scholarly journals Positioning Multicountry Brands: The Impact of Variation in Cultural Values and Competitive Set

2017 ◽  
Vol 54 (6) ◽  
pp. 914-931 ◽  
Author(s):  
Rajeev Batra ◽  
Y. Charles Zhang ◽  
Nilüfer Z. Aydinoğlu ◽  
Fred M. Feinberg
Keyword(s):  
Cultural Values ◽  
Brand Management ◽  
Semantic Analysis ◽  
Theory And Practice ◽  
Data Set ◽  
Global Brand ◽  
Extensive Field ◽  
Global Consistency ◽  
Life Values ◽  
The Impact

Building on cultural values research, the authors identify specific image attributes on which multicountry brands should position themselves consistently across markets. Leveraging prior research, they identify three life values that are most equal (benevolence, universalism, and self-direction) and two that are least equal (power and hedonism) in cross-national importance. The authors link specific brand image attributes (e.g., friendly, social, elite style, arrogant) to these life values through empirical data and semantic analysis. Using an extensive field data set on consumer perceptions and preferences from 22 countries regarding more than 1,700 brands, the authors then show that greater global consistency of a brand's image decreases overall brand attitudes if the specific image attribute is one that is not equally desired worldwide. They also find that the attitudinal impact of a multicountry brand's positioning consistency on commonly valued image attributes is greater when the set of competitors the brand faces across its markets is more homogeneous. The authors discuss implications for global brand management theory and practice.

Brand awareness: revisiting an old metric for a new world

2017 ◽  
Vol 26 (5) ◽  
pp. 469-476 ◽  
Author(s):  
Jenni Romaniuk ◽  
Samuel Wight ◽  
Margaret Faulkner
Keyword(s):  
Market Share ◽  
Brand Management ◽  
Brand Awareness ◽  
Underlying Structure ◽  
Cross Sectional ◽  
Content Type ◽  
Country Level ◽  
Global Brand ◽  
The Impact ◽  
Over Time

Purpose Brand awareness is a pivotal, but often neglected, aspect of consumer-based brand equity. This paper revisits brand awareness measures in the context of global brand management. Design/methodology/approach Drawing on the method of Laurent et al. (1995), this cross-sectional longitudinal study examines changes in brand awareness over time, with sample sizes of approximately 300 whisky consumers per wave in three countries: United Kingdom, Taiwan and Greece. Findings There is consistency in the underlying structure of awareness scores across countries, and over time, extending the work of Laurent et al. (1995). Results show that a relevant operationalisation of brand awareness needs to account for the history of the brand. Furthermore, the nature of the variation of brand awareness over time interacts with a brand’s market share. Research limitations/implications When modelling the impact of brand awareness researchers need to consider two factors – the brand’s market share and whether a more stable or volatile measure is sought. This avoids mis-specifying the country-level contribution of brand awareness. Practical implications Global brand managers should be wary of adopting a “one size fits all” approach. The choice of brand awareness measure depends on the brand’s market share, and the desire for higher sensitivity or stability. Originality/value The paper provides one of the few multi-country investigations into brand awareness that can help inform global brand management.

The impact of national cultural values on retail structure

2016 ◽  
Vol 33 (6) ◽  
pp. 894-920 ◽  
Author(s):  
Boryana V. Dimitrova ◽  
Bert Rosenbloom ◽  
Trina Larsen Andras
Keyword(s):  
Cultural Values ◽  
National Culture ◽  
Retail Operations ◽  
Data Set ◽  
Content Type ◽  
The World ◽  
Primary Focus ◽  
Retail Structure ◽  
The Impact ◽  
The Relationship

Purpose The purpose of this paper is to investigate the relationship between national cultural values and retail structure. Design/methodology/approach The authors use a panel data set of 67 countries over the period 1999-2012. Findings The results demonstrate that national cultural values, measured with the World Values Survey’s traditional/secular-rational and survival/self-expression dimensions, affect retail structure. Research limitations/implications While marketing scholars have examined the relationship between demographic and competitive factors and retail structure, there has been a substantial body of anecdotal evidence showing that national culture can also drive retail structure development. In order to enhance the understanding of the relationship between national culture and retail structure, the authors empirically examine the impact of national cultural values on retail structure. Originality/value This study is the first one to empirically examine the impact of national culture on retail structure. The authors thus help advance retail structure research the primary focus of which has been on investigating the impact of demographic and competitive factors on retail structure. This study is especially relevant to international retail managers who coordinate retail operations in multiple countries around the world. These managers need insight into the impact of national cultural values on retail structure in order to devise effective retail strategies for each host market.

