Culture and International Marketing: A Sub-Saharan African Context

Darley, William K.; Luethge, Denise J.; Blankson, Charles

doi:10.1080/08911762.2013.814819

Cited by 25 publications

(30 citation statements)

References 45 publications

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“…Despite the subtle distinction between CF and customer engagement, it is important to note here that both concepts depending on context can be used interchangeably. Therefore, given the high prevalence of social connectedness in African societies and in Nigeria (Darley et al,2013), this study feels CF conveys a much more contextualised meaning of customer-business relationship in the informal retail segment than the much broader term customer engagement (for more details about this term cf. Jaakkola and Alexander, 2014;van Doorn et al,2010;Vivek et al,2012).…”

Section: Word-of-mouth Communicationmentioning

confidence: 99%

“…A reason why WoM communication is highly effective is that, often, it is based on recommendations from familiar persons. Because of this familiarity, customers are more driven to buy from the recommended retailer, particularly in SSA where in-group loyalty has been found to be strong (Hofstede, 1980(Hofstede, , 2011Darley et al,2013). Further, it has been concluded that the effect of received WoM referrals is more pronounced in high-uncertainty avoidance societies (Schumann et al,2010) such as Nigeria.…”

Section: Word-of-mouth Communicationmentioning

confidence: 99%

“…Some of the benefits, these authors imply, could come in the form of positive recommendations to potential targets by their existing customers (Price and Arnould, 1999). Building upon the work of Darley et al (2013), who suggest that for businesses to succeed in SSA, they must first seek to develop social relatedness; it therefore means that the development of a strong CF is critical in this type of society. In short, given the central role that group harmony plays in engendering personal sacrifice in a society like SSA, it stands to reason therefore that CF, analogous to group harmony, is likely to provide a strong incentive for customers to canvass their relatives and a few others to buy from the merchant.…”

Section: Hpa1mentioning

confidence: 99%

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Understanding customer-perceived quality in informal stores

Osakwe

2019

JSM

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PurposeAlthough customer-perceived quality (CPQ) has been studied for years, very little is known about the implications of CPQ to informal retail stores particularly in collectivist and high uncertainty avoidance societies like Nigeria. More specifically, this study aims to investigate the indirect implications of CPQ to post-purchase behaviour primarily word-of-mouth (WoM) communication which is even more critical for customer acquisition in the research context. By so doing, it develops a contextualised model in which the emerging concept of commercial friendship (CF) is incorporated to mediate the relationship between CPQ and WoM communication. Design/methodology/approachUsing a survey-based design, data were gathered from 372 informal merchants' customers. Structural equation modelling technique primarily PLS-SEM (partial least squares structural equation modelling) was used in analysing the data. FindingsThe data confirm that the multifaceted CPQ construct has an important implication for WoM through the mediation of CF. Supplementary analysis reveals that CF fully mediates one of the sub-components of CPQ, namely, personal interaction in relationship to WoM in addition to acting as a partial mediator between store policy, physical aspect and reliability and WoM. Originality/valueThe value of this study is that it draws attention to the special role that CF plays in the investigation of the relationship between CPQ and WoM communication in the research context. Additionally, it is a step towards extending and contextualising research about service quality perceptions and its outcomes in non-traditional Western contexts.

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Section: Word-of-mouth Communicationmentioning

confidence: 99%

Section: Word-of-mouth Communicationmentioning

confidence: 99%

Section: Hpa1mentioning

confidence: 99%

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Understanding customer-perceived quality in informal stores

Osakwe

2019

JSM

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“…Furthermore, it has been argued that the rapid growth that many African countries are experiencing is premised on a growing young population, estimated to be about 1.2 billion and projected to be more than 2 billion by 2050 (The Economist, 2016;United Nations, 2015). This prospect of economic growth and demographic advantage provides opportunities for new business formation and growth in Sub-Saharan Africa (Nyuur et al 2016;Darley et al, 2013). …”

Section: An Emerging Africa: Trends Challenges and International Marmentioning

confidence: 99%

Africa rising in an emerging world: an international marketing perspective

Amankwah‐Amoah

Boso

Debrah

2018

IMR

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Purpose: The primary goal of this introductory article is to highlight important contemporary themes in international marketing strategy from the perspective of Sub-Saharan African firms.Design/methodology/approach: The approach adopted is a review and synopsis of the existing body of research on international marketing research in Sub-Saharan African, and a discussion of the manuscripts included in the special issue. Findings:International marketing in Sub-Sahara Africa is growing steadily, driven largely by rapid changes in socio-economic and demographic characteristics of consumers in this market. The growing appetite of multinational enterprises to explore new growth opportunities on this continent and the increasing intra-Africa cross-border transactions is driving unique approaches to international marketing that are predicated on using non-traditional means to produce, communicate and distribute products and services. Research limitations/implications:While the international marketing opportunities and challenges discussed in this article are not exhaustive, the paper highlights important research themes that need consideration regarding international marketing research in Sub-Saharan Africa.Originality/value: This introductory article emphasizes the unique international business landscape in Sub-Saharan Africa and discusses its international marketing strategy implications. The article further draws attention to a number of unanswered research questions that require additional research, and thus bring Sub-Saharan Africa to international marketing scholarly enquiry.

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“…Recent inaugural conferences of new chapters of the Academy of International Business (AIB) have included the Middle East and North Africa (MENA) and Sub-Saharan Africa (SSA) regions (Dubai/2010 and Nairobi/2014, respectively), and both dedicated journals, such as the one at hand and the Journal of African Business, as well as broader-interest ones (e.g., see Darley, Luethge, & Blankson, 2013), are continuously adding to how the continent is understood. This expanding body of research is part of a fast-growing stock of experience in and about Africa that reflects not only a positive development in itself but also one that contributes new insights which help to advance knowledge in general.…”

Section: Africa: Does Opportunity Beckon?mentioning

confidence: 99%

Place Images and Nation Branding in the African Context: Challenges, Opportunities, and Questions for Policy and Research

Papadopoulos

Hamzaoui-Essoussi

2015

Africa Journal of Management

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This paper examines nation branding in Africa, based on a comprehensive and integrative review of past research. This considers, among others, current place images on the continent in the context of traditional views, which see it as a poor and underdeveloped region, versus the newer perspective of an evolving "African Renaissance"; efforts at systematic place marketing in sectors including tourism, foreign investment, natural resource and manufactured exports, and higher education; the absence of intra-African research on place image effects; reverse ethnocentrism, or the generally positive view of African consumers about products originating from more developed countries outside the continent; and the "continent effect", which may affect individual countries' efforts to establish their own identities. Information and insights from this review are synthesized to highlight implications and potential directions for future research and policy, on both specific thematic areas as well as overarching research topics that affect all aspects of African images and nation branding.

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Culture and International Marketing: A Sub-Saharan African Context

Cited by 25 publications

References 45 publications

Understanding customer-perceived quality in informal stores

Understanding customer-perceived quality in informal stores

Africa rising in an emerging world: an international marketing perspective

Place Images and Nation Branding in the African Context: Challenges, Opportunities, and Questions for Policy and Research

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