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International Marketing Review
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3.45
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Published on Dec 28, 2018in International Marketing Review3.45
Barbara Stöttinger16
Estimated H-index: 16
(WU: Vienna University of Economics and Business),
Elfriede Penz15
Estimated H-index: 15
(WU: Vienna University of Economics and Business)
Purpose In today’s globalized world, countries are becoming increasingly multiethnic. This raises questions about the different dimensions of consumers’ territorial identities, and how these dimensions are differentiated, interrelated and interlinked. The paper aims to discuss these issues. Design/methodology/approach Using qualitative interviews, this paper investigates how (40) respondents from two different ethnic minorities in a country that is not necessarily considered multiethnic perceive...
Published on May 29, 2019in International Marketing Review3.45
Yuliya Strizhakova10
Estimated H-index: 10
(RU: Rutgers University),
Robin A. Coulter23
Estimated H-index: 23
(UConn: University of Connecticut)
Published on Jan 10, 2019in International Marketing Review3.45
Timo Mandler (Toulouse Business School)
Purpose Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The purpose of this paper is to contribute to global branding literature by suggesting an extended conceptualization of PBG, and empirically testing a corresponding extended model of global brand effects, relative to the conventional operationalization. Design/methodology/approach An empirical study (n=907) involvi...
Published on May 2, 2019in International Marketing Review3.45
Shintaro Okazaki30
Estimated H-index: 30
('KCL': King's College London),
Charles R. Taylor31
Estimated H-index: 31
(Villanova University)
+ 1 AuthorsJörg Henseler31
Estimated H-index: 31
(NOVA: Universidade Nova de Lisboa)
Purpose An unconscious concern regarding one’s inevitable death, known as mortality salience, may affect consumers’ brand choices in the aftermath of disastrous events, such as earthquakes. The purpose of this paper is to examine the role of self-identification with global consumer culture (IDGCC) in global brand purchase intention in response to disasters that heighten mortality salience. The roles of materialism, consumer ethnocentrism, cosmopolitanism and hope in this this process are also ex...
Published on Jun 10, 2019in International Marketing Review3.45
Yuliya Strizhakova10
Estimated H-index: 10
(RU: Rutgers University),
Robin A. Coulter23
Estimated H-index: 23
(UConn: University of Connecticut)
Purpose The purpose of this paper is to offer a framework for considering the interplay between local (national) and global (world-based) identities and consumption practices with attention to various conceptualizations and measurements of consumer cultural identity. Design/methodology/approach This is a conceptual paper reviewing major works on consumer cultural identities and offering a framework for future considerations of the interplay between global and local identities. Findings The frame...
Published on Dec 31, 2018in International Marketing Review3.45
Katerina Makri2
Estimated H-index: 2
(WU: Vienna University of Economics and Business),
Karolos-Konstantinos Papadas (Ebor: University of York), Bodo B. Schlegelmilch41
Estimated H-index: 41
(WU: Vienna University of Economics and Business)
Purpose The purpose of this paper is to represent the first empirical attempt to explore global-local consumer identities as drivers of global digital brand usage. Specifically, this study considers a unique category of digital products, social networking sites (SNS), and develops a set of hypotheses to assess the mechanism through which location-based identities influence the actual usage of global SNS (Facebook and Instagram). Moreover, cross-country variations are investigated under the lens ...
Published on Dec 18, 2018in International Marketing Review3.45
Boris Bizumic11
Estimated H-index: 11
(ANU: Australian National University)
Purpose The purpose of this paper is to investigate, theoretically and empirically, the role of the six dimensions of reconceptualized ethnocentrism in consumer ethnocentrism. The paper investigates both direct and indirect effects of the six dimensions on consumer ethnocentrism, through four theoretically meaningful mediators: nationalism, ethnic ingroup positivity, national ingroup positivity and prejudice against foreigners. Design/methodology/approach This study has used primary data collect...
Published on Jan 2, 2019in International Marketing Review3.45
Vasileios Davvetas5
Estimated H-index: 5
(University of Leeds),
Georgios Halkias7
Estimated H-index: 7
(University of Vienna)
Purpose The dominant paradigm in international branding research treats perceived brand globalness (PBG) and localness (PBL) as attributes algebraically participating in brand assessment and disregards the perception of brands as humanlike entities actively embedded in consumers’ social environments. Challenging this view and drawing from stereotype theory, the purpose of this paper is to suggest that PBG/PBL trigger the categorization of products under the superordinate mental categories of glo...
Published on May 2, 2019in International Marketing Review3.45
Nicolas Papadopoulos24
Estimated H-index: 24
(Carleton University)
Purpose The purpose of this paper is to comment on the article “Consumer cultural identity: Local and global cultural identities and measurement implications” by Yuliya Strizhakova and Robin Coulter. Design/methodology/approach The commentary summarizes the main characteristics of the authors’ study, positions it in the context of globalization, and suggests additional directions for potential future research. Findings The article by Strizhakova and Coulter has many strengths and provides a good...
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