Guest editorial

Jean, Ruey‐Jer “Bryan”; Kim, Dae-Kwan

doi:10.1108/imr-05-2020-380

Cited by 1 publication

(1 citation statement)

References 34 publications

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“…First of all, there is emerging interest in the role of Internet and digital marketing in the international marketing domain (e.g. see a special issue of International Marketing Review on this topic; Jean and Kim, 2020). In this regard, the various internal and external factors that influence international marketing strategies in the digital era have been investigated and also how to develop effective strategies in this area (Katsikeas et al ., 2020; Samiee, 2020).…”

Section: Discussionmentioning

confidence: 99%

The role of online channel in influencing perceived firm size and brand authenticity in international marketing

Japutra

Putra

Ang

2022

IMR

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PurposeThis research investigates the role of marketing channel selection in influencing brand authenticity and purchase likelihood in the international marketing domain. Further, perceived firm size is identified as a mediator in this regard. The moderating role of consumer skepticism is also considered.Design/methodology/approachThree experimental studies were carried out across three different markets (India, the US and the UK) in the context of South Korean brands.FindingsThe findings demonstrate that firms utilizing (only) online channels are perceived to be smaller than those that utilize hybrid channels (i.e. both online and physical stores) or offline channels (i.e. physical stores). When consumers perceive firms to be smaller, they also report higher levels of brand authenticity, which in turn increases their purchase likelihood. Further, this effect is weaker among consumers with high levels of skepticism.Originality/valueThe findings of the present research contribute to the international marketing literature by demonstrating how consumers perceive online marketing channels, the role of marketing channel selection in driving brand authenticity, as well as providing managerial implications on how to promote products in the international market.

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Section: Discussionmentioning

confidence: 99%