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What industry has not changed in the past quarter century because of The Digital Age? The purpose of this paper is to discuss the effect of the digital age on media.

This paper takes the design of an author viewpoint.

The Digital Age has affected practically everything that makes up our professional and personal lives – how we learn, how we inform, how we sustain and, certainly, how we interact.

Even industries that previously had no connection to the digital world cannot function.

Drawing on the resource-based view, this study examines the effect of distribution adaptation on export performance. The study also examines the moderating role of responsiveness and commitment. Two distinct factors for commitment (i.e. managerial export commitment and financial export commitment) and two distinct factors for responsiveness (i.e. export customer responsiveness and export competitor responsiveness) are considered as moderators in the relationship between distribution adaptation and export performance.

Using a Spanish governmental database of exporting firms, this study collected data from 208 firms to run the analysis.

The results indicate that distribution adaptation has a positive impact on export performance. Findings also support the moderating roles of the two types of commitment and the two types of responsiveness. Managerial export commitment positively moderates the relationship, whereas financial export commitment plays a negative moderating role. Both export customer responsiveness and export competitor responsiveness have a positive moderating impact.

To consider distribution adaptation as a distinct variable rather than mixing it with other elements of the marketing mix. This distinction facilitates a clearer comprehension of its unique contribution to export performance. Two distinct factors for commitment and two distinct factors for responsiveness are considered. This approach offers a more detailed analysis of how the different aspects of commitment and responsiveness moderate this relationship.

This study seeks to examine the effects of perceived brand localness and foreignness on brand love via perceived brand coolness by incorporating the moderating impacts of local and global consumer identities on brand love while controlling the confounding effects of brand familiarity in the context of local and foreign digital retail banks.

This study collected 1,960 online responses (on local and foreign banks) from 980 consumers who often used local and foreign digital retail banking services. The analysis was performed on 1,766 responses through co-variance-based structural equation modeling.

This study discovered that perceived brand localness and foreignness were essential factors for driving brand love and perceived brand coolness toward local and foreign digital retail banks. However, perceived brand foreignness was a more effective driver than perceived brand localness. Importantly, perceived brand coolness emerged as a key mediator for shaping brand perceptions and love. Additionally, local and global consumer identities were effective moderators and brand familiarity was significant in enhancing brand love for local and foreign digital retail banks.

This study gives managers essential knowledge about crafting positioning, relationships and segmentation strategies to boost brand love and perceived coolness for local and foreign digital retail banks.

This novel study contributes new insights to the stimulus-organism-response and cultural identity theories by examining consumers’ brand perceptions and their impacts on consumer behavior in digital retail banking.

It is generally accepted that the launch of a new product is critical to its success. Key to this is that manufacturers understand the market segment which is targeted for the launch. However, recent research and criticism suggest that modern segmentation strategies, aligning products with lifecycle typologies do not work. It is no longer possible to align consumers and products into neat and stable lifecycle segments. It is suggested that more importance should be attached to products having a familiarity fit with consumers – what they know and expect from a particular product. These views are moderated by a consumer's enthusiasm or involvement with the product as well as their level of expertise in understanding complex products. This paper aims to look at these issues.

This research looks at consumer perceptions to the changes to two automotive models launched by one of the major manufacturers at the Frankfurt Motor Show, Germany, held in September 2005, to discover which changes had the most appeal and to identify correlations with consumer lifecycles.

Results revealed that consumer lifecycles had no correlation with any of the data, whereas familiarity, expertise and product involvement will provide manufacturers with more accurate segmentation tools in the launch and marketing of new automotive products.

These findings suggest that a customer's expertise, product involvement and familiarity with the product are likely to provide more appropriate market segmentation tools.

This paper reveals useful information on consumer lifestyles and market segmentation tools.

Given the contradictory findings of standardization/adaptation of marketing strategy in explaining export performance in the extant research, this study aims to examine the contingent effects of managerial ties and born global orientation in the standardized advertising-export performance conceptualization.

The study used two-respondent method in the survey research by a sample of 155 exporting firms operating in the industrial marketing based in Australia and New Zealand and applied hierarchical regression analysis to test the hypotheses.

The findings demonstrate that standardized advertising has a significant effect on export performance and this relationship is positively moderated by business ties. Such effect is particularly enhanced for born global firms (than nonborn global firms). However, political ties negatively influence the impact of standardized advertising on performance and such effect is stronger for born global firms.

A broader perspective of contingent variables should be included to examine the underlying relationship between standardized advertising and export performance in capturing the dynamism in international marketing contexts, such as institutional frameworks or sociocultural environments in host countries.

Standardized advertising is critical for born global firms’ export performance as it can increase efficiency and speed up internationalization processes. Such positive impact of standardized advertising on export performance is further enhanced if born global firms allocate resources to develop strong business ties with host country partners instead of building political ties with host country governments, because smooth business networking can facilitate standardized advertising on industrial marketing, yet justifiable political relations require intricate negotiations that often prolong internationalization progress.

This study incorporates managerial ties and born global orientation as contingent factors in fixing the theoretic interlock between standardization advertising strategy and export firm performance.

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 considers consumer behavior as driven by multiple identities concurrently and interactively.

Samples from two populations, Mexicans living in Mexico and Mexican Americans in the United States, were exposed to eight randomly presented real-world Mexican brands, followed by existing measures for several constructs. Comparing such populations is uniquely appealing for studies of immigrants’ home country brands. Data is analyzed via linear regression.

Ethnic and global identities have an interactive effect on BG, BLI, and purchase intention even after controlling for ethnocentrism and cosmopolitanism. With the interaction term between ethnic identity and global identity included in the model, (a) global identity exhibits more efficacy than ethnic identity in explaining purchase intention; and (b) relationships involving BLI grow stronger while those involving BG become weaker. The direction of the effect of global identity depends on whether BG or BLI serves as the mediator. Ethnic identity has a significant effect on purchase intention through BLI among Mexican Americans.

Simultaneous focus on two interacting identities is novel in the international branding space. This approach is useful for illuminating the effects of brand attributes including BG and BLI as well as studying branding effects where self-symbolizing is of interest.