East Asian films in the European market: the roles of cultural distance and cultural specificity

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Xiaoyan Wang ◽  
Haibo Raymond Pan ◽  
Nibing Zhu ◽  
Shaohan Cai
Keyword(s):  
Cultural Distance ◽  
East Asian ◽  
Theory And Practice ◽  
Data Set ◽  
Content Type ◽  
Box Office ◽  
Cultural Specificity ◽  
The Impact ◽  
The Relationship ◽  
Box Office Performance

PurposeThis study investigates the impact of cultural distance on foreign box office performance of East Asian cinematic production in European markets. Predicated on two dimensions of a film's cultural specificity, namely content- and aesthetics-based components, this research advances current knowledge on the moderating effects of cultural specificity.Design/methodology/approachThe authors compile a data set of 515 East Asian films released in European countries during the 2010–2018 period. Data are analyzed by hierarchical linear modeling.FindingsResults show that cultural distance plays a negative role in affecting foreign box office performance and that aesthetics specificity of films weakens such a relationship, while content specificity of films can further strengthen the relationship.Practical implicationsThe findings suggest that cultural specificity is a crucial element and a relevant marketing tool in the cross-country film trade. Film producers and distributors need to consider both distribution strategy and intercultural context in order to align effectively with differing cultural distance and specificity.Originality/valueThis study proposes a new categorization framework of cultural specificity and demonstrates the moderating roles of content and aesthetics specificity on the relationship between cultural distance and films' foreign box office performance. It offers implications for both theory and practice in global film marketing and trade.

Internal audience strikes back from the outside: emotionally exhausted employees’ negative word-of-mouth as the active brand-oriented deviance

2020 ◽  
Vol 29 (7) ◽  
pp. 863-876
Author(s):  
Sang Bong Lee ◽  
Taewon Suh
Keyword(s):  
Emotional Exhaustion ◽  
Turnover Intention ◽  
Word Of Mouth ◽  
Brand Management ◽  
Explanatory Power ◽  
Negative Word ◽  
Equation Modeling ◽  
Data Set ◽  
Content Type ◽  
The Impact

Purpose Reflecting on the importance of negative word-of-mouth (NWOM) executed by internal audience of brand management, this study aims to explore the mechanism of employees’ NWOM in the emotional exhaustion context. Design/methodology/approach Focusing on employees’ active brand-oriented deviances, this study used a surveyed data set (n = 150) collected from negatively aroused employees experiencing a negative event within their organization. Structural equation modeling was adopted to test the hypotheses. Findings The current study revealed that employees’ NWOM is associated with emotional exhaustion. Also, it discovered that emotional exhaustion is more strongly associated with employees’ NWOM than turnover intention. Research limitations/implications Relying on self-regulation theory, the current study identified emotional exhaustion as a critical antecedent of employees’ NWOM. Future researchers can use the longitudinal research design or temporal separation as an effort to prevent common method variance. Practical implications Internal audiences engage in negative brand-oriented performance by spreading NWOM. Further, the advance in social media may instigate NWOM spread by internal audiences to external audiences. Originality/value This paper tests the explanatory power of conservation of resources theory and self-regulatory theory in terms of the impact of employees’ emotional exhaustion on NWOM and turnover intention.

