Fabian Bartsch, Mark Cleveland, Eunju Ko and John W. Cadogan
Timo Mandler, Fabian Bartsch, Tinka Krüger, Kyung Ae Kim and C. Min Han
This research investigates if perceived brand globalness (PBG) can help mitigate the adverse effects of consumer animosity on brand evaluations and purchase intentions.
Abstract
Purpose
This research investigates if perceived brand globalness (PBG) can help mitigate the adverse effects of consumer animosity on brand evaluations and purchase intentions.
Design/methodology/approach
The authors analyze survey data from Chinese consumers (N = 395) and South Korean consumers (N = 420) using multi-group structural equation modeling. In both countries, the authors use Japanese products as stimuli, ensuring high comparability levels between the studies.
Findings
The authors empirically demonstrate that PBG can mitigate the negative consequences of consumer animosity by weakening the spillover effect between product–country image and brand evaluations. However, the authors find the mitigating effect of PBG only in China, not in South Korea.
Originality/value
By highlighting PBG's role as an actionable moderator that firms can manipulate to attenuate the negative consequences of consumer animosity toward a brand's country of origin, this work adds to the much-needed debate about how animosity-induced effects can be mitigated in times of global conflicts and tensions.
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Mark Cleveland and Fabian Bartsch
The purpose of this paper is to propose a conceptual framework that highlights the reinforcing nature of global consumer culture (GCC). In doing so, this paper highlights a…
Abstract
Purpose
The purpose of this paper is to propose a conceptual framework that highlights the reinforcing nature of global consumer culture (GCC). In doing so, this paper highlights a dialectic process in which consumers trade-off, appropriate, indigenize and creolize consumption into multiple GCCs.
Design/methodology/approach
The approach is conceptual with illustrative examples.
Findings
GCC is a reinforcing process shaped by global culture flows, acculturation, deterritorialization, and cultural and geographic specific entities. This process allows consumers to indigenize GCC, and GCC to contemporaneously appropriate aspects from myriad localized cultures, producing creolized cultures.
Research limitations/implications
Marketing research and practices need to shift away from the dichotomous view of global and local consumption fueled by a misleading view of segmentation. Instead, marketers should focus on identifying the permutations of emerging GCCs, how these operate according to the context and accordingly position their marketing mix to accommodate them.
Originality/value
The proposed model reviews and integrates existing literature to highlight fundamental research directions that present a comprehensive overview of GCCs, its shortcomings and future directions.
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Fabian Göbel, Anton Meyer, B. Ramaseshan and Silke Bartsch
The purpose of this paper is to contribute to marketing communications literature by exploring consumer responses to covert advertising (CA) in a social media context.
Abstract
Purpose
The purpose of this paper is to contribute to marketing communications literature by exploring consumer responses to covert advertising (CA) in a social media context.
Design/methodology/approach
The persuasion knowledge model was used to explore the impact of CA on brand evaluations. A factorial design experiment was conducted in a social media context (YouTube).
Findings
The results of the study show that triggering knowledge about CA changes the way consumers respond to unfamiliar brands that use such tactics. This implies that for unfamiliar brands, with future development of persuasion knowledge, CA in social media will not only be ineffective but also detrimental with damaging effects on the brand.
Research limitations/implications
An important contribution of this study lies in the application of the persuasion knowledge model to social media context.
Practical implications
The results indicate that firms should desist from covert product and brand communications in social media contexts, and instead employ disclosed brand communications.
Originality/value
Given that the effects of CA have not been investigated in an online context, this study makes a unique contribution to brand communications research by providing valuable insights and better understanding of the effects of CA in social media, specifically YouTube.
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Timo Mandler, Jun Luo, Natalia Yannopoulou and Jochen Wirtz
Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The…
Abstract
Purpose
Despite considerable investigations of the various outcomes of perceived brand globalness (PBG), the concept itself remains ambiguous, demanding further conceptual refinement. The purpose of this paper is to contribute to global branding literature by suggesting an extended conceptualization of PBG, and empirically testing a corresponding extended model of global brand effects, relative to the conventional operationalization.
Design/methodology/approach
An empirical study (n=907) involving 63 brands across eight different product categories provides new insights into the composition of global brand effects by explicitly discriminating between different facets of consumers’ brand globalness perceptions (i.e. perceived market reach (PMR), perceived standardization (PST) and global consumer culture positioning (GCCP)).
