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Signaling theory and its relevance in international marketing: a systematic review and future research agenda International Marketing Review (IF 5.774) Pub Date : 2024-04-05 Zubair Ali Shahid, Muhammad Irfan Tariq, Justin Paul, Syed Ali Naqvi, Leonie Hallo
Purpose The purpose of this paper is to analyze to what extent and in what ways signaling theory has been explored within the field of international marketing. This paper systematically reviews the use of signaling theory in the field of international marketing. Communication is a core aspect of the international marketing process. Research in this field has explored effective and unique ways of improving
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Different countries, different institutions: how do brand-oriented SMEs leverage branding capabilities to boost export performance? International Marketing Review (IF 5.774) Pub Date : 2024-03-25 Piyush Ranjan
Purpose This study aims to develop a moderated mediation model that enables the examination of the direct relationship between brand orientation (BO) and export performance, the mediating effects of external and internal branding capabilities on the BO-export performance link, and the moderating influence of institutional environment, i.e. regulatory turbulence and policy support. Design/methodology/approach
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Actors' facial similarity and its impact on US movies' box-office performance in East and South-East Asia International Marketing Review (IF 5.774) Pub Date : 2024-03-20 Verdiana Giannetti, Jieke Chen, Xingjie Wei
Purpose Anecdotal evidence suggests that casting actors with similar facial features in a movie can pose challenges in foreign markets, hindering the audience's ability to recognize and remember characters. Extending developments in the literature on the cross-race effect, we hypothesize that facial similarity – the extent to which the actors starring in a movie share similar facial features – will
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Consumer response to the new normal: examining the role of anticipated recovery, smart governance and prosocial behavior in driving satisfaction International Marketing Review (IF 5.774) Pub Date : 2024-03-20 Amandeep Dhir, Arun Madanaguli, Fauzia Jabeen, Dorra Yahiaoui, Roberto Quaglia
Purpose Drawing on the stimulus–organism–response framework, this study examined the environmental stimuli driving tourists' internal, or organismic, states. In addition, the authors investigated the association of the identified organismic variables with the response variables during the COVID-19 pandemic. Specifically, the study examined how the associations between tourists' anticipation of recovery
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Consumer xenocentrism when domestic products are better International Marketing Review (IF 5.774) Pub Date : 2024-03-18 Amonrat Thoumrungroje, Adamantios Diamantopoulos, Nathalie Caroline Scherer
Purpose Drawing on cue utilization theory and the theory of motivated reasoning, we investigate the impact of consumer xenocentrism on product preferences in a situation where domestic products objectively outperform their foreign counterparts. Design/methodology/approach We develop and test a model linking xenocentrism to consumers’ preference towards domestic vs. foreign products by (1) examining
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International dynamic marketing capabilities: developments and a research agenda International Marketing Review (IF 5.774) Pub Date : 2024-02-13 Gregor Pfajfar, Maciej Mitręga, Aviv Shoham
Purpose In this paper, the authors aim to introduce international dynamic marketing capabilities (IDMCs) theoretically derived from marketing capabilities (MCs), dynamic marketing capabilities (DMCs) and international marketing capabilities (IMCs) and provide a novel conceptualization of the concept by applying a holistic view of the international enterprise. Design/methodology/approach This is a literature
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Triadic multilevel psychic distance in firm internationalization International Marketing Review (IF 5.774) Pub Date : 2024-01-02 Aswo Safari
Purpose This study focuses on the triadic multilevel psychic distance (MPD) between the firm, target market and bridge-maker and its consequences for firm internationalization. Specifically, it spotlights the triadic psychic distance between firms, the levels of psychic distance in the target market (country and business) and the bridge-maker. Therefore, this study examines the triadic MPD among these
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Hybrid business offerings in small internationalisers: a mixed-method analysis of internal capabilities through hesitant fuzzy information International Marketing Review (IF 5.774) Pub Date : 2023-12-15 Hannan Amoozad Mahdiraji, Aliasghar Abbasi Kamardi, Vahid Jafari-Sadeghi, Seyed Hossein Razavi Hajiagha, Sylvaine Castellano