The impact of country connectedness and cultural values on the equity of a country’s workforce

2015 ◽  
Vol 22 (1) ◽  
pp. 2-20
Author(s):  
Philip DesAutels ◽  
Pierre Berthon ◽  
Albert Caruana ◽  
Leyland F. Pitt
Keyword(s):  
Cultural Values ◽  
Child Labor ◽  
Research Question ◽  
Single Point ◽  
National Level ◽  
National Income ◽  
Developed Countries ◽  
Data Set ◽  
Content Type ◽  
The Impact

Purpose – The purpose of this paper is to focus on the impact that country connectedness and cultural values have on the equity afforded to a country’s workforce in today’s global economy. Design/methodology/approach – Drawing upon a number of large international surveys of national-level metrics, e-readiness is identified as a proxy measure for country connectedness. Cultural variables are proxied by the World Values Survey’s national-level scores on “survival/self-expression” and “traditional/secular-rational” values. Workforce equity is captured via three measures: per capita Gross National Income (GNI) based on purchasing power parity (PPP), a Gini-coefficient, and the prevalence of child labor. Stepwise regression analysis is employed to investigate expected relationships. Findings – Results suggest an interesting link between the constructs investigated. A negative and significant effect of e-readiness and a negative and significant effect of traditional/secular-rational values on workforce equity are reported. In addition, the impact of e-readiness appears to be absolutely larger while thee impact of survival/self-expression values on the workforce equity is not found to be significant. Research limitations/implications – The research is primarily exploratory in nature thereby providing a foundation but not an end product. Next, the data used in the research is aggregate-level data providing broad generalizations about each country. Does a country have a single culture? Is the connectivity of a country a valid measure of the regions within? The authors chose to use an analysis at a single point in time. A longitudinal study could provide more insight and thus help to highlight causality. The data utilized was repurposed from third-party sources. Finally, only 37 observations are used and a broader data set could help strengthen findings further. Social implications – The rapid march of country connectedness across the globe is eroding firms’ ability to shade their actions through the distance afforded by global supply chains. A country’s culture values has a significant impact on workforce equity but country connectedness has a stronger impact, thus companies operating in more traditional and less developed countries will face significant impacts as these countries get connected. Rather than a threat, companies may see country connectedness and workforce equity as an opportunity. Firms that treat their workers well will see vast new markets open for them as evermore of the world’s population becomes economically active. Originality/value – Uses an innovative data capture methodology that allows the investigation of an interesting and unexplored research question.

Age at Exposure to Parental Suicide and the Subsequent Risk of Suicide in Young People

Crisis ◽  
2018 ◽  
Vol 39 (1) ◽  
pp. 27-36 ◽  
Author(s):  
Kuan-Ying Lee ◽  
Chung-Yi Li ◽  
Kun-Chia Chang ◽  
Tsung-Hsueh Lu ◽  
Ying-Yeh Chen
Keyword(s):  
Young People ◽  
Proportional Hazards ◽  
Proportional Hazards Model ◽  
Cox Proportional Hazards ◽  
Cox Proportional Hazards Model ◽  
Birth Registry ◽  
Data Set ◽  
Parental Suicide ◽  
The Impact ◽  
Age At Exposure

Abstract. Background: We investigated the age at exposure to parental suicide and the risk of subsequent suicide completion in young people. The impact of parental and offspring sex was also examined. Method: Using a cohort study design, we linked Taiwan's Birth Registry (1978–1997) with Taiwan's Death Registry (1985–2009) and identified 40,249 children who had experienced maternal suicide (n = 14,431), paternal suicide (n = 26,887), or the suicide of both parents (n = 281). Each exposed child was matched to 10 children of the same sex and birth year whose parents were still alive. This yielded a total of 398,081 children for our non-exposed cohort. A Cox proportional hazards model was used to compare the suicide risk of the exposed and non-exposed groups. Results: Compared with the non-exposed group, offspring who were exposed to parental suicide were 3.91 times (95% confidence interval [CI] = 3.10–4.92 more likely to die by suicide after adjusting for baseline characteristics. The risk of suicide seemed to be lower in older male offspring (HR = 3.94, 95% CI = 2.57–6.06), but higher in older female offspring (HR = 5.30, 95% CI = 3.05–9.22). Stratified analyses based on parental sex revealed similar patterns as the combined analysis. Limitations: As only register-­based data were used, we were not able to explore the impact of variables not contained in the data set, such as the role of mental illness. Conclusion: Our findings suggest a prominent elevation in the risk of suicide among offspring who lost their parents to suicide. The risk elevation differed according to the sex of the afflicted offspring as well as to their age at exposure.

