...Todd Pezzuti Purpose This study investigates how culture relates to enthusiasm for immersive technologies such as virtual reality, augmented reality, and the metaverse. While prior research has linked cultural values to technology adoption in general, little is known about how culture influences...

...Olga Nechaeva; Costanza Dasmi Purpose This study aims to investigate how AI storytelling influences the luxury brand experience for consumers, with particular attention to the role of culture in this process. Design/methodology/approach The study adopts an exploratory qualitative approach...

...Jonas Holmqvist; Jochen Wirtz Purpose Luxury markets have become increasingly global, and cultural differences and preferences for luxury goods have been studied extensively. However, the international aspects of luxury service experiences and the impact of culture have hardly been studied...

... the growing popularity of online secondhand platforms globally, there is a lack of studies exploring how consumers worldwide perceive contamination and the use of secondhand goods differently according to the culture. Based on the consumer contamination theory, this study aims to investigate the cultural...

... and cultural dimensions. An adaptation of the consumer susceptibility to interpersonal influence (CSII) scale measured WoM influence in an online review context. After pretesting and validating the consumer susceptibility to online review influence (CSRI) scale in Luxemburg, hypotheses were tested...

... marketing Ethics Systematic literature review Culture Interdisciplinary research Cross-country As companies expand their businesses across borders, ethical issues have become instrumental in the international marketing context (Delistavrou et al., 2019 ; Chatterjee et al...

... The purpose of this paper is to propose cultural equity as a construct to better understand the characteristics that define a culturally symbolic brand and the downstream consequences for consumer behavior and nation branding in the era of globalization. This paper is an empirical investigation...

... the defining attributes of their national identities. This prediction would be consistent with the notion that powerful groups are more likely to disseminate their associated symbols in broad-level cultural discussions (Zerubavel, 1996). For instance, in the USA, due to socio-historical biases, some groups...

...Carlos J. Torelli; Jennifer L. Stoner The authors integrate the conceptual framework that highlights the reinforcing nature of global consumer culture with recent findings about the psychology of globalization. Specifically, the authors bring attention to the perceptual, cognitive...

...Tribikram Budhathoki; Julien Schmitt; Nina Michaelidou Purpose To better understand the disparity of private label performance across countries, the purpose of this paper is to investigate the role played by national culture. Two types of impact are considered: a direct influence of cultural...

...Boonghee Yoo; Geon-Cheol Shin Purpose Culture is recognized as a pivotal variable in country of origin (COO) research. The purpose of this paper is to assess culture from an individual perspective and to examine the extent to which individual cultural orientations have similar associations with 33...

...Maribel Suarez; Russell Belk Purpose The research analyzes the presence of two global brands – Fiat and International Federation of Association Football – in Brazilian demonstrations in conjunction with the 2014 World Cup. The purpose of this paper is to extend the brand cultural resonance...

...Marieke de Mooij Purpose The purpose of this paper is to find consumption-related similarities and differences between the three major dimensional models of national culture, to help researchers select specific models or dimensions for their cross-cultural studies. Design/methodology/approach...

...Agyenim Boateng; Min Du; Yan Wang; Chengqi Wang; Mohammad F. Ahammad Purpose The purpose of this paper is to examine the trends, patterns and the impact of cultural and home country macroeconomic influences on Chinese cross-border mergers and acquisitions (CBM&A) as foreign entry strategy...

... purchase intention toward the placed brand. There is evidence of interaction effects with cultural dimensions such as assertiveness and performance orientation within the UK and HK. Practical implications – The results suggest that product placements can be optimized through tailored campaigns...

...Dr Nina Michaelidou, Professor Nina Reynolds, Dr Luke Greenacre and Dr Louise M. Hassan; Carlos J. Torelli; Sharon Shavitt; Young Ik Cho; Allyson L. Holbrook; Timothy P. Johnson; Saul Weiner Purpose – The purpose of this paper is to investigate cultural variations in the qualities that White...

...Gong Sun; Steven D’Alessandro; Lester W. Johnson; Hume Winzar Purpose – The purpose of this paper is to highlight the problems in the measurement of culture in consumer studies and offers suggestions for remedies. Design/methodology/approach – Drawing on literature from related fields...

...Peter Magnusson; Robert Peterson; Stanford A. Westjohn Purpose – The purpose of this paper is to explore how national cultural values affect sales collaboration directly and how it interacts with the firm's reward structure. The results are linked with firm performance. Design/methodology...

...Lien Le Monkhouse; Bradley R. Barnes; Ute Stephan Purpose The paper aims to further extend our understanding by assessing the extent to which two prominent cultural values in East Asia i.e. face saving and group orientation drive consumers’ perceptions of luxury goods across four East Asian...

... advertising strategies that multinational corporations (MNCs) from North America, Europe, and Asia used in their advertising campaigns targeting two culturally different markets: the United States and China. Design/methodology/approach A content analysis of 210 print advertisements compares the extent...