Purpose In this research, the initial list of internal capabilities in small and medium-sized enterprises (SMEs) leading to success in international markets has been extracted. Then, the most relevant capabilities to international SMEs under servitisation and hybrid offerings have been screened. Next, the selected capabilities have been classified, and ultimately the relationship amongst the capabilities
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The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets International Marketing Review (IF 5.774) Pub Date : 2023-12-06 Kirsten Cowan, Alena Kostyk
Purpose Do luxury consumers negatively evaluate digital interactions (website and social media) by international luxury brands? The topic has received much debate. The authors argue that luxury brand personality (modern vs. traditional), which encompasses a more stable form of brand identity in global markets, affects evaluations of digital interactions. They further investigate the role of self-brand
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Exploring the influence of hybrid product–service offerings on firm internationalization strategies: an international perspective International Marketing Review (IF 5.774) Pub Date : 2023-11-23 Yipeng Liu, Oscar F. Bustinza, Ferran Vendrell-Herrero, Cary Cooper, Demetris Vrontis
Purpose This paper aims to deepen the understanding of the interconnection between hybrid product–service offerings and firms' internationalization strategies, focusing on market entry, export performance and subsidiary strategy development. Design/methodology/approach The approach involves reviewing and summarizing the existing body of research in the area. This is complemented by the analysis of
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SMEs' regional diversification: dynamic patterns and home market institutional determinants International Marketing Review (IF 5.774) Pub Date : 2023-11-14 Wensong Bai, Mikael Hilmersson, Martin Johanson, Luis Oliveira
Purpose The authors seek to advance the understanding of small- and medium-sized enterprise (SME) internationalization at the regional level and examine the role of home market institutions in this process. Design/methodology/approach The authors analyze hypotheses with data from SMEs in five country markets and from the Global Entrepreneurship Monitor. A cluster analysis establishes the regional diversification
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Negative and positive contamination in secondhand fashion consumption: does culture matter? International Marketing Review (IF 5.774) Pub Date : 2023-11-14 Naeun Lauren Kim, Byoungho Ellie Jin, Terry Haekyung Kim
Purpose Despite the growing popularity of online secondhand platforms globally, there is a lack of studies exploring how consumers worldwide perceive contamination and the use of secondhand goods differently according to the culture. Based on the consumer contamination theory, this study aims to investigate the cultural differences of South Koreans and Americans by examining three variables (e.g. transaction
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Omnichannel management capabilities in international marketing: the effects of word of mouth on customer engagement and customer equity International Marketing Review (IF 5.774) Pub Date : 2023-10-12 Shahriar Akter, Mujahid Mohiuddin Babu, Tasnim M. Taufique Hossain, Bidit Lal Dey, Hongfei Liu, Pallavi Singh
Purpose The main purpose of this study is to fill the research gap on how B2B global service firms integrate dynamic capabilities within their omnichannel management to influence positive word of mouth (WOM), customer engagement (CE) and customer equity. Design/methodology/approach Drawing on the dynamic capability and WOM theories, a model has been developed that defines the subjects of the empirical
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“Buy local” campaigns in times of crisis: insights from reactance theory International Marketing Review (IF 5.774) Pub Date : 2023-10-12 Michela Matarazzo, Adamantios Diamantopoulos, Andreas Raff
Purpose Reactance theory is applied to investigate consumer responses to “buy local” campaigns initiated by government to counteract the effects of an economic crisis, using the COVID-19 pandemic as an illustrative context. Design/methodology/approach A conceptual model is developed, aimed at revealing the extent to which “buy local” campaigns – explicitly justified by the need to fight an economic
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International dynamic marketing capabilities and international performance during the pandemic: a study of export manufacturers from Poland International Marketing Review (IF 5.774) Pub Date : 2023-09-27 Mariola Ciszewska-Mlinarič, Dariusz Siemieniako, Piotr Wójcik
Purpose This paper contributes to studies on the relationship between dynamic capabilities (DCs) and performance by showing how domain-specific DCs – international dynamic marketing capabilities (IDMCs) – affect the international performance of exporting firms in the context of extreme environmental dynamism – during the COVID-19 pandemic. Design/methodology/approach The authors focus on a sample of
