International Marketing Review: Volume 37 Issue 1

Go local or go global: how local brands promote buying impulsivity

Eline L.E. De Vries, Bob M. Fennis

Using food brands as a case in point, the purpose of this paper is to examine the relationship between a local vs global brand positioning strategy and buying impulsivity, as well…

Owned-by and made-in cues: Cognitive and affective dimensions of country of origin effect in immigrant markets

Mohammadali Zolfagharian, Roberto Saldivar, Jerome D. Williams

The purpose of this paper is to examine the cognitive and affective dimensions of COO and the owned-by/made-in cue combinations in first-generation immigrant markets.

Green business strategy and export performance: An examination of boundary conditions from an emerging economy

Nilay Bıçakcıoğlu, Vasilis Theoharakis, Mustafa Tanyeri

Building upon the insights of the resource-based view and contingency theory, the purpose of this paper is to investigate the boundary conditions of green business strategy on the…

Why include the BOP in your international marketing strategy

May Nagy, Dag Bennett, Charles Graham

The purpose of this paper is to test the premise that brand growth can come from targeting the poorest consumers at the bottom of the economic pyramid (BOP). This study is the…

Investigating international strategic brand management and export performance outcomes in the B2B context

Keith Pyper, Anne Marie Doherty, Spiros Gounaris, Alan Wilson

Drawing on Resource-based Theory, the purpose of this paper is to empirically examine the effect of International Strategic Brand Management (SBM) on export performance within the…

How inter-country similarities moderate the effects of consumer ethnocentrism and cosmopolitanism in out-group country perceptions: An Asian perspective

C. Min Han, Hyojin Nam

The purpose of this paper is to examine how consumer ethnocentrism (CET) and cosmopolitanism (COS) may affect Asian consumers’ perceptions of out-group countries and their…

Institutions, small local firms’ strategies, and global alliances in sub-Saharan Africa emerging markets

Adesegun Oyedele, Fuat Firat

The purpose of this paper is to respond to the call of international marketing professionals for more studies on strategies that firms use in response to the complexities of…