scholarly journals Cause-Related Marketing and Ethnocentrism: The Moderating Effects of Geographic Scope and Perceived Economic Threat

2021 ◽  
Vol 14 (1) ◽  
pp. 292
Author(s):  
Ioanna Boulouta ◽  
Danae Manika
Keyword(s):  
Cultural Identity ◽  
Social Identity Theory ◽  
Domestic Economy ◽  
Moderating Effects ◽  
Factors Affecting ◽  
Geographic Scope ◽  
Consumer Ethnocentrism ◽  
Cause Related Marketing ◽  
Economic Threat ◽  
Consumer Segment

Amongst the various factors that managers need to consider when designing a CRM campaign is the cause’s geographic scope, i.e., should the CRM campaign benefit local, national, or international communities? Although previous research has examined the importance of geographic scope in the effectiveness of the CRM campaigns, it has largely ignored consumer reactions to CRM campaigns from a local cultural identity perspective, such as ethnocentric identity. This study brings together these two important factors to examine (through the lens of Social Identity Theory) how consumer ethnocentrism affects CRM effectiveness in campaigns varying in geographic scope. We test our hypotheses through an experimental study of 322 British consumers and three different geographic scopes (UK, Greece, and Ethiopia). Our results show that ethnocentric consumers show a positive bias towards products advertised through national CRM campaigns; however, there is a diversity of reactions towards different international geographic scopes, based on the levels of ‘perceived economic threat’. Ethnocentric consumers prefer international CRM campaigns that benefit people located in a country posing a lower vs. a higher economic threat to the domestic economy and the self. Our study contributes to a broader understanding of factors affecting the effectiveness of CRM campaigns and help managers design better CRM campaigns by carefully selecting the geographic scope, after considering a rising consumer segment: the ethnocentric consumer.

The effects of consumers' cultural sensitivity, ethnocentrism and demographical characteristics on attitude toward luxury fashion brands in Trinidad and Tobago

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Meena Rambocas ◽  
Jon Marc Mahabir
Keyword(s):  
Trinidad And Tobago ◽  
Social Identity Theory ◽  
Cultural Sensitivity ◽  
Positive Impact ◽  
Luxury Brands ◽  
Content Type ◽  
Consumer Ethnocentrism ◽  
The Social ◽  
Negative Effect ◽  
And Gender

PurposeConsumers' attitude toward luxury brands remains a crucial area for many researchers and marketers. But, attitude toward domestically-produced luxury fashion brands in developing countries have not been sufficiently examined. Drawing on the social identity theory (SIT), this study proposes that consumer ethnocentrism (CE) and cultural sensitivity (CS) will significantly influence attitudes toward luxury fashion brands produced in Trinidad and Tobago. Furthermore, the study suggests that consumer demographical characteristics of age, gender and income will moderate the influence.Design/methodology/approachData were collected from 160 fashion consumers and analyzed using exploratory factor analysis and multiple regression analysis.FindingsThe findings confirm the positive impact of CE on consumers' attitude toward domestically produced luxury products, while CS has a significant but negative effect. Also, the results show that these effects are consistent across different levels of income, but vary by age and gender.Practical implicationsThese findings provide a deeper understanding of consumers' perceptions and inherent biases toward luxury brands. It further explains how brands with ostentatious value, in particular fashion brands, produced in Trinidad and Tobago, can compete against larger international brands.Originality/valueThe study is one of the few that examines the effects of personal values on attitudes toward luxurious fashion brands produced in a developing country. It uniquely extends the SIT model by examining the influence of CE, CS and demographical characteristics on preferential attitudes toward locally produced luxury fashion brands.

scholarly journals National Identity Construction in Cultural and Creative Tourism: The Double Mediators of Implicit Cultural Memory and Explicit Cultural Learning

SAGE Open ◽  
2021 ◽  
Vol 11 (3) ◽  
pp. 215824402110407
Author(s):  
Shu-Ning Zhang ◽  
Wen-Qi Ruan ◽  
Ting-Ting Yang
Keyword(s):  
National Identity ◽  
Cultural Identity ◽  
Mixed Method ◽  
Cultural Memory ◽  
Interactive Effect ◽  
Cultural Learning ◽  
Structured Interviews ◽  
Factors Affecting ◽  
Mediating Role ◽  
Chinese Tourists

