Showcasing green: how culture influences sustainable behavior in food eco-labeling

PurposeThe aim of this study is to verify, through Hofstede's 6-D model, the impact of national culture on the implementation of eco-labeling activities on the supplier side, in order to provide consumers information about the sustainable behavior adopted by firms.Design/methodology/approachThe authors tested the impact of culture dimensions through an econometric model, on a sample composed by several countries of the world, in which at least a food certification is in force.FindingsInteresting results have been obtained and discussed, proving the existence of a relationship between culture and corporate sustainability showcasing. Cultural heritage has a deep influence on sustainable consumption demand. Firms need to put more effort to showcase their green behavior. Economic indicators have a role in fostering sustainable behavior.Originality/valueFood labeling is little explored, despite its growing importance for consumers. This research is a window in green marketing issues, specifically in global branding strategies.

AN INVESTIGATION ON THE HALLOWEEN ADVERTISEMENTS OF Mc DONALD’S and MINI COOPER BRANDS

Mc Donald's and Mini Cooper, accepted as global brands around the world, advertise corporate image for special occasions. Of these special days, Halloween has become popular culture by the target audience. The brands prepare advertising posters for the holiday celebrated on the evening of October 31st every year. In the study, literature on global branding, advertising and Halloween was searched. Six different advertising posters of Mc Donald's and Mini Cooper brands were examined. These studies have been analyzed using Saussure's semiotic method. Within the scope of the findings, the posters of the brands were compared and their relations with Halloween were interpreted.

Revealing the secrets of Qatar Airways' success

Purpose This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies. Design/methodology/approach This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context. Findings This research paper concentrates on uncovering how Qatar Airways successfully became a top-ranked multinational airline brand. The airline achieved this success by implementing three core strategies. Firstly, aggressive international expansion through rapidly launching new destinations, joining a strategic alliance, and expanding into offering ultra-long-haul routes. Secondly, a sharp focus on customer-oriented service through investing in an ultra modern airport base, and in a high-end aircraft fleet that delivers maximum passenger comfort. Thirdly, resilient global branding through attending international airshows and sponsorship opportunities. Originality/value The briefing saves busy executives, strategists and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.

Is country affinity applicable for domestic brands? The role of nation sentiment on consumers' self-brand connection with domestic vs foreign brands

PurposeThe purpose of this study is to examine the effect of country affinity, ethnocentrism and product quality judgment on self-brand connection regarding both domestic and foreign brands.Design/methodology/approachThe study involved an online experiment and was conducted using online questionnaires. Sampling was done among undergraduate students of a Southwestern university in the US. The data was analyzed using SEM with PLS.FindingsThe results showed, for foreign brands, consumer self-brand connection increased through the effect of country affinity and product quality judgment. For domestic brands, self-brand connection was influenced by ethnocentrism (and not country affinity or product quality judgment).Research limitations/implicationsThis study only focused on one industry (i.e. Television industry), and the authors recommend future studies examine a broader range of industries. Moreover, other country related constructs such as national identity need to be examined in future studies.Practical implicationsMarketers focusing on global branding and international marketing can benefit from the findings of this paper by understanding the routes through which consumers build self-brand connections in foreign vs domestic settings. Additionally, marketers can, more effectively, invest their resources by focusing on the factors that can be influential (i.e. ethnocentrism for domestic brands vs country affinity and product judgment for foreign brands).Originality/valueThis study examines the effect of country affinity, ethnocentrism and product quality judgment for consumers' domestic country as well as a foreign country. Moreover, this study contributes toward the global branding literature by incorporating self-brand connection as a behavioral outcome.