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Article
Publication date: 3 May 2022

Afred Suci, Hui-Chih Wang and Her-Sen Doong

Localization, glocalization, and standardization advertising strategies have scarcely been examined in the context of internationally acknowledged heritage products aimed at young…

406

Abstract

Purpose

Localization, glocalization, and standardization advertising strategies have scarcely been examined in the context of internationally acknowledged heritage products aimed at young domestic consumers in emerging markets. This study investigated two essential advertising cues: endorser nationality (local vs Western) and language (local vs English). National pride and gender effects were also analyzed.

Design/methodology/approach

Eight brochure types were constructed to represent localized, glocalized, and standardized print advertisements and examine their effects on brand image and purchase intention. MANOVA, MANCOVA, and moderated mediation analysis were employed to test the model.

Findings

The localization presenting same-sex endorsement is the best fit for promoting an internationally acknowledged heritage product to young, educated domestic consumers who have a low-to-moderate level of national pride (NP).

Research limitations/implications

This study provides theoretical implications in localization, NP, and gender effect in ad strategy.

Originality/value

This study fills a literature gap regarding the effects of localization, glocalization, and standardization advertising strategies on culturally bound heritage products aimed at young consumers in emerging markets. The moderating effect of NP adds to the novelty of this study.

Details

International Journal of Emerging Markets, vol. 18 no. 12
Type: Research Article
ISSN: 1746-8809

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Article
Publication date: 19 October 2010

Hui‐Chih Wang and Her‐Sen Doong

Taiwan is one of several leading countries in the mobile music context. Accordingly, Taiwan's experiences in promoting mobile music service diffusion are of importance and…

966

Abstract

Purpose

Taiwan is one of several leading countries in the mobile music context. Accordingly, Taiwan's experiences in promoting mobile music service diffusion are of importance and interest to international practitioners and researchers. Applying Rogers' innovation diffusion theory, this study aims to employ econometric models to investigate whether the diffusion of mobile music service adoption is affected by external influences (e.g. mass media advertising, salespeople, and service providers), internal influences (e.g. interactions and imitations among acquaintances), or a combination of such influences.

Design/methodology/approach

To determine which influence best explained the diffusion of mobile music adoptions, the external, internal, and Von Bertalanffy mixed influence diffusion models were tested in this study. GNUS, a strongly functional language and environment to statistically explore data sets, was used to estimate the parameters of each model. The performance of each diffusion model was then examined using the Akaike AIC and Schwarz BIC statistics.

Findings

Findings indicated that the Von Bertalanffy mixed influences model best describes the diffusion pattern of mobile music service adoption and that acquaintances' influence in terms of interactions is the dominant factor influencing mobile music service adoption decision in Taiwan.

Originality/value

How managers of a mobile music service provider can use the internal and external influences interchangeably to effectively accelerate the mobile music diffusion at the different stage of product lifecycle is presented in this study. Indeed, the mobile music service is one of the most important industries worldwide not only because its penetration rate in many countries is over 50 percent, but also because of its killer applications. In light of this, the study contributes highly to theoretical and empirical examinations because the diffusion of the mobile music services within a society is the essence of the development/usage of the m‐commerce or music industries.

Details

Management Decision, vol. 48 no. 9
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 17 April 2009

Her‐Sen Doong and Hui‐Chih Wang

This paper aims to argue that individuals' use of personal knowledge management systems (PKMS) differs significantly as a result of their underlying innovativeness and involvement…

1142

Abstract

Purpose

This paper aims to argue that individuals' use of personal knowledge management systems (PKMS) differs significantly as a result of their underlying innovativeness and involvement traits. Based on the literature, this paper seeks to propose that while more involved users utilise PKMS more frequently, more‐innovative users utilise more functions of PKMS.

Design/methodology/approach

A field survey was conducted to collect data. Correlation techniques and regression analysis were used to test the proposed relationship between constructs.

Findings

The findings indicated that while both traits were significantly associated with PKMS usage behaviours, users' involvement was the primary predictor of PKMS use frequency, while users' innovativeness predominated in the prediction of the number of PKMS functions they used. That is, although more involved users may use fewer functions compared with more innovative users, they are more likely to become long‐term supporters of PKMS because their use frequency is significantly higher than that of more innovative users.

Practical implications

The paper informs scholars and managers that using a single approach – that is, only using frequency or the number of functions used – to evaluate the performance of a PKMS may lead to a biased result.

Originality/value

After half a century of development of information technology, this paper addresses the importance of taking a step further and verifying the behaviours related to the use of PKMS with different approaches, such as use frequency and the number of functions used. In particular, the paper presents a pioneering piece of research in the information systems discipline, revealing that individuals' underlying innovativeness and involvement contribute to different PKMS use behaviours.

Details

Online Information Review, vol. 33 no. 2
Type: Research Article
ISSN: 1468-4527

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