Examining the brand name – mark relationship in emerging markets

2014 ◽  
Vol 23 (4/5) ◽  
pp. 262-267 ◽  
Author(s):  
Richard R Klink ◽  
Gerard A. Athaide
Keyword(s):  
Emerging Markets ◽  
Emerging Market ◽  
Brand Names ◽  
Sound Symbolism ◽  
Future Research ◽  
Brand Name ◽  
Intended Meaning ◽  
Content Type ◽  
Brand Marks ◽  
The Relationship

Purpose – The purpose of this research is to investigate whether the brand name–mark sound symbolism relationship extends beyond US marketplaces to emerging markets. Sound symbolism research indicates that consistent brand name meaning can be conveyed across international marketplaces. Yet, prior work has not investigated whether visual branding elements provide consistent meaning across such contexts. Design/methodology/approach – To contrast effects across international contexts, we replicate both studies of Klink (2003) with bilingual subjects in Mumbai, India. Study 1 examined whether the sound symbolic relationship between brand name and brand mark holds in this emerging market. Study 2 investigated whether both the brand name and brand mark together can enhance brand meaning in this context. Findings – Study 1 finds support for the relationship between higher-frequency brand names and brand marks that are angular and smaller in size, with limited support regarding color. Study 2 finds a significant effect for brand marks and a marginally significant effect for brand names on conveying intended meaning. Originality/value – The authors confirm the relationship between the brand mark and brand name; however, color meaning may be less universal than prior theory and research indicates. In addition, the effect of the brand name on conveying sound symbolism meaning may be less important than visual branding elements in emerging markets. Hence, future research may wish to include additional branding elements in experimental stimuli when testing sound symbolism theory.

The impact of artificial intelligence (AI) finance on financing constraints of non-SOE firms in emerging markets

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Jun Shao ◽  
Zhukun Lou ◽  
Chong Wang ◽  
Jinye Mao ◽  
Ailin Ye
Keyword(s):  
Emerging Markets ◽  
Emerging Market ◽  
Financing Constraints ◽  
Content Type ◽  
Emerging Market Countries ◽  
Finance Development ◽  
Cash Flow Sensitivity ◽  
The Impact ◽  
The Relationship ◽  
Practical Implications

PurposeThis study investigates the impact of AI finance on financing constraints of non-SOE firms in an emerging market.Design/methodology/approachUsing a sample of non-SOE listed companies in China from 2011 to 2018, this research employs the cash–cash flow sensitivity model to examine the effect of AI finance on financing constraints of non-SOE firms.FindingsWe find that the development of AI finance can alleviate the financing constraints of non-SOE firms. Further, we document that such effect is more pronounced for smaller firms, more innovative firms and firms in developing areas.Practical implicationsThis study suggests that emerging market countries can ease the financing constraints of non-SOE firms by promoting AI finance development.Originality/valueThis study, to the best of our knowledge, is the first one to explore the relationship between AI finance development and financing constraints of non-SOE firms in emerging markets.

Export market orientation and export performance in emerging markets: insights from the Peruvian agri-export sector

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Oscar Malca ◽  
Jean Pierre Bolaños ◽  
Jorge Luis Rubio Donet ◽  
Francisco Acedo
Keyword(s):  
Emerging Markets ◽  
Market Orientation ◽  
Export Performance ◽  
Export Market ◽  
Future Research ◽  
Content Type ◽  
Export Sector ◽  
Relational Norms ◽  
The Impact ◽  
The Relationship

PurposeThe objective of this research is to analyse the joint impact of export proactivity and coordination capacity as mediators on the relationship between export market orientation (EMO) and export performance and the relational norms and export continuity as EMO's antecedents.Design/methodology/approachThe study uses structural equation modelling for the analysis of 127 small and medium enterprises (SMEs) from the agri-export sector in Peru.FindingsThe research demonstrates the mediating role of export proactivity between EMO and export performance and the impact of relational norms as an antecedent of EMO as well as that of export continuity in export performance.Research limitations/implicationsThe cross-sectional study design has certain limitations; thus, longitudinal research is necessary to analyse the evolution of the impact of these variables. Future research should also consider new variables, such as absorptive capacity and institutional distance, in relation to EMO and export performance in emerging markets.Originality/valueThis research paper provides a perspective that is an alternative to the traditional literature related to EMO since coordination capacity and export proactivity have been used as EMO's antecedents. However, in emerging countries, such as Peru, exports are based on comparative advantages. Under this context, it is necessary to analyse export proactivity and coordination capacity as mediators of the relationship between EMO and export performance and the relational norms and export continuity as EMO's antecedents.