In light of the gap in the national identity research, this study proposes, constructs, and examines the path to national identity by using a mixed-method approach. Study 1 collected 502 questionnaires from Chinese tourists, and Study 2 conducted semi-structured interviews with 15 tourists. The findings confirm that cultural and creative tourism contributes to the construction of tourists’ national identity. Tourists’ long-term implicit cultural memory and short-term explicit cultural learning are the double guarantees for forming tourists’ cultural identity. Importantly, tourists’ cultural identity plays a critical mediating role in promoting national identity. Moreover, the interactive effect of cultural experience and creative performance accelerates the construction process of tourists’ national identity. This study consolidates the sociopolitical significance of cultural and creative tourism for national identity through a rare mixed method and identifies the specific role of the cultural factors affecting national identity, thereby providing great theoretical contributions and practical value.

scholarly journals Segmentation of Young Adult Consumers in China: A Global-local Cultural Identity Perspective

2019 ◽  
Vol 11 (1) ◽  
pp. 30 ◽  
Author(s):  
Chunling Yu ◽  
Lily C. Dong
Keyword(s):  
Cluster Analysis ◽  
Young Adult ◽  
Cultural Identity ◽  
Identity Theory ◽  
Global Citizenship ◽  
Cultural Beliefs ◽  
Local Identity ◽  
Consumer Ethnocentrism ◽  
Global Brands ◽  
Cultural Positioning

This study explores the segmentation of young adult consumers in the growing market of China by adopting the cultural identity theory about global-local identity beliefs (global citizenship through global brands, nationalism, and consumer ethnocentrism). We use cluster analysis to outline individuals on their integration of three cultural beliefs. Then we examine each cluster for their attitude toward advertisements of global brands with global consumer cultural positioning (GCCP) and local consumer cultural positioning (LCCP). We identified four segments: the glocal citizen (37%), the explorer (26%), the extremely nationalist (19%) and the global-viewed adaptor (18%). All four segments demonstrate different attitudes to GCCP and LCCP advertisements and different purchasing intentions on global brands using GCCP and LCCP strategies.

scholarly journals A Qualitative Study of Cause-Related Marketing Campaigns and Consumers’ Purchase Intention of On-Demand Ride Services in Egypt

2019 ◽  
Vol 5 (1) ◽  
pp. 26
Author(s):  
Rana Essam Shazly ◽  
Abeer A. Mahrous
Keyword(s):  
Purchase Intention ◽  
Qualitative Interviews ◽  
Negative Effects ◽  
Consumer Responses ◽  
Factors Affecting ◽  
On Demand ◽  
Cause Related Marketing ◽  
Corporate Credibility ◽  
Social Venture ◽  
Cause Involvement

Corporate Social Responsibility (CSR) has become a matter of interest for academics and practitioners especially in the form of Cause-Related Marketing (CRM). The paper aims to revisit CRM campaign dimensions shaping consumer responses in terms of attitude toward firms and purchase intention in a less research market such as Egypt. Exploratory qualitative interviews were employed of thirteen in-depth interviews and one focus group (seven participants) with Egyptians using on-demand ride services. The current study shed the lights on the main CRM campaign factors affecting purchase intention and firm attitude. Those factors are cause involvement, consumers’ participation effort, company-cause fit, corporate credibility, altruistic attribution, campaign feedback, socio-demographic dimensions, and skepticism. Results revealed that campaign feedback has a master effect on consumers’ attitudes and purchasing behavior and wasn’t studied heavily in the literature. Also, the importance of the cause itself and how consumers are personally involved in the social issue is of great concern. Consumers’ skepticism and degree of participation effort required from consumers result in negative effects on their attitude toward firms which in turn affect their purchase intention. Yet, managers should inform consumers by how the company is using their donations, additionally; they should hamper consumers’ skepticism and enhance their trust in the socially conscious brands. People have to be updated with the campaign’s achievement and progress on a regular base. Eventually, determining the antecedents of CRM campaigns would help managers in selecting the best partners for an effective social venture.

