International Marketing Review: Volume 41 Issue 2

Consumer response to the new normal: examining the role of anticipated recovery, smart governance and prosocial behavior in driving satisfaction

Amandeep Dhir, Arun Madanaguli, Fauzia Jabeen, Dorra Yahiaoui, Roberto Quaglia

Drawing on the stimulus–organism–response framework, this study examined the environmental stimuli driving tourists' internal, or organismic, states. In addition, the authors…

SMEs' regional diversification: dynamic patterns and home market institutional determinants

Wensong Bai, Mikael Hilmersson, Martin Johanson, Luis Oliveira

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…

The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets

Kirsten Cowan, Alena Kostyk

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…

Hybrid business offerings in small internationalisers: a mixed-method analysis of internal capabilities through hesitant fuzzy information

Hannan Amoozad Mahdiraji, Aliasghar Abbasi Kamardi, Vahid Jafari-Sadeghi, Seyed Hossein Razavi Hajiagha, Sylvaine Castellano

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…

How local dealers benefit from their international participation: evidence from Africa

Lian Zhang, Qingtao Wang, Qiyuan Zhang, Kevin Zheng Zhou

Although the prior literature has identified the relevance of dealer participation for multinational enterprises (MNEs), it is unclear whether such participation could also be an…

Actors' facial similarity and its impact on US movies' box-office performance in East and South-East Asia

Verdiana Giannetti, Jieke Chen, Xingjie Wei

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…

Consumer xenocentrism when domestic products are better

Amonrat Thoumrungroje, Adamantios Diamantopoulos, Nathalie Caroline Scherer

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…

Signaling theory and its relevance in international marketing: a systematic review and future research agenda

Zubair Ali Shahid, Muhammad Irfan Tariq, Justin Paul, Syed Ali Naqvi, Leonie Hallo

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…

Different countries, different institutions: how do brand-oriented SMEs leverage branding capabilities to boost export performance?

Piyush Ranjan

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…