Effects of ownership structure on the relationship between multinationality and downside risk

2019 ◽  
Vol 26 (3) ◽  
pp. 401-421
Author(s):  
Chao Zhou
Keyword(s):  
Emerging Markets ◽  
Real Options ◽  
Ownership Structure ◽  
Emerging Market ◽  
Downside Risk ◽  
Publicly Traded ◽  
Data Set ◽  
Content Type ◽  
Real Options Theory ◽  
The Relationship

Purpose The purpose of this paper is to explore how multinationality affects multinational companies’ (MNCs) downside risk and the moderate effects of ownership structure in the setting of emerging markets based on Chinese publicly traded manufacturing MNCs. Design/methodology/approach The author derives hypotheses based on real options theory and agency theory, and tests hypotheses by using Tobit model and a unique data set of Chinese A-shared publicly traded manufacturing MNCs in the period of 2010–2016. Findings The empirical results suggest that multinationality is positively related to downside risk and this effect is subjected to ownership structure for firms in emerging markets. In particular, multinationality of MNCs with a high level of ownership concentration, managerial ownership and institutional ownership is more likely to reduce downside risk. Practical implications The main conclusion of this paper highlights the importance of ownership structure of MNCs in explaining the real options value of multinationality, and conveys to owners of MNCs in China and other emerging markets the need to strengthen firms’ governance if they want to maximize the benefits of multinational operations. Originality/value This study extends existing studies by taking ownership structure into consideration and highlighting the importance of agency problem in the examination of multinationality and downside risk, which provides a potential explanation for previous mixed evidence. This study also provides new evidence for the relationship between multinationality and downside risk by using a unique sample from China, an emerging market country.

Gender roles and customer organisational citizenship behaviour in emerging markets

2017 ◽  
Vol 32 (8) ◽  
pp. 503-517 ◽  
Author(s):  
Jessica Sze Yin Ho ◽  
Sanjaya S. Gaur ◽  
Kok Wai Chew ◽  
Nasreen Khan
Keyword(s):  
Emerging Markets ◽  
Emerging Market ◽  
Willingness To Participate ◽  
Content Type ◽  
Internal Customers ◽  
Level Of Satisfaction ◽  
Voluntary Commitment ◽  
Internal Stakeholders ◽  
The Relationship

Purpose Organisational citizenship behaviour (OCB) entails employees’ voluntary commitment to an organisation beyond their contractual responsibilities and has been found to be contributing to an organisation’s success. While the roles of gender and OCB exhibited by employees (as internal stakeholders) are documented, the role of gender in OCB by customers (as external stakeholders) of an organisation, especially within the context of emerging markets, is not found, therefore necessitating further studies. This research aims at bridging this research gap. Design/methodology/approach In total, 203 male and 194 female customers representing the young working professionals segment rated their level of satisfaction with the relationship that they had with their banking website. They also indicated their willingness to participate in different dimensions of OCB. Findings Generally, both men and women, who are satisfied with the relationship that they have with the organisation, indicated their willingness to contribute to the organisation by displaying OCB. Contrary to past studies, where women at workplace were reported to be more likely to participate in OCB, the findings from the customer’s perspective revealed that men are more likely to engage in OCB. Research limitations/implications The results indicated that OCB is not limited to internal customers (employees) but could also be expanded to external customers. The stereotypes causing females to be perceived as stronger OCB contributors may not remain constant in all types of circumstances. Originality/value To the best of the authors’ knowledge, this appears to be the first study to establish the gender role in OCB from the customer’s perspective in the context of an emerging market.

Impulse buying tendencies among Indian consumers: scale development and validation

2016 ◽  
Vol 8 (3) ◽  
pp. 205-226 ◽  
Author(s):  
Sheetal Mittal ◽  
Deepak Chawla ◽  
Neena Sondhi
Keyword(s):  
Factor Analysis ◽  
Emerging Markets ◽  
Emerging Market ◽  
Reliability And Validity ◽  
Future Research ◽  
Impulse Buying ◽  
Content Type ◽  
Statistical Measures ◽  
Asian Emerging Markets ◽  
Impulse Buying Tendency

Purpose The purpose of this paper is to conceptualize, develop and validate the measurement of impulse buying tendency India, an emerging market in Asia. Design/methodology/approach The conceptualization of India’s impulse buying tendency (IBT) has been based on a review of academic literature and an analysis of qualitative data from 30 observations at retail stores and 25 in-depth consumer interviews. The scale’s reliability and validity were assessed by content, convergent, discriminant, nomological and predictive validity using statistical techniques such as exploratory factor analysis and confirmatory factor analysis. Findings A two-dimensional measure for IBT was developed for the Indian market, and then tested and validated using appropriate statistical measures. Research limitations/implications The study was skewed towards offline retail with both observations and interviews focusing on the bricks-and-mortar model. With e-retailing in India growing at a rapid rate, future research should extend the study and verify the IBT instrument’s validity specifically for impulse buying behaviour online. Originality/value To the best of authors’ knowledge, the present study is the first to bridge the gap in the existing research of impulse buying in context of emerging markets like India that are culturally, unlike both the western/developed and other Asian/emerging markets; and socio-economically, facing an interplay of variety of factors that are in a state of flux. The developed IBT scale would help by providing academics and practitioners with means of broadening their perspectives and understanding of retail behaviours in a context that is characterized by unprecedented consumer spending, increasing proliferation of modern retail and influence of a culture traditionally been given to simplicity and frugality.

