1,721,002 research outputs found
How to Create High Emotional Consumer-Brand Relationships? The Causalities of Brand Passion
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How to Make Brand Placements Successful - Assessing the Antecedents to Brand Attitude and Purchase Intention
No full textBrands as Means of Self-Expression: A Cross-Cultural Study
Get PDFThis study investigates the self-expressive function of brands in four countries that
represent different cultural dimensions. Survey data collected in France, Germany,
South Korea, and the US support the proposition that cultural dimensions influence
customers’ motive to use brands as means of self-expression. Additionally, in
masculine countries it is more important for customers to use brands to express their
ideal self-concept. Furthermore, in countries where power distance is high customers
choose brands to show their desired social status. From the empirical results the
authors derive implications for global brand management. They suggest the creation
of a consistent brand personality across countries while – at the same time – allowing
brand management to emphasize particular personality facets corresponding to
different cultural orientations
An Investigation of the Influence of Consumer Acculturation in Ethnic Consumer–Banking Service Provider Relationships in New Zealand
No full textCultural adaptation in consumption has become a ubiquitous phenomenon because increasing migration to industrialised Western nations and the growing processes of globalising and glocalising consumer cultures have created multicultural societies and markets in these nations. Interest in consumer acculturation is growing as researchers acknowledge the impacts of acculturation levels on consumer behaviour and practitioners recognise its implications for consumption patterns. The thesis is motivated by the fact that although many studies have examined the consumption behaviour of acculturating consumer minorities, few have considered the relational dimension between these minorities and those with whom they have a relationship. Relationship building is a complex phenomenon that should be addressed within its specific context because exchange relationships vary in the interface, motivation, and context in which they are established. The conceptualisation of the study draws on relationship marketing, services marketing, customer loyalty, social psychology, organisation behaviour, acculturation, guanxi, and cross-cultural marketing theories, and extant research related to interpersonal trust, relational bonding, perceived values, targets of commitment, and loyalty-related behavioural intentions.
The study considers the impacts of three targets of commitment within a bi-dimensional model of acculturation and explores these service provider relationships in the previously unexplored context of acculturated Chinese consumers in the New Zealand banking sector. This study examines the underlying motivations of Chinese banking relationship in the host culture and applies proven Western relational and acculturation instruments to capture the perspective of Chinese consumers’ relational and loyalty behaviours. The study contributes to this discussion by considering how the level of acculturation influences consumers’ relationship with the banking targets of commitment (bank or banking consultant) in an ethnic consumer–bank relationship context. An understanding of the influence of consumer acculturation on ethnic consumer behaviour can assist in the formulation of effective marketing strategies, such as integrated marketing communications, advertising, segmentation, and customer relationship management programmes for acculturating groups or minorities.
This thesis applied a philosophical realist and sequential mixed-method approach, comprising a ‘less-dominant’ qualitative study followed by a ‘dominant’ quantitative study. The qualitative method of convergent interviewing was used to better understand Chinese consumers’ relational and loyalty behaviours and their banking experiences and desires, and to determine if the items used in the quantitative method of a mail survey are appropriate to capture the issues of interest. Mail surveys were distributed to 2,000 Chinese residents in New Zealand, yielding a final valid sample of 368. The data were analysed using multiple methods of analytical techniques including exploratory factor analysis (EFA), confirmatory factor analysis (CFA), structural equation modelling (SEM), and multi-group analysis. The results indicate that seventeen out of eighteen research hypotheses are supported with statistical significance. The findings demonstrate that the acculturation levels of Chinese consumers positively influence their commitment to the banking service provider, and the targets of commitment completely mediate the relationships between relationship factors and loyalty-related behavioural intentions. Research contributions, managerial implications, limitations, and specific directions for future research are discussed in the conclusion of the thesis
Factors affecting SMEs motivations for corporate social responsibility
No full textThis paper empirically explores the motivational factors for small and medium enterprises (SMEs) to engage in corporate social responsibility (CSR) practices. A structured questionnaire was used to collect data from members of the Hunter Business Chamber, resulting in 122 usable responses. Exploratory factor analysis identified four underlying dimensions in the CSR motivation of SME managers. Four motivational dimensions emerged that reflected themes ranging from caring for the customer and society to the financial self-interest of SMEs. These findings corroborate the previous findings of Quazi and O’Brien (2000) and have important managerial implications for SMEs. SME managers are motivated towards CSR for the profit viability and growth of their businesses whilst also caring for customers and the community. Limitations and areas for further research are also discusse
Factors affecting SMEs motivations for corporate social responsibility
No full textThis paper empirically explores the motivational factors for small and medium enterprises (SMEs) to engage in corporate social responsibility (CSR) practices. A structured questionnaire was used to collect data from members of the Hunter Business Chamber, resulting in 122 usable responses. Exploratory factor analysis identified four underlying dimensions in the CSR motivation of SME managers. Four motivational dimensions emerged that reflected themes ranging from caring for the customer and society to the financial self-interest of SMEs. These findings corroborate the previous findings of Quazi and O’Brien (2000) and have important managerial implications for SMEs. SME managers are motivated towards CSR for the profit viability and growth of their businesses whilst also caring for customers and the community. Limitations and areas for further research are also discusse
An Investigation of the Influence of Consumer Acculturation in Ethnic Consumer–Banking Service Provider Relationships in New Zealand
No full textCultural adaptation in consumption has become a ubiquitous phenomenon because increasing migration to industrialised Western nations and the growing processes of globalising and glocalising consumer cultures have created multicultural societies and markets in these nations. Interest in consumer acculturation is growing as researchers acknowledge the impacts of acculturation levels on consumer behaviour and practitioners recognise its implications for consumption patterns. The thesis is motivated by the fact that although many studies have examined the consumption behaviour of acculturating consumer minorities, few have considered the relational dimension between these minorities and those with whom they have a relationship. Relationship building is a complex phenomenon that should be addressed within its specific context because exchange relationships vary in the interface, motivation, and context in which they are established. The conceptualisation of the study draws on relationship marketing, services marketing, customer loyalty, social psychology, organisation behaviour, acculturation, guanxi, and cross-cultural marketing theories, and extant research related to interpersonal trust, relational bonding, perceived values, targets of commitment, and loyalty-related behavioural intentions.