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Innovation and commercialisation: the role of the international dynamic marketing capability in Malaysian international entrepreneurial firms International Marketing Review (IF 5.774) Pub Date : 2023-09-12 Md Imtiaz Mostafiz, Farhad Uddin Ahmed, Fahad Ibrahim, Shlomo Yedidia Tarba
Purpose This study aims to investigate how international entrepreneurial firms (IEFs) successfully commercialise innovative products/services internationally. In doing so, the authors examined the role played by the international dynamic marketing capability (IDMC) in the relationship between explorative and exploitative innovation and commercialisation. In addition, the authors also evaluated how
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Systematic review of international marketing capabilities in dynamic capabilities view – calibrating research on international dynamic marketing capabilities International Marketing Review (IF 5.774) Pub Date : 2023-09-05 Gregor Pfajfar, Maciej Mitręga, Aviv Shoham
Purpose This study aims to conduct a thorough literature review to map current studies on international marketing capabilities (IMCs) applying dynamic capabilities view (DCV). The aim of this study is to increase the chances for more conceptual and terminological rigor in future research in this particular research area. Design/methodology/approach This is a systematic literature review following the
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Decision-making in international marketing: past, present and future International Marketing Review (IF 5.774) Pub Date : 2023-08-22 João S. Oliveira, Magnus Hultman, Nathaniel Boso, Ian Hodgkinson, Paul Hughes, Ekaterina Nemkova, Anne Souchon
Purpose This special issue seeks to create an interdisciplinary community of researchers applying decision-making theory to the international marketing context. The articles published in this special issue contain cutting-edge conceptual and empirical studies that enhance existing knowledge on international marketing decision-making. Design/methodology/approach Thirty-six (36) manuscripts were submitted
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How can companies boost legitimacy in international markets? A dynamic marketing capabilities approach International Marketing Review (IF 5.774) Pub Date : 2023-08-15 Lourdes Rivero-Gutierrez, Pablo Cabanelas, Francisco Diez-Martin, Alicia Blanco-Gonzalez
Purpose Foreign markets possess different characteristics to domestic ones; this means that dynamic marketing capabilities (DMCs) should be adjusted. This paper aims to understand how these DMCs enable firms to achieve greater legitimacy in international markets. Design/methodology/approach This research uses a qualitative approach based on in-depth interviews in collaboration with an association of
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When cause familiarity leads to positive attitudes toward brands in a cause–brand alliance: a cross-cultural study during the COVID-19 pandemic International Marketing Review (IF 5.774) Pub Date : 2023-08-09 Saeedeh Rezaee Vessal, Judith Partouche, Insaf Khelladi, Sylvaine Castellano, Mehmet Orhan, Rossella Sorio
Purpose Building on construal level theory and applying the hypothetical distance dimension, this cross-cultural study (individualistic vs collectivistic culture) aims to explore the effects of cause familiarity on individuals' attitudes toward a brand and how cause–brand fit mediates this relationship. Furthermore, this study explores how perceived betrayal moderates the relationship between cause–brand
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The impact of social media communication on consumer-based brand equity and purchasing intent in a pandemic International Marketing Review (IF 5.774) Pub Date : 2023-08-02 Lee Heng Wei, Ong Chuan Huat, Ramayah Thurasamy
Purpose This study aims to investigate the impact of the source of the content in social media communication and the content distribution intensity on consumer-based brand equity (CBBE) dimensions and how the study will eventually impact purchase intention. Design/methodology/approach A total of 521 samples were collected using an online survey questionnaire. The respondents' validity was verified
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International relationship management during social distancing: the role of AI-integrated social CRM by MNEs during the Covid-19 pandemic International Marketing Review (IF 5.774) Pub Date : 2023-07-25 Sheshadri Chatterjee, Ranjan Chaudhuri, Alkis Thrassou, Demetris Vrontis
Purpose The research empirically examines the role of artificial intelligence (AI) integrated with social customer relationship management (SCRM) in multinational enterprises (MNEs) towards international relationship management under social distancing conditions due to the COVID-19 pandemic. Design/methodology/approach The study initially undertakes pertinently focused theoretical research in the fields
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The link between advanced servitization, global distribution channels and the longitudinal performance of sales in international markets International Marketing Review (IF 5.774) Pub Date : 2023-07-18 Waleed Shleha, Yancy Vaillant, Jonathan Calleja-Blanco
