Body Proportions on Perceived Gender of Robots across Cultures

Robotics ◽  
2018 ◽  
Vol 7 (3) ◽  
pp. 50 ◽  
Author(s):  
Gabriele Trovato ◽  
Cesar Lucho ◽  
Renato Paredes
Keyword(s):  
Cultural Study ◽  
User Acceptance ◽  
Cross Cultural ◽  
Robot Design ◽  
Body Proportions ◽  
Waist To Hip Ratio ◽  
Cross Cultural Study ◽  
Different Cultures

The assignment of gender to robots is a debatable topic. Subtle aspects related to gender, in a robot’s appearance, may create biased expectations of the robot’s abilities and influence user acceptance. The present research is a cross-cultural study involving more than 150 participants to investigate the perception of gender in robot design by manipulating body proportions. We are focusing specifically on the contrast between two extremely different cultures: Peruvian and Japanese. From the survey based on stimuli varying in the proportion between chest, waist, and hips, the results indicate the importance of chest-to-hip ratio and waist-to-hip ratio in the attribution of gender to robots.

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.

Thinking orientation and preference for research methodology

2016 ◽  
Vol 33 (6) ◽  
pp. 437-446 ◽  
Author(s):  
Feisal Murshed ◽  
Yinlong Zhang
Keyword(s):  
Research Methodology ◽  
Design Methodology ◽  
Laboratory Experiments ◽  
Qualitative Methodology ◽  
Marketing Research ◽  
Cross Cultural ◽  
The Other ◽  
Content Type ◽  
Holistic Thinking ◽  
Practical Implications

Purpose This research aims to investigate how preference for marketing research methodology (quantitative vs qualitative) is contingent on the thinking orientation (analytic vs holistic) of the researchers. Design/methodology/approach Thinking orientation was measured and then manipulated in laboratory experiments. Cross-cultural evidence was sought by comparing Western and East Asian participants. Findings Results demonstrate that researchers with an analytic (holistic) thinking orientation tend to perceive quantitative (qualitative) methodology more favorably. Further, the need to offer reasons in support of the choice strengthened the effect of thinking orientation. Practical implications Understanding researchers’ preferences for one research methodology over the other has broad relevance for external constituents, as it involves a great deal of managerial commitment in terms of time and money and can affect the results of the research. Originality/value This is the first study to investigate factors that underlie researchers’ choice regarding research methodology, and it also extends the literature on analytic versus holistic thinking orientation in the marketing field.

Tracing Teutonic footprints in VET around the world?

2014 ◽  
Vol 38 (8) ◽  
pp. 745-763 ◽  
Author(s):  
Matthias Pilz ◽  
Junmin Li
Keyword(s):  
Design Methodology ◽  
International Management ◽  
Vocational Education And Training ◽  
Content Type ◽  
The Usa ◽  
Research Gap ◽  
Employment Systems ◽  
Different Cultures ◽  
And Training ◽  
Practical Implications

Purpose – This paper aims to focus on the vocational and training behaviours of German corporations at their subsidiaries in the USA, China and India. Although all three countries are important markets for Germany, they are characterised by very different cultures, vocational education and training (VET) systems and employment systems. The transfer of the German VET system to other countries has been the topic of discussion and controversy. Design/methodology/approach – In this study, the authors rely on interviews with local training experts of German subsidiaries to analyse VET activities. Their analysis is based on convergence (standardisation) versus divergence (localisation) theory borrowed from approaches in international management studies. Findings – The findings indicate a “localisation” effect in all three nations. The similarities can be explained partially by the stronger focus on off-the-job trainings and greater preferences for academic careers. Research limitations/implications – The study is a pilot study. Practical implications – The transfer of the German VET system to other countries seems to be very difficult. Originality/value – Beyond this general debate, the specialist literature pays virtually no attention to the training practices of German companies abroad. The authors have tried to fill this research gap.

Employer perceptions of self-initiated expatriate employability in China

2015 ◽  
Vol 3 (3) ◽  
pp. 303-330 ◽  
Author(s):  
Paula Makkonen
Keyword(s):  
Qualitative Study ◽  
Cultural Context ◽  
Design Methodology ◽  
Cross Cultural ◽  
The Other ◽  
Content Type ◽  
Employer Perceptions ◽  
Employer Perspective ◽  
Depth Interviews ◽  
Practical Implications

Purpose – The purpose of this paper is to offer an employer perceptive on the employability of self-initiated expatriates (SIEs) by contrasting SIEs with other identified staffing groups available for the staffing of MNC subsidiaries in China. Design/methodology/approach – This qualitative study is based on in-depth interviews with 24 Westerners with direct staffing responsibilities in subsidiaries of western MNCs located in China. The employability of each identified staffing group was assessed using the person-to-environment fit approach from four-fit perspectives (person-to-job and to-group, organisation and cultural context). Findings – The study revealed how from the employer perspective SIEs do not form a heterogeneous group, but instead there are two groups with different fit profiles. The study illustrates how western SIEs are an uncommon and under-used staffing group in cross-cultural staffing settings in China due to their low employability in comparison to alternative staffing groups. The study also revealed the prevalent bipolarity (the Westerners vs the Chinese) and heterogeneity within the identified staffing groups. Research limitations/implications – The study recognises the lack of employer perspective in SIE literature and also that SIEs are an under-represented group in the staffing literature. Practical implications – The findings help explain how MNC staffing is culturally bound and how the staffing process should incorporate more than just an assessment of job-related qualifications. The findings also help explain the challenges SIEs can experience in cross-cultural career settings. Originality/value – The study is one of the first to provide an employer perspective on SIE careers and contrast SIEs to the other alternative staffing groups available to MNC subsidiaries in China.

Getting to Yes in the cross-cultural-context: ‘one size doesn’t fit all’ – a critical review of principled negotiations across borders

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Raphael Schoen
Keyword(s):  
Cultural Context ◽  
Design Methodology ◽  
Cross Cultural ◽  
Western World ◽  
Content Type ◽  
Cultural Negotiation ◽  
Lower Likelihood ◽  
Alternative Approaches ◽  
Practical Implications ◽  
Negotiation Literature

Purpose The purpose of this paper is to investigate the implicitly assumed universality of the best seller negotiation literature Getting to Yes by Roger Fisher and William Ury. Design/methodology/approach Existing cross-cultural negotiation literature was systematically searched for findings indicating either a higher or lower likelihood of successfully applying the authors’ advice in different cultural environments, as defined in the Hofstede framework or The Globe Study. The findings were aggregated, categorized into a matrix, synthesized and analyzed. Findings This paper finds that the assumed universality of the method of Getting to Yes and its single principles is not supported by research. Instead, a dichotomy of the four principles’ applicability along the Individuality dimension of Hofstede was found. Hence, the western orientation of Getting to Yes is reality, inhibiting its use in non-western cultures. However, in one principle – Invent options for mutual gain – the findings refute a successful application in western cultures. Additional findings and research gaps are presented. Practical implications Practitioners should apply Getting to Yes with caution, if at all, in a non-western environment. For the teaching of negotiations, alternative approaches for conducting negotiations in the non-western world are needed. Originality/value Although widely used in research, scholars only addressed sporadic comments concerning the limitations of Getting to Yes across cultures. Often the universality of Getting to Yes is either implicitly or explicitly assumed in research and practice. This paper approaches this topic systematically by providing evidence that Getting to Yes is not universal and conceptually sees negotiations through a western shaped perspective that provides considerable implications for research, practice and teaching.

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