scholarly journals Organisational performance and the use of multiple performance measures in an emerging market

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Abdallah Amhalhal ◽  
John Anchor ◽  
Marina Papalexi ◽  
Shabbir Dastgir
Keyword(s):  
Emerging Markets ◽  
Financial Performance ◽  
Performance Measures ◽  
Emerging Market ◽  
Manufacturing Companies ◽  
Organisational Performance ◽  
Cross Sectional ◽  
Content Type ◽  
Financial Performance Measures ◽  
The Relationship

PurposeThis study is an empirical investigation of the relationship between the use of 41 multiple performance measures (MPMs), including financial performance measures (FPM), non-financial performance measures (NFPMs) and organisational performance (OP) in Libya.Design/methodology/approachThe results are based on cross-sectional questionnaire survey data from 132 Libyan companies (response rate 61%), which were obtained just before the so-called Arab Spring.FindingsMPMs are used by both manufacturing and non-manufacturing companies. Libyan business organisations are more likely to use FPMs than NFPMs. However, these companies still rely more heavily on FPMs. The relationships between the use of NFPMs and OP and the use of MPMs and OP are positive and highly significant. The relationship between the use of FPMs and OP is positive but not significant.Research limitations/implicationsThe high power distance associated with the conservative, Libyan, Arab context will reinforce the tendency to use FPMs more than NFPMs. This may provide a performance advantage to those organisations which do adopt NFPMs.Practical implicationsAlthough there may be institutional barriers to the use of NFPMs in Libya, and other emerging markets, these are not insuperable and there is a payoff to their use.Originality/valueNo previous studies of emerging markets, such as the Middle East or North Africa, have looked at the relationship between OP and the adoption of such a large array of MPMs.

Consonants in brand names influence brand gender perceptions

2015 ◽  
Vol 49 (1/2) ◽  
pp. 101-122 ◽  
Author(s):  
Amelie Guevremont ◽  
Bianca Grohmann
Keyword(s):  
Design Methodology ◽  
Brand Personality ◽  
Brand Names ◽  
Sound Symbolism ◽  
Brand Name ◽  
Personality Dimensions ◽  
Content Type ◽  
Marketing Literature ◽  
Gender Perceptions ◽  
Practical Implications

Purpose – This paper examines to what extent consonants in brand names influence consumers’ perceptions of feminine and masculine brand personality. Design/methodology/approach – Four experiments empirically test the influence of consonants on feminine and masculine brand personality. The experiments involve different sets of new brand names, variations regarding the consonants tested (the stops k and t, the fricatives f and s), as well as different locations of the focal consonant in the brand name. Findings – Consonants influence consumers’ brand perceptions: brand masculinity is enhanced by stops (rather than fricatives), and brand femininity is enhanced by fricatives (rather than stops). Consonants specifically affect feminine and masculine brand personality, but not other brand personality dimensions. Consumers’ responses to brand names and resulting brand gender perceptions (i.e. likelihood to recommend) were moderated by salience of masculinity or femininity as a desirable brand attribute. Practical implications – This research has implications for brand name selection: consonants are effective in creating a specifically masculine or a feminine brand personality. Originality/value – This research is the first to specifically link consonants and feminine/masculine brand personality. By specifically examining consonants, this research extends the marketing literature on sound symbolism that is characterized by a focus on vowels effects. This research is also the first to address whether the position of the focal phoneme in the brand name matters.

Market orientation, entrepreneurial orientation and performance in emerging markets

2015 ◽  
Vol 10 (3) ◽  
pp. 560-571 ◽  
Author(s):  
Tina Gruber-Muecke ◽  
Katharina Maria Hofer
Keyword(s):  
Firm Performance ◽  
Emerging Markets ◽  
Market Orientation ◽  
Entrepreneurial Orientation ◽  
Emerging Market ◽  
Cross Sectional Study ◽  
Research Literature ◽  
Future Research ◽  
Cross Sectional ◽  
Content Type