Purpose The research presented in this paper has been conducted to understand the impact of advanced-servitized-products on the longitudinal sales performance of manufacturing companies across international markets. The research strives to understand how the onsite presence leverages this impact. Design/methodology/approach To reach this objective, an empirical sample of more than 4,000 sales transactions
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A comparative study on the strategic roles of service customer equity and innovation protection on firm performance International Marketing Review (IF 5.774) Pub Date : 2023-07-14 Arifin Angriawan, Ramendra Thakur, David Baker
Purpose The purpose of this study is to understand the strategic roles of service customer equity (SCE) and innovation protection on firm performance (FP). Design/methodology/approach Structural equation modeling (SEM) was used to test the proposed model. The authors tested the model using managerial data from two countries: USA and India. Findings The findings of this study indicated positive direct
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Business hybrid offerings by manufacturing SMEs: impact of servitization on internationalization of manufacturing SMEs International Marketing Review (IF 5.774) Pub Date : 2023-07-11 Sheshadri Chatterjee, Ranjan Chaudhuri, Demetris Vrontis
Purpose This study examines the significance of the hybrid offerings of servitization by manufacturing small and medium-sized enterprises (SMEs). This study also examines why and how hybrid offerings matter for manufacturing SMEs. The study also investigates the moderating role of risk-taking ability (RA) and technology turbulence (TT) on manufacturing SMEs' performance. Design/methodology/approach
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Political ties in emerging markets: a systematic review and research agenda International Marketing Review (IF 5.774) Pub Date : 2023-07-10 Ahmed Adel Tantawy, Joseph Amankwah-Amoah, Pushyarag Puthusserry
Purpose This paper identifies the development of and gaps in knowledge in various management disciplines, including international marketing in relation to political ties in emerging markets, based on a systematic review of the related literature. The paper develops a synthesized integrative framework and provides a research agenda and pathways for future research. Design/methodology/approach The study
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The influence of self-construal on consumer responses to sizing discrepancy International Marketing Review (IF 5.774) Pub Date : 2023-07-10 Hyeyoon Jung, Peter Magnusson, Yi Peng
Purpose This study examines how consumers' self-construal moderates consumers' buying behavior in situations requiring consumers to buy larger-than-expected clothing sizes. The authors explore the potential effectiveness of two distinct communication strategies – emotional versus informational ad appeals – to mitigate the negative effects of sizing discrepancies. Design/methodology/approach A total
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Managers’ process thinking skills, dynamic capabilities and performance in export ventures International Marketing Review (IF 5.774) Pub Date : 2023-06-22 Merve Vardarsuyu, Stavroula Spyropoulou, Bulent Menguc, Constantine S. Katsikeas
Purpose The purpose of this study is to unfold the role of managerial characteristics in developing the dynamic capabilities necessary to serve foreign customers and compete in export market ventures. Design/methodology/approach The authors test their proposed model using path analysis with data collected from export managers working in 204 small- and medium-sized Turkish exporters operating in various
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Network bricolage of international entrepreneurs for new market entry: a cross-national study of small biotech firms International Marketing Review (IF 5.774) Pub Date : 2023-06-05 Man Yang, Tanja Leppäaho
Purpose The authors aimed to contribute to the interface of comparative international entrepreneurship and international marketing by exploring the micro-foundations and micro-processes of network bricolage aimed at international market entry among the entrepreneurs of small biotechnology firms. The research questions of the study are (1) How do the international entrepreneurs of small firms act and
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Homefluencers' endorsement of millennial consumers' purchase intention in new normal International Marketing Review (IF 5.774) Pub Date : 2023-05-09 Mollika Ghosh, ABM Shahidul Islam
Purpose The purpose of this study is to examine how “homefluencers” sponsored posts on millennial consumers' purchase intention in the international marketing sphere can be impacted in the new normal by drawing on source credibility, parasocial interaction (PSI) and persuasion knowledge model (PKM) theory. Design/methodology/approach This research applies structural equation modeling (SEM) and mediation
