Examining need for uniqueness in emerging markets

2018 ◽  
Vol 36 (1) ◽  
pp. 17-31 ◽  
Author(s):  
Dheeraj Sharma ◽  
Varsha Verma ◽  
Subhash Sharma

Purpose The purpose of this paper is to conduct a five-country study of consumers’ need for uniqueness (CNFU) and examine its research and practical implications. Most studies examining CNFU have used single country or US-based samples. To promote cross-cultural research, the authors test the cross-cultural reliability and validity of the CNFU scale using data from the USA, a developed economy, Brazil, India, Thailand, and Mexico, all emerging economies. Design/methodology/approach The original CNFU scale was developed in the USA. Therefore, to cross-validate the scale, data were collected from consumers in the USA, Brazil, India, Thailand, and Mexico as these countries demonstrate important socio-economic and cultural differences. The scale was tested using confirmatory factor analysis. Findings The scale was estimated and validated in all five countries and the analysis reveals that the CNFU scale has sound psychometric properties. Further, the authors find that CNFU is a cross-cultural phenomenon that has a significant impact on market mavenism (MM), and this relationship is moderated by usage variety (UV). Research limitations/implications The results indicate generality of all the scale items, and demonstrate that CNFU is a cross-cultural phenomenon. Greater nomological validity of the CNFU construct could be established by investigating its relationship with more constructs. Originality/value The authors provide empirical evidence on the cross-cultural validity of the CNFU scale; examine its effect on MM; and role of UV on the relationship between CNFU and MM.

2017 ◽  
Vol 35 (1) ◽  
pp. 18-39 ◽  
Author(s):  
José I. Rojas-Méndez ◽  
A. Parasuraman ◽  
Nicolas Papadopoulos

Purpose The purpose of this paper is to test the cross-cultural validity of the Technology Readiness Index (TRI) (Parasuraman, 2000) and explore how demographics and attitudinal variables may help to explain adoption and use of technology-based products and services. Design/methodology/approach The study is based on surveys conducted with probabilistic samples from two culturally distant countries, the USA and Chile. Findings Results support the TRI’s cross-cultural validity. They also suggest that demographic variables do matter when explaining people’s willingness to adopt new technology, with education being the most consistent predictor. Moreover, some of the findings seem to challenge the attitude-behavior consistency implied by conventional theory – while attitudinal variables are better predictors of pro-technological behavior in the USA, with technology-related insecurity being the most important of four attitudinal dimensions included in the analysis, demographic variables perform as better predictors in Chile, with educational level outperforming age and gender. Originality/value This is the first-ever cross-cultural test of the TRI using actual consumer samples from two culturally very different countries.


2018 ◽  
Vol 1 (4) ◽  
pp. 340-366
Author(s):  
Maja Šerić

Purpose Most of the cross-cultural empirical research in hospitality has focused on Western and Eastern differences and has neglected cultural diversity in Europe. As cultural differences in Europe do exist and have important implications for managers operating in hotel industry, the purpose of this paper is to examine perceived quality in upscale (four- and five-star) hotels in two Mediterranean countries: Italy and Croatia. Design/methodology/approach Data were collected among 335 guests in upscale hotels in Italy and 475 hotel guests in Croatia. This work adopts a cross-cultural approach in two different ways. First, perceived quality is assessed in hotels in two different countries. Second, national culture of guests is considered in their evaluations of perceived quality in each country. Findings Surprisingly, hotels in Croatia, an emerging tourist destination, performed better than hotels in Italy, a top worldwide destination. The results show significant differences in perceived quality evaluations according to national cultures of hotel guests in each country. However, while in Croatia domestic guests perceived higher levels of quality than other guests, in Italy, perceived quality was rated lower by Italians than by their American counterparts. Research limitations/implications The results of this study contribute to better understanding of perceived quality in cross-cultural research in hospitality. Practical implications Implications are discussed for both Italian and Croatian hotel managers, two direct competitors in the Mediterranean area. Originality/value This paper covers several research gaps: lack of cross-cultural research in hospitality marketing, poor examination of perceived quality in hotels from the cross-cultural perspective, and poor consideration of cultural diversity within European countries.