Findings
The results clearly show that effects associated with global brands are not exclusively positive. While PMR and GCCP have positive effects on consumers’ brand evaluations and attitudes, PST has a strong negative effect on the same outcomes. These effects apply to both domestic and foreign global brands and occur irrespective of the perceived level of risk associated with a given product category.
Originality/value
The results provide managers a clearer picture of the up- and downsides of brand globalness perceptions and urge future studies on global brands to incorporate constructs that account for facets beyond a brand’s market reach to capture the phenomenon holistically.
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To provide a review of the most recent literature concerning document delivery and related matters.
Abstract
Purpose
To provide a review of the most recent literature concerning document delivery and related matters.
Design/methodology/approach
The article is based on a broad range of published works, including papers, books, reports and web sites.
Findings
Finds that Open Access does not seem to have a great impact on document delivery at present but its influence is growing and may well accelerate.
Originality/value
This review is a useful source of information for librarians and others interested in document delivery.
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Lan Li, Tan Pan, Xinchang Zhang, Yitao Chen, Wenyuan Cui, Lei Yan and Frank Liou
During the powder bed fusion process, thermal distortion is one big problem owing to the thermal stress caused by the high cooling rate and temperature gradient. For the purpose…
Abstract
Purpose
During the powder bed fusion process, thermal distortion is one big problem owing to the thermal stress caused by the high cooling rate and temperature gradient. For the purpose of avoiding distortion caused by internal residual stresses, support structures are used in most selective laser melting (SLM) process especially for cantilever beams because they can assist the heat dissipation. Support structures can also help to hold the work piece in its place and reduce volume of the printing materials. The mitigation of high thermal gradients during the manufacturing process helps to reduce thermal distortion and thus alleviate cracking, curling, delamination and shrinkage. Therefore, this paper aims to study the displacement and residual stress evolution of SLMed parts.
Design/methodology/approach
The objective of this study was to examine and compare the distortion and residual stress properties of two cantilever structures, using both numerical and experimental methods. The part-scale finite element analysis modeling technique was applied to numerically analyze the overhang distortions, using the layer-by-layer model for predicting a part scale model. The validation experiments of these two samples were built in a SLM platform. Then average displacement of the four tip corners and residual stress on top surface of cantilever beams were tested to validate the model.
Findings
The validation experiments results of average displacement of the four tip corners and residual stress on top surface of cantilever beams were tested to validate the model. It was found that they matched well with each other. From displacement and residual stress standpoint, by introducing two different support structure, two samples with the same cantilever beam can be successfully printed. In terms of reducing wasted support materials, print time and high surface quality, sample with less support will need less post-processing and waste energy.
Originality/value
Numerical modeling in this work can be a very useful tool to parametrically study the feasibility of support structures of SLM parts in terms of residual stresses and deformations. It has the capability for fast prediction in the SLMed parts.
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Wei Wei Cheryl Leo, Gaurangi Laud and Cindy Yunhsin Chou
Digital transformation (DT) has had a profound impact on how services are delivered, but its effects on service frontline employees in crisis have yet to be examined. Using…
Abstract
Purpose
Digital transformation (DT) has had a profound impact on how services are delivered, but its effects on service frontline employees in crisis have yet to be examined. Using conservation of resources theory, the purpose of this study is to empirically test the overall effects of DT within service organisations on service employees’ beliefs with respect to crisis preparedness, life satisfaction and customer orientation. It also examines the moderating effects of crisis-related anxiety and job experience on these relationships.
Design/methodology/approach
This study’s hypotheses were tested quantitatively with an online survey of N = 592 frontline service employees working in hospitality and retail services organisation during the crisis of the COVID-19 pandemic. Structural equation modelling was used to analyse the data. A post-hoc study of customer-facing supervisors (N = 268) was conducted to validate the study findings and establish generalisability.
Findings
DT predicts service employees’ beliefs regarding crisis preparedness. In turn, crisis preparedness increases life satisfaction and customer orientation. Moreover, crisis-related anxiety negatively moderates the relationship between DT and crisis preparedness. Post hoc analyses validate the results derived from service employees’ data. Surprisingly, there is no significant relationship between crisis preparedness and life satisfaction for supervisors/managers with low job experience.
Originality/value
This study makes an empirical contribution to the service management literature by examining the impact of DT on service employees’ beliefs with respect to crisis preparedness that subsequently influences their life satisfaction and ability to remain customer oriented during a crisis. It highlights an important intersection between technology and service work in terms of a transformative impact of DT on service employee outcomes during crises.