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Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers International Marketing Review (IF 5.774) Pub Date : 2023-05-02 Denitsa Dineva, Jan Breitsohl, Holger Roschk, Masoumeh Hosseinpour
Purpose Since the start of the COVID-19 pandemic, one dark social-media phenomenon in particular has experienced a significant rise: consumer-to-consumer (C2C) conflicts, i.e. consumers who verbally attack each other in response to COVID-19 service failures. The aim of this paper is to uncover the sources of such conflicts and to gain an insight into the corresponding conflict moderation strategies
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Growth hacking and international dynamic marketing capabilities: a conceptual framework and research propositions International Marketing Review (IF 5.774) Pub Date : 2023-04-11 Augusto Bargoni, Fauzia Jabeen, Gabriele Santoro, Alberto Ferraris
Purpose Few studies have conceptualized how companies can build and nurture international dynamic marketing capabilities (IDMCs) by implementing growth hacking strategies. This paper conceptualizes growth hacking, a managerial-born process to embed a data-driven mind-set in marketing decision-making that combines big-data analysis and continuous learning, allowing companies to adapt their dynamic capabilities
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International servitization: theoretical roots, research gaps and implications International Marketing Review (IF 5.774) Pub Date : 2023-03-14 Nilay Bıçakcıoğlu-Peynirci, Robert E. Morgan
Purpose While the servitization concept has gained increasing attention in the domestic marketing literature, there is more limited knowledge with respect to its implications within the international context. The purpose of this paper is to examine the servitization concept in the international context considering its boundary conditions and its effects on firm performance. Relying on the resource-based
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International servitization of SMEs in emerging markets: antecedents and boundary conditions International Marketing Review (IF 5.774) Pub Date : 2023-03-14 Nadia Zahoor, Michael Christofi, Arinze Christian Nwoba
Purpose Product-service innovation (i.e. servitization) is providing opportunities to small and medium-sized enterprises (SMEs) to offer services that are directly coupled to their products. Despite scholarly efforts on servitization in domestic markets, the determinants of international product-service innovation remain unclear. Therefore, this study draws insights from dynamic capability (DC) view
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Gamification as an innovation: a tool to improve organizational marketing performance and sustainability of international firms International Marketing Review (IF 5.774) Pub Date : 2023-03-14 Abhishek Behl, Vijay Pereira, Nirma Jayawardena, Achint Nigam, Sachin Mangla
Purpose This study aims to investigate an under-researched area, an international marketing perspective, based on international dynamic capability, environmental sustainability and organizational marketing performance in gamification and non-gamification-based organizational culture (OC). This paper deepens the understanding of gamification-based and non-gamification-based OC influence on innovation
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Hybrid market offering in the medical technology sector and the role of network configuration: an exploratory assessment in both developed and emerging markets International Marketing Review (IF 5.774) Pub Date : 2023-03-10 Huda Khan, Ahmad Arslan, Lauri Haapanen, Peter Rodgers, Shlomo Yedidia Tarba
Purpose Applying both the dynamic capability and configuration theoretical perspectives, the paper showcases the role of network configuration and dynamics of hybrid offerings in both developed and emerging markets by high-tech firms. Design/methodology/approach The current paper uses an exploratory qualitative research methodology based on in-depth case studies of three Finnish high-tech firms operating
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A longitudinal analysis of revenue management strategies and measures implemented in the hospitality industry during the COVID-19 crisis International Marketing Review (IF 5.774) Pub Date : 2023-03-08 Pilar Talón-Ballestero, Lydia González-Serrano, M. Dolores Flecha-Barrio, Alicia Orea-Giner
Purpose This research aims to answer two major research questions related to the COVID-19 crisis from a longitudinal approach: What is the revenue management (RM) role during the different periods subject to analysis? What are the RM strategies and measures implemented during this crisis in contrast with a non-crisis context? It also aims to propose an RM implementation model that provides a contingency
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Internationalized knowledge-intensive business service (KIBS) for servitization: a microfoundation perspective International Marketing Review (IF 5.774) Pub Date : 2023-02-28 Domitilla Magni, Armando Papa, Veronica Scuotto, Manlio Del Giudice
