Marketing Commons^™

Probing The Etic Vs. Emic Nature Of Consumer Ethnocentrism, Srinivas Durvasula, Steven Lysonski

Marketing Faculty Research and Publications

The consumer ethnocentrism concept and its measure, the CETSCALE, remain very popular in cross-national research chiefly because they serve as a means to understand consumer attitudes toward imports. But the usage of consumer ethnocentrism and its measure are based on the premise that they have universal or etic properties. Conflicting studies, however, find that the scale's structure is far more complicated than initially believed, and that it may not be uni-dimensional as originally proposed. Is it possible that the consumer ethnocentrism concept and its measure are culture bound? The goal of this study is to resolve this ambiguity.

Internationalization Dilemma For Brazilian Firms: China Vs. The Greater Mercosur Region, Syed H. Akhter, Marcilio Machado

Marketing Faculty Research and Publications

Purpose

The purpose of this paper is to explore, using the conceptual frameworks of psychic distance and resource-based view, how Brazilian firms resolve strategic dilemma. Brazilian firms face a strategic dilemma about whether to diversify and exploit the rapidly growing markets of China or to protect and expand the established markets of the Greater Mercosur region. The strategic responses of Brazilian business to business firms are examined within the context of internationalization decisions.

Design/methodology/approach

The paper takes a qualitative approach to study the decisions taken by Brazilian firms to deal with the strategic dilemma arising from competitive developments in domestic …

Low-Income Consumers In Brazil: Nuances Of A Market That Can No Longer Be Ignored, Luiz Antonio Slongo, Carlos Sergio Valdez Saldanha, Syed H. Akhter

Marketing Faculty Research and Publications

The main goal of this paper is to better understand the low income Brazilian market, supported by two basic concepts: price unfairness and perceived product value. In order to meet the research objective a qualitative approach, based on two methodological procedures – observation and in-depth interviews –, was used. The findings indicate that small neighborhood retailers, despite lacking adequate physical infrastructure and management skills, play an important role in meeting the needs of low-income consumers. They offer convenience, personalized services, easy and uncomplicated credit (on an informal basis), and a product mix that matches the needs and desires of their …

Shareholder Engagement And Chevron’S Policy 520 On Human Rights: The Role Played By The United States Jesuit Conference’S “National Jesuit Committee On Investment Responsibility”, Nicholas J. C. Santos, John Sealey, Austin G. C. Onuoha

Marketing Faculty Research and Publications

Purpose

To demonstrate how the Society of Jesus (Jesuits) in the United States through the “National Jesuit Committee on Investment Responsibility” played a significant role as a socially conscious institutional and religious investor in influencing Chevron’s Human Rights Policy 520 and to analyze the factors that contributed to a successful shareholder engagement with the company.

Methodology/approach

Case study based on firsthand information.

Findings

1. Our conclusion offers support for Allen et al.’s (2012) conclusion of legitimacy (credibility) being the dominant force in a successful engagement.

2. We found that coalition-building is a significant moderating variable in increasing shareholder salience. This finding contradicts …

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Marketing Planning For Social Entrepreneurial Organizations In The Context Of Subsistence Marketplaces: A Pedagogical Reflection For Marketing Education In Jesuit Business Schools, Nicholas J. C. Santos, Tina M. Facca-Miess

Marketing Faculty Research and Publications

No abstract provided.

Receptivity Of Young Chinese To American And Global Brands: Psychological Underpinnings, Steven Lysonski

Marketing Faculty Research and Publications

Purpose – The purpose of this paper was to examine psychological variables of young Chinese to determine their impact on identification with global consumer culture, attitudes toward global and USA brands and intention to buy USA brands. The independent or psychological variables examined were self-monitoring, life satisfaction, brand relevance, social demonstration effect, change-seeking behavior and reference groups (interacted and non-interacted). The goal was to understand what forces drive global and USA brand preferences.

Design/methodology/approach – Data were collected in Guangzhou, China, in 2013 through a survey administered to 152 young Chinese respondents. Confirmatory factor analysis and reliability coefficients verified the …

Privacy Concern And Online Transactions: The Impact Of Internet Self-Efficacy And Internet Involvement, Syed H. Akhter

Marketing Faculty Research and Publications

Purpose – This study aims to examine the effects of internet self-efficacy and internet involvement on privacy concern and the effect of privacy concern on the frequency of online transactions. The study also seeks to examine the direct effect of internet self-efficacy and internet involvement on the frequency of online transactions.