2018 ◽  
Vol 34 (2) ◽  
pp. 87-100 ◽  
Author(s):  
Gino Casale ◽  
Robert J. Volpe ◽  
Brian Daniels ◽  
Thomas Hennemann ◽  
Amy M. Briesch ◽  
...  

Abstract. The current study examines the item and scalar equivalence of an abbreviated school-based universal screener that was cross-culturally translated and adapted from English into German. The instrument was designed to assess student behavior problems that impact classroom learning. Participants were 1,346 K-6 grade students from the US (n = 390, Mage = 9.23, 38.5% female) and Germany (n = 956, Mage = 8.04, 40.1% female). Measurement invariance was tested by multigroup confirmatory factor analysis (CFA) across students from the US and Germany. Results support full scalar invariance between students from the US and Germany (df = 266, χ2 = 790.141, Δχ2 = 6.9, p < .001, CFI = 0.976, ΔCFI = 0.000, RMSEA = 0.052, ΔRMSEA = −0.003) indicating that the factor structure, the factor loadings, and the item thresholds are comparable across samples. This finding implies that a full cross-cultural comparison including latent factor means and structural coefficients between the US and the German version of the abbreviated screener is possible. Therefore, the tool can be used in German schools as well as for cross-cultural research purposes between the US and Germany.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Denni Arli ◽  
Tuyet-Mai Nguyen ◽  
Phong Tuan Nham

Purpose There is a perception that non-religious consumers are less ethical than religious consumers. Studies found prejudices against atheists around the world and assumed that those who committed unethical behavior were more likely to be atheists. Hence, first, the purpose of this study is to investigate the effect of consumers’ intrinsic religiosity, extrinsic religiosity and atheism on consumers’ ethical beliefs. Second, this study attempts to segment consumers and identify differences between these segments. Design/methodology/approach Using data from 235 study participants in the USA and 531 in Vietnam. Subsequently, a two-step cluster approach was used to identify segments within these samples. Findings The study results show consumers’ intrinsic religiosity negatively influences all consumers’ unethical beliefs. Similarly, atheism also negatively influences all consumers’ unethical beliefs. This study also complements other studies exploring consumer ethics in developing countries. In addition, the segmentation analysis produced unique segments. The results from both samples (USA and Vietnam) indicated that non-religious consumers are less likely to accept various unethical behaviors compared to religious consumers. Religious consumers are not necessarily more ethical and atheism consumers are not necessarily less ethical. In the end, are implications for business ethics, religious and non-religious leaders on how to view the impact of beliefs on consumer ethical behaviors. Originality/value This is one of the first few studies investigating the impact of atheism on consumer ethics. The results of this study further extend the knowledge of study in consumer ethics by comparing consumers’ religiosity and atheism.


2018 ◽  
Vol 9 (2) ◽  
pp. 181-196 ◽  
Author(s):  
Aliya Kuzhabekova ◽  
Aizhan Temerbayeva

PurposeThe purpose of this paper is to explore the role scholarly conferences play in professional socialization of doctoral students.Design/methodology/approachUsing data from 20 interviews on conference experiences of student attendees of a North American conference in social sciences, as well as on the conference experiences of students from various disciplines at a private research intensive university in the USA, the authors explored how research identity of doctoral students change over time as result of participation in conferences, how the process of socialization is shaped by advisers and peers and how the experiences vary depending on the characteristics of the participants.FindingsThe authors found that conferences play an important role in socialization, and the effect from conference attendance increases with the number of conferences attended. The study also showed that students undergo several stages in the process of their socialization, throughout which they develop greater agency and independence as scholars, as well as a more positive image of themselves as researchers, and become more strategic in their behavior. The results also point to the key role of adviser and peers in the process of socialization, whereby the former can provide direction and orientation, while the latter may offer support and opportunities for mutual learning or future collaboration. The authors also found a notable difference in the support provided by advisers between teaching and research-oriented universities.Originality/valueThe paper applies doctoral student socialization theory to the analysis of informal doctoral experiences outside the program of study.