Purpose A paucity of studies has used a microfoundation lens to examine servitization processes in internationalized knowledge-intensive business service (KIBS) companies. The research aims to bridge this gap by considering knowledge sharing as a form of both codified knowledge and informal feedback knowledge; it also assesses whether the adoption of knowledge transfer and translation practices in
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Knowledge trajectories in the internationalization of the firm International Marketing Review (IF 5.774) Pub Date : 2023-01-24 Sylvio Leal Barbosa, Sergio Fernando Loureiro Rezende, Angela Versiani, Katia M. Galdino
Purpose The purpose of this paper is to analyze how the internationalizing firm accumulates knowledge from different domains throughout time, during entry and post-entry moves in a foreign market. This paper focuses on market, institutional, internationalization and technological knowledge. Design/methodology/approach The paper uses a comparative case study method, relying on three longitudinal cases
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Customer involvement and servitization in hybrid offerings: moderating role of digitalization and co-creation International Marketing Review (IF 5.774) Pub Date : 2023-01-17 Abhishek Behl, Shampy Kamboj, Bijoylaxmi Sarmah, Vijay Pereira, Kirti Sharma, Hussain Gulzar Rammal, Elisa Arrigo
Purpose This study examines the impact of customer involvement (CI), technology strategy, firm internationalization and servitization on product and service innovation performance (SIP) in hybrid offerings. In addition, it investigates the moderating role of digitization and co-creation in the relationship mentioned above. Design/methodology/approach A research framework was developed through the lens
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Enhancing international marketing capability and export performance of emerging market SMEs in crises: strategic flexibility and digital technologies International Marketing Review (IF 5.774) Pub Date : 2023-01-03 Nadia Zahoor, Yong Kyu Lew
Purpose This study investigates to what extent strategic flexibility of international strategic alliances (ISAs) affects export performance of emerging market small and medium-sized enterprises (ESMEs) via international marketing capability in crises. It also examines whether these ESMEs’ adoption of digital technology strengthens the impact of strategic flexibility of ISAs on international marketing
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Are Christian Arabs' business models different from those of Muslim Arabs? International Marketing Review (IF 5.774) Pub Date : 2023-01-03 Ron Berger, Bradley R. Barnes, Liane W.Y. Lee, Matti Rachamim
Purpose The study aims to test a measurement scale to examine social business networks (Wasta) surrounding Arab Christians and Arab Muslims. Design/methodology/approach A 31-item scale was used to capture Wasta, consisting of the following: Mojamala (emotional), Hamola (conative) and Somah (cognitive) tri-components. A total of 149 Christian Arab and 304 Muslim Arab respondents were sampled and multi-group
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Advertising intensity and firm performance: the influences of firm age and cultural communication styles International Marketing Review (IF 5.774) Pub Date : 2022-12-28 Alexey V. Semenov, Arilova Randrianasolo
Purpose Advertising intensity is treated either as a resource that allows firms to create competitive advantages (intangible asset view) or as an investment to build advertising resource (investment expense view). This current research supports the investment expense view. The authors do so by examining the moderating role of firm age (a proxy for knowledge) in the relationship between advertising
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Examining the marketing performance of the firms from an international dynamic marketing capability perspective: moderating role of marketing leadership team International Marketing Review (IF 5.774) Pub Date : 2022-12-22 Sheshadri Chatterjee, Ranjan Chaudhuri, Demetris Vrontis
Purpose This study examines the marketing performance of firms from an international dynamic marketing capability perspective. It also investigates the moderating role of marketing leadership teams to improve organizations' international marketing performance. Design/methodology/approach The authors used dynamic capability view and other related literature to develop a theoretical model, which was
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Launching new products in international markets: waterfall versus sprinkler strategy of Korean SMEs International Marketing Review (IF 5.774) Pub Date : 2022-12-20 Hyo Eun Cho, Jong-Ho Lee, Insik Jeong
Purpose The purpose of this study is to investigate an understudied topic—new product strategy in international markets. Specifically, this study aims to address the crucial role played by organizational characteristics and market characteristics in determining a firm's decision of adopting either a waterfall or a sprinkler product strategy for international markets. Design/methodology/approach The