The study considers the impacts of three targets of commitment within a bi-dimensional model of acculturation and explores these service provider relationships in the previously unexplored context of acculturated Chinese consumers in the New Zealand banking sector. This study examines the underlying motivations of Chinese banking relationship in the host culture and applies proven Western relational and acculturation instruments to capture the perspective of Chinese consumers’ relational and loyalty behaviours. The study contributes to this discussion by considering how the level of acculturation influences consumers’ relationship with the banking targets of commitment (bank or banking consultant) in an ethnic consumer–bank relationship context. An understanding of the influence of consumer acculturation on ethnic consumer behaviour can assist in the formulation of effective marketing strategies, such as integrated marketing communications, advertising, segmentation, and customer relationship management programmes for acculturating groups or minorities.
This thesis applied a philosophical realist and sequential mixed-method approach, comprising a ‘less-dominant’ qualitative study followed by a ‘dominant’ quantitative study. The qualitative method of convergent interviewing was used to better understand Chinese consumers’ relational and loyalty behaviours and their banking experiences and desires, and to determine if the items used in the quantitative method of a mail survey are appropriate to capture the issues of interest. Mail surveys were distributed to 2,000 Chinese residents in New Zealand, yielding a final valid sample of 368. The data were analysed using multiple methods of analytical techniques including exploratory factor analysis (EFA), confirmatory factor analysis (CFA), structural equation modelling (SEM), and multi-group analysis. The results indicate that seventeen out of eighteen research hypotheses are supported with statistical significance. The findings demonstrate that the acculturation levels of Chinese consumers positively influence their commitment to the banking service provider, and the targets of commitment completely mediate the relationships between relationship factors and loyalty-related behavioural intentions. Research contributions, managerial implications, limitations, and specific directions for future research are discussed in the conclusion of the thesis
Extending the Understanding of the Effects of Cultural Localisation of Websites: The Case of Tourism Destination Sites.
No full textCultural localisation of websites represents a relevant managerial practice. Studies have indicated that when tailoring web content and website design to fit the needs, characteristics and preferences of target audiences, individuals tend to develop more positive attitude toward the site, have higher purchase intention and greater ease of use, for example. However, the investigation of the effects of cultural localisation of websites has been limited to the context of company websites. The current localisation literature, for examples, does not include websites which clearly triggers hedonic motivation in users. Moreover, it fails to encompass the users’ motivation and involvement and the product types as moderating factors of perception and behavioural intention. Also, the main theoretical rationale employed to justify the effectiveness of the cultural localisation of websites involves only the reduction of cognitive effort applied by users when interacting with culturally congruent sites.
This thesis aimed at understanding the effects of cultural localisation of tourism destination websites on users’ perceptions of the destination and its site. Tourism sites were chosen for a series of reasons. First, the leisure tourism context triggers hedonic motivation in individuals. Also, individuals tend to apply their ideal or situational self when conducting evaluations and judgements in the leisure tourism context. Thus, the theoretical proposition stated in this thesis predicted that cultural incongruity between tourism destination websites and users was expected to generate more positive perceptions of the place and its websites in users when compared to culturally congruent sites.
In order to test the theoretical proposition and address the aim of the thesis, a two stage research was conducted. The first stage consisted of an exploratory study of 130 destination websites from New Zealand, China and India. The study allowed an investigation of the depiction of cultural values, and the identification of cultural markers, in tourism destination sites. The second stage of the research involved an experiment. An experimental website of a fictitious tourism destination was developed and culturally localised for New Zealanders, based on findings from the exploratory study. Cultural values and cultural markers represented the two independent variables of the main study, and each variable was treated in two levels: congruent and incongruent. 400 New Zealand undergraduate students participated in the study, 100 per condition.
As predicted, results indicated that incongruent cultural values and cultural markers led to more positive destination image, higher willingness to travel and more positive perception of the website’s design. No significant effect was found on participants’ online trust, attitude toward the site and perception of navigability.
The results are interpreted in light of motivation and self concept theories and the characteristics of the product type. Thus, the theoretical rationale adopted to explain the effects of cultural localisation represents the main theoretical contribution of the thesis.
The managerial implications involve the ethical and managerial boundaries to applying cultural incongruity in websites. Finally, it also includes the use of cultural incongruity in social network and travel planning sites and in other contexts where individuals are triggered by hedonic motivation and also apply their ideal or situational self to employ evaluations and judgements
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