2018 ◽  
Vol 9 (2) ◽  
pp. 213-242 ◽  
Author(s):  
Rodoniki Athanasiadou ◽  
Adriana Bankston ◽  
McKenzie Carlisle ◽  
Caroline A. Niziolek ◽  
Gary S. McDowell

Purpose Postdocs make up a significant portion of the biomedical workforce. However, data about the postdoctoral position are generally scarce, and no systematic study of the landscape of individual postdoc salaries in the USA has previously been carried out. The purpose of this study was to assess actual salaries for postdocs using data gathered from US public institutions; determine how these salaries may vary with postdoc title, institutional funding and geographic region; and reflect on which institutional and federal policy measures may have the greatest impact on salaries nationally. Design/methodology/approach Freedom of Information Act Requests were submitted to US public universities or university systems containing campuses with at least 300 science, engineering and health postdocs, according to the 2015 National Science Foundation’s Survey of Graduate Students and Postdoctorates in Science and Engineering. Salaries and job titles of postdocs as of December 1, 2016, were requested. Findings Salaries and job titles for nearly 14,000 postdocs at 52 US institutions around December 1, 2016, were received. Individual postdoc names were also received for approximately 7,000 postdocs, and departmental affiliations were received for 4,000 postdocs. This exploratory study shows evidence of a postdoc gender pay gap, a significant influence of job title on postdoc salary and a complex relationship between salaries and the level of institutional National Institutes of Health/NSF funding. Originality/value These results provide insights into the ability of institutions to collate and report out annualized salary data on their postdocs, highlighting difficulties faced in tracking and reporting data on this population by institutional administration. Ultimately, these types of efforts, aimed at increasing transparency regarding the postdoctoral position, may lead to improved support for postdocs at all US institutions and allow greater agency for postdocs making decisions based on financial concerns.


2022 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cheng Lu ◽  
Zhencong Sang ◽  
Kun Song ◽  
Kazuo Kikuchi ◽  
Ippei Machida

PurposeBased on the theory of social identity mechanism, this study aimed to investigate the associations with millennial consumers' need for uniqueness (NFU), susceptibility to peer influence (SPI) and attitudes towards luxury brands (ALB) under the cross-cultural context. The mediating effect of fashion innovativeness (FI) and the moderating effect of culture were examined.Design/methodology/approachThe data for this study were collected through a survey from 217 millennials in Shanghai and 268 millennials in Tokyo. Moderation analysis and mediation analysis using Hayes PROCESS macro were applied to test proposed hypotheses.FindingsResults show that NFU and SPI have a significantly positive effect on millennials' ALB, and fashion innovativeness plays a mediating role in this process. Furthermore, the positive impact of NFU on millennials' ALB for relatively individualistic cities (Shanghai) is stronger than for relatively collectivist cities (Tokyo). The positive impact of susceptibility to informative influence (SII) on millennials' ALB for Tokyo is stronger than for Shanghai.Practical implicationsThe research results suggest how different cultures can support marketers in effectively carrying out their business strategy.Originality/valueUnder the cross-cultural background, the social identity mechanism behind the attitudes of millennials towards luxury brands has been widely recognised. However, little is known about how culture could moderate the social identity mechanism behind millennials' ALB. By analysing these mechanisms, this study compares the cultures of Shanghai and Tokyo and expands the previous research achievements.


2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Biswajita Parida ◽  
Sanket Sunand Dash ◽  
Dheeraj Sharma

