Cross-Cultural Differences in the Effect of Received Word-of-Mouth Referral in Relational Service Exchange

Schumann, Jan H.; Wangenheim, Florian von; Stringfellow, Anne; Yang, Zhilin; Blažević, Vera; Praxmarer, Sandra; Shainesh, G.; Komor, Marcin; Shannon, Randall; Jiménez, Fernando R.

doi:10.1509/jimk.18.3.62

Cited by 91 publications

(82 citation statements)

References 74 publications

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“…However, it is likely that the results of Kim and colleagues' (2010) study were impacted by the study's setting-the U.S. as trust, which is linked to gratitude (Palmatier et al, 2009), has been found to be influenced by national culture (e.g., Schumann et al, 2010). In addition, an implication derived from the academic literature is that there is a strong positive relationship between trust and collectivism, and a negative relationship between trust and individualism (e.g., Huff & Kelley, 2005).…”

Section: Gratitudementioning

confidence: 99%

Show Me the Money: On Predicting Actual Purchases in Cross-National Sponsorship

Zaharia¹,

Brandon-Lai²,

James³

2017

IJMS

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The improvements in new media technologies in conjunction with the expansion of innovative opportunities for marketing and consuming sport have played direct roles in the globalization of sport. However, those in the Sport Management academic field are still trying to understand the effect of culture on sport consumer behavior. Guided by Hofstede's cultural dimensions theory, the purpose of this study was to examine the sponsorship and cross-national relationships among the short-term/long-term orientation and individualism/collectivism cultural dimensions, attitude toward a sponsor, gratitude, purchase intentions, and actual purchases. Data were collected via longitudinal web surveys conducted with soccer fans from the United States, the United Kingdom, and India. The results from a structural equation model provided evidence that the individualism/collectivism cultural dimension had a significant effect on gratitude but not on actual purchases, and that the purchase intentions variable was a predictor of actual purchases.

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Section: Gratitudementioning

confidence: 99%

Show Me the Money: On Predicting Actual Purchases in Cross-National Sponsorship

Zaharia¹,

Brandon-Lai²,

James³

2017

IJMS

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“…Neutral WOM is outside the scope of this study as it does not impact the consumers' behaviour (Wang, 2011). In the extant WOM consequence literature, the focus of research has been on firm related outcomes such as service quality perceptions (Schumann et al, 2010;Wang, 2011); loyalty (Garnefeld et al, 2011); commitment (Garnefeld et al, 2011); switching behaviour (Wangenheim & Bayon, 2004;2007) and purchase decisions (Bansal & Voyer, 2000;Brown & Reingen, 1987;East et al, 2008;East, Uncles & Lomax, 2014;Soderlund & Rosengren, 2007). In addition, Sweeney, Soutar and Mazzarol (2008) examined the psychological implications of received WOM on the recipient and found that the receipt of P-WOM increased relief, confidence and enthusiasm of the recipient.…”

Section: Development Of Hypothesesmentioning

confidence: 99%

“…Whilst single service settings have been successfully employed in past WOM research (Schumann et al, 2010;Soderlund & Rosengren, 2007;Wien & Olsen, 2014), future studies should test the model in multiple research settings in order to establish the generalizability of the findings.…”

Section: Limitations and Suggestions For Further Researchmentioning

confidence: 99%

Investigating the consequences of word of mouth from a WOM sender’s perspective in the services context

Chawdhary¹,

Riley²

2015

Journal of Marketing Management

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Employing scenario based experiments; this paper examines the effect of word of mouth (WOM) on: the sender's intention to give future WOM about the focal service provider and the self-enhancement derived from articulating WOM. Extant WOM literature considers selfenhancement as a key driver of positive WOM. This paper provides empirical evidence that a reverse effect exists and that self-enhancement is also an outcome of WOM behaviour.Results indicate that the impact of WOM on self-enhancement has substantive significance and holds for both positive and negative WOM. The effect of WOM on intentions is only partially supported. Finally, tie strength between the WOM participants partially moderates the relationship between the variables. Importantly, the impact of negative WOM is stronger than positive WOM. Summary statement of contributionExtant WOM literature widely accepts the notion that self-enhancement is a driver of positive WOM. To the best of our knowledge, this study is the first to empirically demonstrate that self-enhancement is an outcome of WOM behaviour irrespective of its valence. Notably, tie strength between the WOM participants moderates the effect of WOM on the sender. Finally, we provide the first empirical evidence on the relative impact of P-WOM and N-WOM on the sender.

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“…However, the location of Kim and colleagues' (2010) study, the U.S., may have been impacted by national culture, as trust, which is linked to gratitude (Palmatier et al, 2009), has been found to be influenced by national culture (Doney, Cannon, & Mullen, 1998;Schumann et al, 2010). Also, Doney et al (1998) and Schumann et al (2010) revealed positive correlations between countries with a high power distance cultural dimension (i.e., the www.ccsenet.org/ijms…”

Section: Gratitudementioning

confidence: 95%

“…Also, Doney et al (1998) and Schumann et al (2010) revealed positive correlations between countries with a high power distance cultural dimension (i.e., the www.ccsenet.org/ijms…”

Section: Gratitudementioning

confidence: 99%

Is Sport Sponsorship Global? Evidence from the United States, the United Kingdom, and India

Zaharia¹,

Mayer

Hungenberg

et al. 2016

IJMS

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This study sought to develop and test a cross-national sport sponsorship model. Sponsorship and Hofstede's cultural dimensions theories were utilized for the theoretical framework for this study. A survey was conducted with 522 Chelsea FC soccer club's fans from the United States, the United Kingdom, and India in the area of sponsorship through a jersey sponsorship. Single and multiple-group confirmatory factor analysis and structural equation modeling were used to analyze the global sport sponsorship model. The results acknowledged the measurement and structural invariance of a global model for five sport sponsorship outcomes (i.e., sponsorship awareness, sponsorship fit, attitude toward the sponsor, gratitude, and purchase intentions), controlling for age, gender, education, household income and the household's decision maker. The statistical analyses indicated that structural relationships among the analyzed sponsorship outcomes were invariant among all three countries. The effect of sponsorship fit predicted the presence of purchase intentions, while the attitude toward the sponsor was the strongest predictor of purchase intentions.

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Cross-Cultural Differences in the Effect of Received Word-of-Mouth Referral in Relational Service Exchange

Cited by 91 publications

References 74 publications

Show Me the Money: On Predicting Actual Purchases in Cross-National Sponsorship

Show Me the Money: On Predicting Actual Purchases in Cross-National Sponsorship

Investigating the consequences of word of mouth from a WOM sender’s perspective in the services context

Is Sport Sponsorship Global? Evidence from the United States, the United Kingdom, and India

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