Information and Communication Technology and Cultural Change

2012 ◽  
Vol 43 (4) ◽  
pp. 222-231 ◽  
Author(s):  
Nina Hansen ◽  
Tom Postmes ◽  
Nikita van der Vinne ◽  
Wendy van Thiel
Keyword(s):  
Cultural Values ◽  
Information And Communication Technology ◽  
Communication Technology ◽  
Cultural Change ◽  
Control Group ◽  
Self Construal ◽  
Information And Communication ◽  
The Impact ◽  
Ict For Development ◽  
Practical Implications

This paper studies whether and how information and communication technology (ICT) changes self-construal and cultural values in a developing country. Ethiopian children were given laptops in the context of an ICT for development scheme. We compared children who used laptops (n = 69) with a control group without laptops (n = 76) and a second control group of children whose laptop had broken down (n = 24). Results confirmed that after 1 year of laptop usage, the children’s self-concept had become more independent and children endorsed individualist values more strongly. Interestingly, the impact of laptop usage on cultural values was mediated by self-construal (moderated mediation). Importantly, modernization did not “crowd out” traditional culture: ICT usage was not associated with a reduction in traditional expressions (interdependent self-construal, collectivist values). Theoretical and practical implications are discussed.

Pengaruh Budaya Terhadap Akuntansi, Auditing Dan Praktik Akuntansi Internasional

2016 ◽  
Vol 3 (1) ◽  
pp. 78-95
Author(s):  
Priyastiwi Priyastiwi
Keyword(s):  
Cultural Values ◽  
Leadership Style ◽  
Financial Reporting ◽  
National Level ◽  
Deep Understanding ◽  
Cultural Dimensions ◽  
Financial Disclosure ◽  
Cross Cultural Differences ◽  
The Future ◽  
The Impact

The purpose of this article is to provide the basic model of Hofstede and Grays’ cultural values that relates the Hofstede’s cultural dimensions and Gray‘s accounting value. This article reviews some studies that prove the model and develop the research in the future. There are some evidences that link the Hofstede’s cultural values studies with the auditor’s judgment and decisions by developing a framework that categorizes the auditor’s judgments and decisions are most likely influenced by cross-cultural differences. The categories include risk assessment, risk decisions and ethical judgments. Understanding the impact of cultural factors on the practice of accounting and financial disclosure is important to achieve the harmonization of international accounting. Deep understanding about how the local values may affect the accounting practices and their impacts on the financial disclosure are important to ensure the international comparability of financial reporting. Gray’s framework (1988) expects how the culture may affect accounting practices at the national level. One area of the future studies will examine the impact of cultural dimensions to the values of accounting, auditing and decision making. Key word : Motivation, leadership style, job satisfaction, performance

Keynote

2019 ◽  
Vol 1 (1) ◽  
Author(s):  
Jeanne LIEDTKA
Keyword(s):  
Organizational Performance ◽  
Design Thinking ◽  
Social Systems ◽  
Field Research ◽  
Higher Order ◽  
Lens Design ◽  
Social Sector ◽  
Extensive Field ◽  
Innovative Solutions ◽  
The Impact

The value delivered by design thinking is almost always seen to be improvements in the creativity and usefulness of the solutions produced. This paper takes a broader view of the potential power of design thinking, highlighting its role as a social technology for enhancing the productivity of conversations for change across difference. Examined through this lens, design thinking can be observed to aid diverse sets of stakeholders’ abilities to work together to both produce higher order, more innovative solutions and to implement them more successfully. In this way, it acts as a facilitator of the processes of collectives, by enhancing their ability to learn, align and change together. This paper draws on both the author’s extensive field research on the use of design thinking in social sector organizations, as well as on the literature of complex social systems, to discuss implications for both practitioners and scholars interested in assessing the impact of design thinking on organizational performance.

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