PurposeThe increasing globalization of business has led to increasing demand for executives who can function in cultural milieus different from their own. This demand has been exacerbated by the fact that globalization has not led to cultural homogenization and hence, for good or bad, executives are not able to universally apply the home country's conceptualizations of rights, responsibilities and duties and must operate within the constraints of host country's cultural environments. Hence, business scholars and global executives increasingly need to reflect on the conceptualization of rights, responsibilities and duties; understand the historical context which has led to different conceptualizations across geographies and appreciate and harness these differences for improving business effectiveness. This paper helps in this endeavor by explaining the differences and similarities that exists between the Indian and Western cultures regarding the concepts of roles, responsibilities and duties. This exposition will help multinational organizations improve their internal practices and employee training methods.Design/methodology/approachThis study attempts to trace the differences and similarities in the conceptualization of rights, duties and responsibilities between the Western tradition and the Indic tradition by literature review. The Indic tradition refers to the broad cultural paradigm that shapes the thinking of the people of Indian subcontinent. The prominent sources of the Indic tradition include Hinduism and Buddhism. India was a British colony for two hundred years and is home to one of world's largest English-speaking population. There are more Muslims in the Indian subcontinent than in the Middle East (Grim and Karim, 2011). Hence, the Indic tradition has also been substantially influenced by the Western and Islamic traditions.FindingsThe paper argues that Westerners and Indians have different conceptualization of rights, duties and responsibilities and their relative importance. Broadly speaking, Indian ethos focuses on context-specific responsibilities while the Western attitude focuses on universal rights. These differing conceptualizations have been shaped by the cultural history of the two regions and are manifested in the decision-making styles, levels of individual autonomy and views on the ethicality of actions. There is a need to train expatriate Western and Indian managers on these issues to enable smooth functioning.Research limitations/implicationsThe cross-cultural literature has tended to lump together all non-Western civilizations under the category of East thereby ignoring significant differences between them. The Far-East countries of China, Korea, Taiwan and Japan have been highly influenced by the Confucian ethics. India-specific social systems like the caste system, division of human life span into stages with specific responsibilities, enduring worship of nature and Western influence through colonization have been absent in these countries or much less marked. The paper aims to bring forward the distinguishing features in Indian thought that contributes to its distinctive attitude toward rights, responsibilities and duties; contrast it with the Western views on rights and duties and identify the relevance of the discussion to the business context.Practical implicationsThe cross-cultural training needs to emphasize both conflict resolution and behavioral aspects. For example, the conflict resolution process in Western countries can be more algorithmic with conflicts being rationally determined by consistent application as well-defined rules (as nature of duties is more universal in Western tradition). On the other hand, conflict resolution practices in India need to be contextual and may require appeals to higher ideals (as nature of duties is more contextual and idealistic in Eastern tradition).Social implicationsThe differences in attitudes regarding rights, responsibility and duties between the West and India suggest the need for cross-cultural training of managers and contextual conflict resolution techniques. The need is exacerbated by the increase in the number of multinational corporations (MNCs). Earlier, most MNCs were headquartered in the West and hence cross-cultural training was primarily geared to help Western expatriates fit into the host country culture (Nam et al., 2014). The growth of Asian MNCs has increased the need of cross-cultural training for Asian expatriates (Nam et al., 2014).Originality/valueThe training processes can be customized to supplement cultural strengths and promote behaviors that are culturally inhibited. Employees in India can be trained to emphasize the value of assertiveness in communication, the need to articulate one's personal success and appreciate the rigid nature of rules in Western contexts. Similarly, Westerners can be trained to emphasize the importance of context in business interactions, the need to forge personal relations for business success and the importance of paternalistic behavior in securing employees commitment.


Author(s):  
Jing Li ◽  
Simon Hudson ◽  
Kevin Kam Fung So

Purpose The purpose of this study is to investigate the multi-dimensional structure of the Airbnb customer experience and to examine the influences of this experience on behavioral outcomes. Design/methodology/approach A multi-phase methodology was adopted using a survey questionnaire to explore the dimensions. Data were collected from a sample of 561 Airbnb users in the USA. Exploratory factor analysis and confirmed factor analysis were conducted to evaluate the reliability and validity of the scale. Findings First, the results support the hypothesis that the Airbnb customer experience comprises four dimensions: home benefits, personalized services, authenticity and social connection. Second, the study demonstrates that these dimensions significantly influence customers’ behavioral intentions. Research limitations/implications The use of a US Airbnb users sample may affect the generalizability of the results. Practical implications The findings of this study provide insights for Airbnb hosts and hotel managers. More specifically, this study offers suggestions to Airbnb hosts about how to enhance their services to customers based on the four experience dimensions and to hotels about how they can compete with Airbnb on the four experience dimensions. Originality/value This study provides an important theoretical framework for measuring the Airbnb customer experience through an empirical examination.


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