International Marketing Review: Volume 41 Issue 3/4

Building a value-creating brand in internationalizing small and medium-sized enterprises

Hsing-Hua Stella Chang, Cher-Min Fong, Min-Hua Chang

Empirical evidence of the value creation process through which internationalizing small and medium-sized enterprises (SMEs) develop international branding capability (IBC) to…

What induces corporations to engage in controversial marketing and environmental practices? A linguistic perspective

Mahabubur Rahman

Linguists classify the world’s languages into two types: futured and futureless. Futured languages (e.g. French) require speakers to grammatically mark future events, a…

Fencing or balancing? An exploratory study of Australian and New Zealand exporters’ strategic responses during the US-China trade war

Monica Ren, Richa Chugh, Hongzhi Gao

A key challenge for exporters and international marketing/purchasing managers is formulating strategic responses to deal with geopolitical disruptions during a trade war between…

Systematic literature review on the nexus of food waste, food loss and cultural background

Mangirdas Morkunas, Yufei Wang, Jinzhao Wei, Antonino Galati

The present paper aims to reveal how different cultures, as reflected by cultural norms, traditions, and social expectations, influence food waste behaviour in different regions…

Institutional distance and location choice: an experimental approach to the perception puzzle

Goudarz Azar, Georgios Batsakis, Rian Drogendijk, Ashkan PakSeresht, Ruoqi Geng

In this research, we designed and implemented a unique vignette experiment to study the effect of managers' perceptions of institutional distance on foreign location choice, as…

Effects of ethnic and global identities on home country brand perceptions: an identity theory perspective

Douglas Ewing, Mohammadali Zolfagharian, Sasawan Heingraj

This study links ethnic identity and global identity with perceptions of brand globalness (BG) and brand local iconness (BLI) regarding home country brands. Identity Theory…

Joint advertising: the impact of domestic, foreign, and global partners on cognitive fit

Brittney C. Bauer, Clark D. Johnson

Joint advertising is an emerging strategy where marketers promote both brands in the same marketing communication. This research determines how the domestic, foreign, or global…

Exploring the internationalization pathways of luxury SMEs: is there an asset of foreignness?

Matilde Milanesi, Andrea Runfola, Simone Guercini

The paper delves into the international expansion of luxury SMEs to investigate their internationalization pathways, namely how the internationalization process unfolds in terms…

Financial and non-financial factors for the success of hybrid offerings: evidence from multinational enterprises in an emerging market

Erasmia Leonidou, Enrico Battisti, Muhammad Ishfaq Ahmad, Raffaele Campo

The purpose of this study is to identify the financial and non-financial factors contributing to the success of hybrid offerings among Pakistani multinational enterprises (MNEs).