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Full-Text Articles in Business
Consumer Brand Relationships Research: A Bibliometric Citation Meta-Analysis, Marc Fetscherin, Daniel Heinrich
Consumer Brand Relationships Research: A Bibliometric Citation Meta-Analysis, Marc Fetscherin, Daniel Heinrich
Faculty Publications
This study examines how scholarly research on consumer brand relationships has evolved over the last decades by conducting a bibliometric citation meta-analysis. The bibliography was compiled using the ISI Web of Science database. The literature review includes 392 papers by 685 authors in 101 journals. The area of consumer brand relationships research is notably interdisciplinary, with articles mainly published in journals for business and management, but also applied psychology and communication. We show the impact of universities, authors, journals, and key articles and outline possible future research avenues. The study explores seven sub-research streams and visualizes how articles on consumer …
How Are Brand Names Of Chinese Companies Perceived By Americans?, Marc Fetscherin, Adamantios Diamantopoilos, Allan K.K. Chan, Rachael Abbott
How Are Brand Names Of Chinese Companies Perceived By Americans?, Marc Fetscherin, Adamantios Diamantopoilos, Allan K.K. Chan, Rachael Abbott
Faculty Publications
Purpose – The purpose of this paper was to conduct an experimental design of Americans’ preferences for the English version of Chinese brand names by drawing from prior research in psychology, linguistics and marketing. The impact of string length and semantic relevance to English on meaningfulness, memorability and likeability of brand names from Chinese companies was assessed. Design/methodology/approach – A 2 × 2 experimental design was used, whereby brand names are categorized by string length (short vs long) and semantic relevance to English (with vs without). Respondents’ perception of the Chinese language in terms of pronounceability, language familiarity and language …
The Ceo Branding Mix, Marc Fetscherin
The Ceo Branding Mix, Marc Fetscherin
Faculty Publications
What do Donald Trump, Mark Zuckerberg, Oprah Winfrey, Richard Branson and Jeff Bezos have in common? They are not only CEOs and living icons of the brands they created but also brands themselves. There are many reasons why CEOs today get more attention than in the past. When the media are looking for a business story they often turn to CEOs or founders. Some companies are larger than countries in terms of number of citizens or employees or in revenue. For example, Walmart has about 2.2 million employees, comparable to the population of Qatar, Namibia, or Slovenia, and its revenues …
What Type Of Relationship Do We Have With Loved Brands?, Marc Fetscherin
What Type Of Relationship Do We Have With Loved Brands?, Marc Fetscherin
Faculty Publications
Purpose – The purpose of this paper is to provide a discussion, testing and comparing two different relationship theories and their underlying scales as applied to brand love. Current brand love studies neglect a detailed discussion and analysis of the appropriate relationship theory and underlying measurement scale to be used. Design/methodology/approach – We use a 2 × 2 experimental design where we compare two relationship theories (interpersonal versus parasocial) across two samples (USA and Japan). Model testing were conducted using exploratory factor analysis, confirmatory factor analysis and multi-group structural equation modeling techniques assessing the type of relationship consumers have with …
The Effect Of Product Category On Consumer Brand Relationships, Marc Fetscherin, Michèle Boulanger, Gustavo Q. Souki, Cid Goncalves Filho
The Effect Of Product Category On Consumer Brand Relationships, Marc Fetscherin, Michèle Boulanger, Gustavo Q. Souki, Cid Goncalves Filho
Faculty Publications
Purpose - This paper aims to investigate the effect of product category on consumer brand relationships. Design/methodology/approach - Based on a total of 800 consumers, respondents evaluated their relationship with their favorite brand in one of the four product categories studied (soft drink, mobile phone, shoes, cars). EFA, subsequent CFA, SEM and ANOVA were used to assess these relationships and the product category effect. Findings - The authors find that brand love positively influences brand loyalty and both, influence positively WOM and purchase intention. Looking at the directionality of these relationships, the results show no product category differences. However, the …
The Impact Of Corruption On Firm Tax Compliance In Transition Economies: Whom Do You Trust?, Anna Alon, Amy M. Hageman
The Impact Of Corruption On Firm Tax Compliance In Transition Economies: Whom Do You Trust?, Anna Alon, Amy M. Hageman
Faculty Publications
Tax compliance is an important issue for governments and the public alike. To meet public needs and fund public mandates, firms around the world are expected to comply with tax laws. Factors that are related to organizational (firm) tax compliance have not been sufficiently examined in the literature. Due to the increasing global influence of transition economies, factors associated with firm tax compliance in transition economies are particularly of interest. Based on a sample of over 5,000 firms from 22 former Soviet Bloc transition economies, we find that higher levels of corruption and higher levels of particularized trust (reliance on …
The Globalization Of Chinese Enterprises, Christoph Lattemann, Ilan Alon, Marc Fetscherin, John Mcintyre, Julian Chang
The Globalization Of Chinese Enterprises, Christoph Lattemann, Ilan Alon, Marc Fetscherin, John Mcintyre, Julian Chang
Faculty Publications
The question of how and why Chinese firms globalize is one of the most pressing issues for businesses today. China's globalization process is nothing less than remarkable. The twenty-first century will feature a developing country as the leader of the global economy by 2020, when, by most estimates, China's purchasing power parity (PPP) gross domestic product (GDP) surpasses America's. With China's new role on the world's stage, global economic and political institutions are likely to change. China's foray into Latin America, for example, has changed the traditional role that America has played in its “backyard.” While the Chinese government was …
The Role And Importance Of The Chinese Government For Chinese Outward Foreign Direct Investments, Marc Fetscherin, Philippe Gugler
The Role And Importance Of The Chinese Government For Chinese Outward Foreign Direct Investments, Marc Fetscherin, Philippe Gugler
Faculty Publications
Chinese outward direct investments show a strong positive trend over recent years and have attracted considerable attention from academia and the business press. Many observers and commentators express interest in the role the Chinese government plays in the activities and decision-making of Chinese multinational enterprises (MNEs) in connection with their foreign direct investments (FDI). This article makes a contribution by investigating the relationship between the Chinese government and MNEs in connection with their outward foreign direct investment (OFDI). We present a 2x2 matrix where one dimension includes the interest (high/low) of the Chinese government and the other the interest of …