Nikolaus Franke and Josef A. Mazanec
This article seeks to provide an empirical identification of groups of marketing scholars who share common beliefs about the role of science and the logic of scientific discovery.
Abstract
Purpose
This article seeks to provide an empirical identification of groups of marketing scholars who share common beliefs about the role of science and the logic of scientific discovery.
Design/methodology/approach
Topology is used representing network quantization to identify empirically classes of marketing researchers within a representative sample of marketing professors.
Findings
Six distinct classes of marketing scholars were found. They differ with regard to popularity (size) and productivity (levels of publication output). Comparing the sub‐samples of German‐speaking and US respondents shows cross‐cultural differences.
Originality/value
The study enhances understanding of the current scientific orientation(s) of marketing. It may help to motivate marketing scholars to ponder on their own positions and assist them in judging where they may belong. Future comparisons over time would give an indication about the future of the academic discipline of marketing.
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Keywords
Ilona Pezenka and Christian Buchta
This study focuses on the emotional aspects of destinations and employs two different scales for capturing the affective component of city destination image. The aim of this paper…
Abstract
Purpose
This study focuses on the emotional aspects of destinations and employs two different scales for capturing the affective component of city destination image. The aim of this paper is not only to measure the emotions assigned to different European cities, but also to compare these two instruments/scales by means of Procrustes analysis.
Design/methodology/approach
The authors collected measurements on two different scales (verbal and pictorial) for capturing the emotional (affective) component of destination image – both based on Russell's circumplex model of affect – in two independent surveys.
Findings
Significant differences were found between the multidimensional scaling (MDS) results of both scales. Because the two samples match in terms of demographics and psychographics, the differences of the perceptual spaces are likely due to the form of stimuli (pictures compared to verbal items) presented. The results indicate that pictures are easy to use, but they also are subject to broader interpretations. In contrast, verbal items are more concise, but perhaps respondents may find it harder to assign them to cities (especially negative emotions).
Research limitations/implications
The paper contributes to the literature by suggesting a methodology for detailed analysis of the differences in measurements, and introducing implications that apply primarily to researchers once new measurement methods are introduced. The limitations of this research relate to the sample (convenience sample): the respondents were solely Austrians, and thus only one culture was represented.
Originality/value
Although several other researchers suggest measuring both the cognitive and the affective image, very few studies incorporate both aspects in evaluating destination image. In contrast, this study applies different scales to incorporate emotions in destination image measurement and demonstrates the applicability of the scales in the tourism context.
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This article aims to analyze the Iranian and American national cultures and to discuss the implications of cultural differences for communication/negotiation styles.
Abstract
Purpose
This article aims to analyze the Iranian and American national cultures and to discuss the implications of cultural differences for communication/negotiation styles.
Design/methodology/approach
First, the concept of culture is framed and an integrative model of cultural analysis is constructed. Then, building on the extant literature and secondary data, the various traits of American and Iranian national cultures are analyzed and the implications for communication/negotiation are discussed.
Findings
It is found that Iran and America portray dissimilar and somewhat opposed cultural orientations that might create substantial obstacles to their bilateral communications/negotiations. Recommendations for more effective communications/negotiations are provided and avenues for future research are pointed out.
Research limitations/implications
Both Iran and the USA are diverse societies and obviously cannot be considered as monolithic cultures. Moreover, any generalization about the national culture is inherently approximate and does not take into account the intra‐country variations. Another major limitation of this study is that it considers culture as static and unchangeable, however, every culture is in constant transformation.
Practical implications
By bringing insights into the American and Iranian cultures, this study provides a better understanding of cross cultural differences and thus it may lead to effective bilateral communications/negotiations.
Originality/value
While this paper provides valuable insights into the Iranian‐American communication patterns, its main originality resides in offering a cross cultural approach to understanding international affairs. Moreover, the results can be extrapolated to other similar situations when Eastern/Islamic and Western cultures are involved.