Design/methodology/approach – A structural equation model was developed to test the hypotheses. The model was tested using the LISREL 8.8 software and both structural and measurement parameters were estimated.

Findings – Findings suggest that internet self-efficacy and internet involvement affect privacy concern negatively; and privacy concern, in turn, affects …

Review Of Psychological Foundations Of Marketing By Allan J. Kimmel, Alexander Milovic

Marketing Faculty Research and Publications

No abstract provided.

Implications Of Caritas In Veritate For Marketing And Business Ethics, Thomas A. Klein, Gene R. Laczniak

Marketing Faculty Research and Publications

In an effort to assess the latest thinking in the Roman Catholic Church on economic matters, we examine the newest encyclical by Pope Benedict XVI, Caritas in Veritate (Charity in Truth) for guidance concerning marketing and business strategy. Core ethical values, consistent with historical Catholic Social Teachings (CST), are retained. However, some important nuances are added to previous treatments, and, reflecting the mind of the current Pontiff, certain points of emphasis are shifted to account for recent global developments. Key areas of consistency and differences (as we perceive them) are spelled out along with some brief commentary on the evolution …

Marketing At The Base-Of-The-Pyramid With Fairness And Equity, Nicholas J C Santos

Marketing Faculty Research and Publications

No abstract provided.

Social Entrepreneurship That Truly Benefits The Poor: An Integrative Justice Approach, Nicholas J. C. Santos

Marketing Faculty Research and Publications

The phenomenal growth of social entrepreneurship over the last decade has ably demonstrated how technology, innovation, and an entrepreneurial spirit can afford better solutions to the vexing social and
environmental problems of our time than can traditional aid and charity-based efforts. In most cases, but not always, the poor and disadvantaged have benefited from the growth of social entrepreneurship. In order to ensure that social entrepreneurship does indeed benefit the poor, it is imperative that there be normative guidelines for fair and just engagement
with impoverished populations. A model that has been presented in the marketing and public policy literature …

Competitive Threats, Strategic Responses And Performance Of Brazilian B2b Firms, Syed H. Akhter, Paulo Fernando Pinto Barcellos

Marketing Faculty Research and Publications

Purpose – The economic realignment in Latin America has created two clusters, one stagnant in the north and the other growth-bound in the south. This study aims to focus on Brazil, the key player in the growth-bound southern cluster, and address three fundamental questions: how Brazilian executives in four B2B sectors (telecommunications, business equipment, steel, and transportation) viewed the internal competitive developments, how they strategically responded to these developments, and what were the marketing and financial outcomes of these strategies.

Design/methodology/approach – Data were obtained by interviewing top decision makers such as president, chief executive officer, and director of the …

Nigeria In Transition: Acculturation To Global Consumer Culture, Steven Lysonski, Srinivas Durvasula

Marketing Faculty Research and Publications

Purpose

The purpose of this paper is to investigate the extent to which young urban Nigerians in Lagos have become acculturated to global consumer culture and the impact of acculturation on consumer ethnocentrism and materialism.

Design/Methodology/Approach

A total of 165 young Nigerians living in Lagos completed a survey. The survey scales consisted of seven different dimensions of global consumer acculturation, ethnocentrism, materialism and demographics. All scales had strong reliabilities.

Findings

Nigerians were acculturated to a large degree in terms of cosmopolitan tendency, exposure to marketing activities of multinationals, English language usage, social interactions, and global mass media exposure. However, openness …

Marketing To The Base Of The Pyramid: A Corporate Responsibility Approach With Case Inspired Strategies, Nicholas Santos, Gene R. Laczniak

Marketing Faculty Research and Publications

The economic and political outcomes of market globalization continue to be complex. As international corporations engage developing markets, they increasingly find consumers who lack market sophistication, meaningful purchasing options and economic leverage. Such conditions are ripe for the exploitation of these market segments but also can be mitigated by enlightened managers willing to thoughtfully consider their ethical and professional obligations to vulnerable consumers. This paper builds on a normative ethical framework, labeled the integrative justice model (IJM) for impoverished markets that was introduced in the marketing and public policy literature. Specifically, the paper will extend the normative ethics of the …

Who Spends More Online? The Influence Of Time, Usage Variety, And Privacy Concern On Online Spending, Syed H. Akhter