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The role of online channel in influencing perceived firm size and brand authenticity in international marketing International Marketing Review (IF 5.774) Pub Date : 2022-12-15 Felix Septianto, Arnold Japutra, Pragea Putra, Tyson Ang
Purpose This research investigates the role of marketing channel selection in influencing brand authenticity and purchase likelihood in the international marketing domain. Further, perceived firm size is identified as a mediator in this regard. The moderating role of consumer skepticism is also considered. Design/methodology/approach Three experimental studies were carried out across three different
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The role of advertising, distribution intensity and store image in achieving global brand loyalty in an emerging market International Marketing Review (IF 5.774) Pub Date : 2022-12-02 Le Dang Lang, Abhishek Behl, Francisco Guzmán, Vijay Pereira, Manlio Del Giudice
Purpose Scholars have paid considerable attention to the importance of brand loyalty of durable consumer products in developed markets. However, no study has investigated the simultaneous impact of advertising efforts, distribution intensity and store image on global brand loyalty (GBL) of fast-moving consumer goods (FMCG) in emerging markets. This study aims to fill this gap. Design/methodology/approach
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Social media and international business: views and conceptual framing International Marketing Review (IF 5.774) Pub Date : 2022-11-01 Matti Saari, Lauri Haapanen, Pia Hurmelinna-Laukkanen
Purpose The objective of this paper is to increase understanding of social media in international business context. To this end, the authors make an attempt to integrate the existing, still somewhat limited views in a framework that advances the knowledge of scholars and decision-makers on this topic. Design/methodology/approach The authors conduct a conceptual study supported by use of a systematic
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Enhancing servitization by international consumer integration: the influence of open innovation and co-creation International Marketing Review (IF 5.774) Pub Date : 2022-10-25 Allam K. Abu Farha, Osama Sam Al-Kwifi, Georgia Sakka, Phuong V. Nguyen, Zafar U. Ahmed
Purpose Research demonstrates that servitization can achieve competitive advantages for firms; however, many firms are unable to achieve their target values due to various challenges. This study proposes a new model in which open innovation and co-creation are utilized to access consumer knowledge during the servitization process when developing customized services for international markets. Desig
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A vicarious learning perspective on the relationship between home-peer performance and export intensity among SMEs International Marketing Review (IF 5.774) Pub Date : 2022-10-10 Matthias Baum, Sui Sui, Shavin Malhotra
Purpose Home-peer firms (i.e. firms from the same industry and country) noticeably influence the internationalization behavior of small-to-medium-sized enterprises (SMEs). Drawing from vicarious learning literature, the authors theorize how home-peer firms' success in export markets affects SMEs' export intensity into those markets. Design/methodology/approach The authors test the hypotheses on a sample
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Foreign market entry modes for servitization under diverse macroenvironmental conditions: taxonomy and propositions International Marketing Review (IF 5.774) Pub Date : 2022-10-06 Arpita Agnihotri, Saurabh Bhattacharya, Natalia Yannopoulou, Alkis Thrassou
Purpose The article explores how servitization influences firms' foreign market entry mode decisions. This relationship is researched under the contingent effect of macroenvironmental factors in the host country, namely, market attractiveness, institutional environment and national culture differences between the home and host country. Design/methodology/approach The study employs a conceptual framework
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Same, same but different! New service development in the context of emerging markets: a review International Marketing Review (IF 5.774) Pub Date : 2022-10-03 Anna Dubiel, Prokriti Mukherji
Purpose The purpose of this paper is to systematically review and critically examine the international marketing and innovation management research on new service development (NSD) in the context of emerging markets (EM). Research on services in EM, a heterogenous set of countries with an increasing contribution to global economic output, is sparse. This paper attempts to underscore the academic and
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Supply chains and ecosystems for servitization: a systematic review and future research agenda International Marketing Review (IF 5.774) Pub Date : 2022-09-27 Philip Davies, Yipeng Liu, Maggie Cooper, Yijun Xing