Purpose – The purpose of this paper is to examine how market-oriented and entrepreneurial-oriented behaviour drives firm performance in an emerging markets context. Design/methodology/approach – Using data from 170 Austrian exporters to Central and Eastern Europe, the authors test a conceptual model including market-oriented and entrepreneurial-oriented practices as predictors of performance. Findings – Results indicate that both market-orientated and entrepreneurial-oriented strategies have positive performance effects in emerging markets. Research limitations/implications – A limitation is that firms were not examined longitudinally, as this is a cross-sectional study. Future research may include longitudinal studies or focus on other markets/regions. Practical implications – Firms are encouraged to adopt a market-oriented and entrepreneurial-oriented strategy to achieve better results in international, emerging market operations. Originality/value – The authors add to the emerging economy research literature by studying the relevance of market orientation and entrepreneurial orientation in determining firm performance in emerging markets. Furthermore, this study supports the generalizability of findings from an advanced to an emerging economies research setting.

Communicating product size using sound and shape symbolism

2015 ◽  
Vol 24 (5) ◽  
pp. 472-480 ◽  
Author(s):  
Stacey M Baxter ◽  
Jasmina Ilicic ◽  
Alicia Kulczynski ◽  
Tina Lowrey
Keyword(s):  
Sound Symbolism ◽  
Vowel Sound ◽  
Brand Name ◽  
Older Children ◽  
Product Attributes ◽  
Content Type ◽  
Logo Design ◽  
Back Vowel ◽  
Symbolic Cues ◽  
The Relationship

Purpose – The purpose of this paper is to investigate children’s perception of a product’s physical attribute (size) when presented with brand elements (brand name and brand logo) manipulated using sound and shape symbolism principles (brand name sounds and brand logo shape), across children of different developmental ages. Design/methodology/approach – The relationship between sounds and shapes was examined in a pilot study. A 2 × 2 experiment was then undertaken to examine the effect of brand name characteristics (front vowel sound versus back vowel sound) and brand logo design (angular versus curved) on children’s (from 5 to 12 years) product-related judgments. Findings – Older children use non-semantic brand stimuli as a means to infer physical product attributes. Specifically, only older children are able to perceive a product to be smaller (larger) when the product is paired with a brand name containing a front (back) vowel sound or an angular (curved) brand logo (single symbolic cue). We illustrate that brand logo-related shape symbolism effects are weaker and appear later in age when compared with brand name-related sound symbolism effects. Further, younger children are able to infer product attribute meaning when exposed to two symbolic cues (that is, brand name and brand logo). Practical implications – When selecting an inventive brand element, consideration should be given to the relationship between the vowel sounds contained in a brand’s name and product attributes, and also the shape of the brand’s logo and product attributes. Originality/value – This is the first experiment undertaken to examine the combination of brand name- and brand logo-related symbolism effects in the context of children. We demonstrate that age-based bounds may be overcome through the provision of multiple symbolic cues.

scholarly journals The impact of exchange rate volatility on emerging market exports

2015 ◽  
Vol 15 (1) ◽  
Author(s):  
Johannes Khosa ◽  
Ilse Botha ◽  
Marinda Pretorius
Keyword(s):  
Exchange Rate ◽  
Emerging Markets ◽  
Emerging Market ◽  
Panel Data Analysis ◽  
Exchange Rate Volatility ◽  
Panel Cointegration ◽  
Future Research ◽  
Long Run ◽  
The Impact ◽  
The Relationship

Orientation: High exchange rate volatility has implications for business and policy decisions and exchange rate movements are important in debates around trade and trade policies. Research purpose: The purpose of the research was to determine the impact of exchange rate volatility on exports in emerging markets. Motivation for the study: A lack of clarity in literature regarding this relationship increases the risk of improper planning by export organisations as well as implementing suboptimal economic policies. Research design, approach and method: This research analysed the effect of exchange rate volatility on emerging market exports using a sample of nine emerging countries from 1995 to 2010. Panel data analysis was conducted. Volatility was measured by Generalised Autoregressive Conditional Heteroscedasticity and conventional standard deviation in order to determine if the instrument of volatility used influenced the nature of the relationship between exchange rate volatility and exports. The Pedroni residual cointegration method was used to test for panel cointegration in order to determine if there was a long-run relationship. Main findings: The results showed that exchange rate volatility had a significant negative effect on the performance of exports, regardless of the measure of volatility used. It was also evident that a long-run relationship did exist. Practical/managerial implications: The study concluded that the policy mix that will reduce exchange rate volatility (such as managed exchange rate regimes) and relatively competitive exchange rates were essential for emerging markets in order to sustain their exports performance. Contribution/value-add: This research provided policy makers of emerging market economies with new evidence pertaining to the relationship between exchange rate volatility and the performance of exports. This research contributed to the existing knowledge on the topic and provides a base for future research on related topics.

Sign in / Sign up

Export Citation Format

Share Document