Marketing Faculty Research and Publications

The paper tests the influence of adoption time, online time, usage variety, and privacy concern on online spending. Findings support the hypothesis that online time, adoption time, and usage variety, the three dimensions of Internet usage experience, have a positive and significant influence on the amount of money consumers spend online, and privacy concern has a negative and significant influence. The control variables included in the model are gender, age, education, and income. Gender, age, and education did not influence online spending. However, income has a significant effect on online spending. Theoretical and strategic implications and recommendations for future research …

Marketing And The Common Good: Implications Of Caritas In Veritate, Thomas A. Klein, Gene R. Laczniak, Patrick E. Murphy

Marketing Faculty Research and Publications

This paper extends the authors’ previous work on applying Catholic Social Teachings to issues in marketing to the specific question of the common good. Approaches to studying the social impact of marketing and the challenge of adequately defining the common good are discussed. Attention is next given to key vectors of Catholic Social Teaching and their application to ethical issues in marketing. The focus of the analysis is on specific sections in Caritas in Veritate, Pope Benedict XVI’s recent encyclical devoted to providing principles for dealing with the ongoing global economic crisis. A discussion of how these principles might be …

Ethics Of Marketing, Gene R. Laczniak

Marketing Faculty Research and Publications

No abstract provided.

The Information Technology Workforce: A Comparison Of Critical Skills Of Client And Service Providers, Information Systems Management, Stephen Hawks, Kate Kaiser, Tim Goles, Christine V. Bullen, Judith C. Simon, Cynthia M. Beath, Kevin P. Gallagher, Keith Frampton

Marketing Faculty Research and Publications

In this article the authors explore similarities and differences in skill needs of IT service providers and the firms that providers service (clients). The results show that providers and clients are more similar than different with regard to desired skills. Client firms emphasize technical skills for new hires more than providers do despite saying that these are the skills they would outsource to providers. The results have implications for organizations’ recruiting and retention, for individuals’ career development, and for educational programs.

Stakeholder Theory And Marketing: Moving From A Firm-Centric To A Societal Perspective, Gene R. Laczniak, Patrick E. Murphy

Marketing Faculty Research and Publications

This essay is inspired by the ideas and research examined in the special section on “Stakeholder Marketing” of the Journal of Public Policy & Marketing in 2010. The authors argue that stakeholder marketing is slowly coalescing with the broader thinking that has occurred in the stakeholder management and ethics literature streams during the past quarter century. However, the predominant view of stakeholders that many marketers advocate is still primarily pragmatic and company centric. The position advanced herein is that stronger forms of stakeholder marketing that reflect more normative, macro/societal, and network-focused orientations are necessary. The authors briefly explain and justify …

Distinctive Imperatives For Mission Driven Teaching In Catholic Business Schools, Gene R. Laczniak, Patrick E. Murphy, Wolfgang Grassl

Marketing Faculty Research and Publications

We contend that there are distinct and socially beneficial perspectives, rooted in the Catholic Intellectual Tradition (CIT) and Catholic Social Teaching (CST), which can help nurture future managers to be more attuned to the societal and ethical impacts resulting from their marketing decisions. In this paper, we briefly review several of these themes and illustrate how such messages can be integrated into the marketing instruction that takes place inside of business schools at Catholic universities.

Is Simpler Always Better? Consumer Evaluations Of Front-Of-Package Nutrition Symbols, J. Craig Andrews, Scot Burton, Jeremy Kees

Marketing Faculty Research and Publications

Consumers of packaged goods products in the United States recently have faced an onslaught of front-of-package (FOP) nutrition symbols and icons, including the controversial “Smart Choices” single summary indicator. In a between-subjects experiment with 520 adult consumers, the authors compare effects of the Smart Choices (SC) icon, the more complex Traffic Light–Guideline Daily Amounts (TLGDAs) icon, and a no-FOP icon control for a nutritionally moderate food that qualifies for the SC icon. Drawing from principles of heuristic processing and halo effects, the authors predict and find that the SC icon can lead to positive (and potentially misleading) nutrient evaluations and …

Hyper Norms: Searching For A Global Code Of Conduct, Gene R. Laczniak, Ann-Marie Kennedy

Marketing Faculty Research and Publications

As organizations continue to increase their level of operations across international borders, their ethical conduct becomes a greater social concern. A global code of ethics allows organizations to follow one code for all countries rather than creating and administering multiple separate codes. Currently, there are several thoughtful global codes of ethics developed by different stakeholders. This paper provides an analysis of some of the major global codes of ethics available to multinational corporations. Their shared norms are identified and synthesized into three Hyper Norms that can both aid marketing organizations in formulating their core principles and be applied to research …

Warnings And Disclosures, J. Craig Andrews

Marketing Faculty Research and Publications

This chapter reviews nearly six decades of research on warnings and disclosures, including common misperceptions and their importance to public health policy, and offers an answer to the key question, “Do warnings and disclosures really work?” Supporting theory and research applications are discussed.