Ethnic Identity Impact on Consumers’ Ethnocentric Tendencies: The Moderating Role of Acculturation and Materialism

2019 ◽  
Vol 45 (1) ◽  
pp. 31-53
Author(s):  
Manish Das ◽  
Debarshi Mukherjee
Keyword(s):  
Ethnic Identity ◽  
Social Identity Theory ◽  
Interpersonal Relationship ◽  
Three Dimensions ◽  
Local Culture ◽  
Consumer Ethnocentrism ◽  
Branding Strategies ◽  
Indian Consumers ◽  
Moderating Role

In the era of globalization and technological advancements, ethnic identity (EID) is creating both opportunities as well as challenges for domestic and international marketers in formulating suitable marketing and branding strategies. This study attempts to investigate the role of EID in shaping consumers’ ethnocentric tendencies (CET). By analyzing data obtained from 385 surveys completed by Indian consumers, the study assessed the association of EID dimensions and consumer ethnocentrism. The findings showed that Association with Local Culture, Preserving Local Culture, Feelings towards Local Culture and Local Interpersonal Relationship enhance consumers’ CET. Materialism strengthens the effects of association for three EID dimensions and ethnocentrism, whereas acculturation weakens the association for three dimensions of EID. This study contributes to the literature, especially in the understanding of social identity theory. Practically, the findings are useful to marketers and retailers dealing with consumers in India in formulating their cultural branding strategies.

scholarly journals Effects of country-of-origin stereotypes on consumer responses to product-harm crises

2018 ◽  
Vol 35 (3) ◽  
pp. 362-389 ◽  
Author(s):  
Camilla Barbarossa ◽  
Patrick De Pelsmacker ◽  
Ingrid Moons
Keyword(s):  
Country Of Origin ◽  
Product Category ◽  
Moderating Effects ◽  
Content Type ◽  
Consumer Responses ◽  
Consumer Ethnocentrism ◽  
Blame Attributions ◽  
Psychological Mechanisms ◽  
Consumer Country ◽  
A Company

Purpose The purpose of this paper is to investigate “how” and “when” the stereotypes of competence and warmth, that are evoked by a foreign company’s country-of-origin (COO), affect blame attributions and/or attitudes toward a company’s products when a company is involved in a product-harm crisis. Design/methodology/approach Study 1 (n=883) analyzes the psychological mechanisms through which perceived COO competence and warmth differently affect blame attributions and evaluative responses. Study 2 (n=1,640) replicates Study 1’s findings, and it also investigates how consumer ethnocentrism, animosity toward a country, and product category characteristics moderate the hypothesized COO’s effects. Findings COO competence leads to more favorable attitudes toward the involved company’s products. This effect increases when the company sells high-involvement or utilitarian products. COO warmth leads to more favorable attitudes toward the involved company’s products directly as well as indirectly by diminishing blame attributions. These effects increase when consumers are highly ethnocentric, or the animosity toward a foreign country is high. Originality/value This paper frames the investigation of COO stereotypes in a new theoretical and empirical setting, specifically, a product-harm crisis. It demonstrates that consumers differently evaluate a potential wrongdoing company and its harmful products in a product-harm crisis based on their perceptions of a company’s COO competence and warmth. Finally, it defines the moderating effects of individual, consumer-country-related and product characteristics on the hypothesized COO effects.

Cause-related sport marketing: Can this marketing strategy affect company decision-makers?

2010 ◽  
Vol 16 (4) ◽  
pp. 550-556 ◽  
Author(s):  
Richard L Irwin ◽  
Tony Lachowetz ◽  
John Clark
Keyword(s):  
Decision Making ◽  
Sport Marketing ◽  
Decision Makers ◽  
Switching Behavior ◽  
Survey Study ◽  
Business Relationship ◽  
High Profile ◽  
Cause Related Marketing ◽  
Consumer Segment ◽  
The Impact

AbstractIn an effort to sustain social responsibility initiatives, cause related marketing (CRM) has become more prevalent in the corporate marketing toolbox, due to the benefits realized by the sponsoring company, such as switching behavior by a desired consumer segment. The utilization of cause related sport marketing (CRSM) has also increased, as corporate entities position firms with high profile sport entities to obtain certain objectives. Little research has examined the impact of such programs on key business stakeholders, which this survey study attempts to address. Analysis of Variance results indicate respondents possessed positive opinions about the corporation's CRSM efforts, with significant differences existing between respondents with direct decision-making authority and those with limited or no decision-making authority on key items. Additionally, respondents expressed a more positive opinion toward continuing their business relationship with the corporation, or, for those respondents who were prospective clients, beginning a business relationship with the corporation.

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