The effects on innovation of the dual embeddedness of returnee young ventures (RYVs) in both domestic and international networks of relationships and knowledge contexts are important for value crea...
Our understanding of experiential learning via export learning process, and its outcomes, is limited in the international marketing literature. Using multi-source, time-lagged data of exporting firms in the United Kingdom (U.K.) and China, this study finds that export learning process is positively associated with marketing strategy adaptation for both U.K. and Chinese exporters. Results suggest contrasting moderating effects of experiential knowledge resources (i.e., psychic dispersion, multina...
One popular strategy for brands to grow outside of their home markets is to use line extensions. Although extensive research has examined how factors such as culture influence product acceptance across markets, far less is known regarding how such factors influence parent brand perceptions in response to an extension. This article investigates the role of one aspect of culture, consumers’ thinking styles, in terms of postextension parent brand spillover effects, and considers potential implicati...
Five theoretical approaches can predict favoritism toward domestic and foreign brands. This article applies a contrastive perspective to examine social identity, personal identity, cultural identity, system justification, and categorical cognition theories and their attendant constructs. The authors propose a set of main-effects hypotheses as well as hypotheses related to both product and country moderation effects on attitudes toward and loyalty to domestic and foreign brands. They test the hyp...
For business success and continued growth, multinational corporations (MNCs) must work to efficiently leverage interactions with customers dispersed across geographic boundaries. Under the framework of the attention-based view, this study examines the MNC strategic approach of country-based interaction orientation and marketing strategy implementation adaptation/standardization as drivers of global profit growth, contingent on the environmental conditions of competitive intensity and market dyna...
Although personality and cultural traits were found to be important predictors or moderators of consumer attitudes and behavior, their relationship to consumer animosity has not yet been studied. This article reports the findings of a study conducted among 606 Ukrainian consumers, aiming to identify personality drivers and behavioral outcomes of consumer animosity, as well as the moderating role of cultural characteristics. Structural equation modeling revealed that extraversion and conscientiou...
Intercultural service encounters, in which customers and service employees from different cultures interact, are becoming more common in the market. Despite the importance of such encounters for international marketers, limited research attention has been directed to this area. Drawing on social exchange theory, this study examines how frontline employees’ cultural intelligence (CQ) influences customer loyalty outcomes of service quality perceptions. Specifically, the authors propose that the th...