Marketing To The Poor: A Justice Inspired Approach, Nicholas J. C. Santos, Gene R. Laczniak

Marketing Faculty Research and Publications

No abstract provided.

Broadening Journal Of Public Policy & Marketing’S Outreach: My "Tour Of Duty” As Editor, J. Craig Andrews

Marketing Faculty Research and Publications

The article offers the insights of Journal of Public Policy & Marketing's former editor on his tenure, objectives, and initiatives. He states that on editor tenure, he observed that a crucial time in a journal's life is the handoff or transition between retiring and incoming editors. He says that the aim in his term was to provide information regarding public policy issues's impact on marketing behaviors. He adds that he promoted ethnography topics during his tenure.

Beyond Service Attributes: Do Personal Values Matter?, Srinivas Durvasula, Steven Lysonski, A.D. Madhavi

Marketing Faculty Research and Publications

Purpose – Service firms constantly look for ways to differentiate their offering. Recently, personal values have emerged as a way to understand how customers fulfill deeper needs when consuming a service. This paper aims to examine how personal values operate in the evaluation of higher education services. Like other services, marketing has become essential to higher education as universities compete aggressively for students and differentiate their service offerings. Although attribute-based measures such as SERVQUAL provide useful information to service providers, personal values may offer a deeper understanding of how customers judge the quality and desirability of an educational institution’s services. …

Can Brazilian Firms Survive The Chinese Challenge: Effects Of Globalization On Markets, Strategies, And Performance, Syed H. Akhter, Paulo Fernando Pinto Barcellos

Marketing Faculty Research and Publications

Purpose – The purpose of this paper is to apply the structure-conduct-performance theory and the strategic fit concept to examine the effects of globalization on markets, strategies, and performance of business-to-consumer firms in Brazil.

Design/methodology/approach – The paper takes a qualitative approach to answer the research questions. Top decision makers such as president, chief executive officer, chairman of the board, vice president, and director of the companies were interviewed. The elite approach to in-depth interviewing was followed to obtain reliable information from the decision makers.

Findings – Findings indicate that globalization and especially the entry of Chinese firms significantly changed …

An Empirical Note On Regionalization And Globalization, Syed H. Akhter, Colleen Beno

Marketing Faculty Research and Publications

Purpose – Is it regionalization or globalization that more accurately depicts the state of the global economy? Exports and foreign direct investments (FDI) data are analyzed with the aim of answering the question and determining how intra- and inter-regional integration has changed over time.

Design/methodology/approach – To address the research questions, this paper covers the following. First, it takes a longitudinal perspective in examining the changes taking place in exports and FDI at the regional level. Second, it draws strategic business and marketing implications of this development.

Findings – The results show a trend toward regionalization in the Quad (North …

Understanding How Graphic Pictorial Warnings Work On Cigarette Packaging, Jeremy Kees, Scot Burton, J. Craig Andrews, John Kozup

Marketing Faculty Research and Publications

The 2009 Family Smoking Prevention and Tobacco Control Act requires cigarette packages to contain stronger warnings in the form of color, graphic pictures depicting the negative health consequences of smoking. The authors present results from a between-subjects experiment with more than 500 smokers that test (1) the effectiveness of pictorial warnings that vary in their graphic depiction of the warning and (2) an underlying mechanism proposed to drive potential effects of the manipulation of the graphic depiction. The findings indicate that more graphic pictorial warning depictions strengthen smokers’ intentions to quit smoking. Recall of warning message statements is reduced by …

Can Corrective Ad Statements Based On U.S. V. Philip Morris Usa Inc. Affect Consumer Beliefs About Smoking?, Andrea Heintz Tangari, Jeremy Kees, J. Craig Andrews, Scot Burton

Marketing Faculty Research and Publications

To comply with the court's ruling in U.S. v. Philip Morris USA Inc., tobacco companies must fund a large advertising campaign to 'correct' smoking beliefs about which consumers may have been misled as a result of past deceptive practices of tobacco companies. The authors use an ad copy experiment to examine (1) the effects of different versions of corrective ad statements that plaintiff intervenors submitted to the court on multi-item belief measures and (2) the impact of the ad versions and beliefs on general attitudes toward smoking across current adult smokers and nonsmokers. The tested ad versions include a …