Purpose Recent research has recognised the importance of supply chains and ecosystems as key drivers of successful servitization strategies, especially in the context of inter-organisational relations (IOR). The body of knowledge has, however, become increasingly fragmented and diverse due to different disciplinary roots of both servitization and IOR research. The purpose of this paper is to take stock
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CSR communication and international marketing: Insights from the COVID-19 pandemic International Marketing Review (IF 5.774) Pub Date : 2022-09-15 Anna Farmaki, Elias Hadjielias, Hossein Olya, Babak Taheri, Maria Hadjielia Drotarova
Purpose The purpose of this study is to analyze the corporate social responsibility (CSR) communication of the Fortune top-100 companies during the coronavirus disease 2019 (COVID-19) pandemic. Specifically, the authors examine the messages of international companies' CSR communication to customers during the pandemic, focusing particularly on the companies' posts on Twitter. In addition to identifying
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Consumer pandemic animosity: scale development and validation International Marketing Review (IF 5.774) Pub Date : 2022-09-01 José I. Rojas-Méndez, Marta Massi, Elena Gallito
Purpose This study introduces and investigates the concept of consumer pandemic animosity to (1) develop and validate a scale (i.e. CPAS) to measure consumer animosity in the context of a health pandemic; and (2) identify the effects of pandemic animosity on consumer purchase intentions in the field of general consumption and tourism. Design/methodology/approach The CPAS factor structure was initially
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Composite collaboration and the differentiation strategies adopted by emerging market firms in advanced markets during the COVID-19 pandemic International Marketing Review (IF 5.774) Pub Date : 2022-09-01 Huda Khan
Purpose This article illustrates how, during the COVID-19 pandemic, emerging market exporting firms can adopt differentiation strategies using composition-based capabilities, which, in turn, will enable them to strengthen their images and market shares, i.e. their strategic marketing performance in advanced markets. Design/methodology/approach This study is based on survey data obtained from 86 Pakistani
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Effective marketing strategies for global FMCG brands during COVID-19 pandemic crisis International Marketing Review (IF 5.774) Pub Date : 2022-08-18 Meletios I. Niros, Angelica Niros, Yannis Pollalis, Qing Shan Ding
Purpose This study proposes marketing strategies for global fast-moving consumer good (FMCG) brands to survive and thrive in the turbulent economic environment created by COVID-19. The authors investigate the indirect effects of consumer ethnocentrism (CET) and consumer confidence (CC) on customer equity drivers (CEDs)’ effectiveness in influencing repurchase intention (RI) for global FMCG brands.
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Being creative under the Covid-19 pandemic crisis: the role of effective inter-organizational relationship management International Marketing Review (IF 5.774) Pub Date : 2022-07-15 Leonidas C. Leonidou, Bilge Aykol, Thomas A. Fotiadis, Svetla Marinova, Paul Christodoulides
Purpose Anchored on the broaden-and-build theory and the circumplex model, the authors develop and test a conceptual model in which satisfaction, influenced by an effective handling of communication, cooperation, conflict, and opportunism, is set as the predictor of inter-partner creativity in the relationship between hotels and their foreign travel agents under the Covid-19 pandemic. Design/methodology/approach
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The power of institutions on international marketing: reflections on the COVID-19 pandemic can inform international marketing activities International Marketing Review (IF 5.774) Pub Date : 2022-06-28 David A. Griffith, Goksel Yalcinkaya
Purpose The COVID-19 pandemic highlights the influence that nation-states can have on the engagement of international marketing activities. The purpose of this study is to understand the influence of the institutional response to the COVID-19 pandemic on international marketing activities and to highlight the need to formally incorporate institutional economics into the study of international marketing
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New-normal Market Entry Mode for Pharmaceuticals: an Internet of Things (IoT) market entry framework stemming from COVID-19 International Marketing Review (IF 5.774) Pub Date : 2022-06-07 Constantinos-Vasilios Priporas, Durga Vellore-Nagarajan
Purpose This paper aims to determine new-normal uncertainty considerations stemming from the COVID-19 pandemic to consider within transaction-cost analysis for pharmaceuticals. It also aims to propose new-normal market entry strategies to address the uncertainty as a result of COVID-19's implications and provide for lack of knowledge and information in an uncertain business environment by way of Internet