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

Japutra, Arnold; Putra, Pragea; Ang, Tyson

doi:10.1108/imr-03-2022-0070

Cited by 3 publications

(3 citation statements)

References 62 publications

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“…If you believe that the public display of this file breaches copyright please contact openaccess@ed.ac.uk providing details, and we will remove access to the work immediately and investigate your claim. (Wang and He, 2023) and can influence consumers' brand image (Septianto et al, 2023). For luxury brands in particular, digital channel management is critical in global identity management (Donze and Wubs, 2019;Milanesi et al, 2020).…”

Section: Take Down Policymentioning

confidence: 99%

“…highlight brand entry (e.g., channel) as a substantive international marketing decision, affecting international marketing success. Channel choices and digital options can affect brand perceptions for all brands that enter international markets (Septianto et al, 2023). For luxury brands in international markets, digital channel decisions are more complicated.…”

Section: Digital Interactions With Luxury Brands and Ubiquity Percept...mentioning

confidence: 99%

“…Digital channels are important for global brand strategy (Wang and He, 2023) and can influence consumers' brand image (Septianto et al, 2023). For luxury brands in particular, digital channel management is critical in global identity management (Donze and Wubs, 2019;Milanesi et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

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The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets

Cowan,

Kostyk

2023

IMR

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PurposeDo luxury consumers negatively evaluate digital interactions (website and social media) by international luxury brands? The topic has received much debate. The authors argue that luxury brand personality (modern vs. traditional), which encompasses a more stable form of brand identity in global markets, affects evaluations of digital interactions. They further investigate the role of self-brand connection in this process.Design/methodology/approachThree experiments on Prolific use a European sample and manipulate a single factor between subjects (modernity: less vs. more; traditionality: less vs. more) of French luxury brands and measure evaluations as the dependent variable. Two studies assesses self-brand connection (continuous) as a moderator (studies 2a, 2b). Study 2b rules out some alternative explanations, with culture (independent vs. collectivist) as an independent variable. A fourth study, using a North American sample on CloudResearch, assesses the effect of personality manipulation (more modernity vs. more traditionality) on consumer evaluations of an Italian brand, and assesses ubiquity perceptions as a mediator.FindingsConsumers evaluate digital interactions of international luxury brands less favorably when luxury brand personality exhibits more (vs. less) modernity or less (vs. more) traditionality. Perceptions of ubiquity mediate these relationships. When self-brand connection is high, this effect is attenuated.Originality/valueThe research sheds light on the debate on whether luxury brands should create digital interactions in international markets, given that these global brands operate in multiple channels. Findings show that luxury brands can develop strategies based on aspects of their brand identity, a less malleable feature of brand identity within global markets. Additionally, the research contributes to the conversation about a global luxury market. In short, the findings offer evidence in favor of brand identity (personality) influencing the digital channel strategy a brand should undertake in international markets, first, followed by consumer needs.

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Section: Take Down Policymentioning

confidence: 99%

Section: Digital Interactions With Luxury Brands and Ubiquity Percept...mentioning

confidence: 99%

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The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets

Cowan,

Kostyk

2023

IMR

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Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization

Lee,

Yalcinkaya,

Griffith

2024

IMR

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PurposeCross-border e-commerce continues to garner much attention within the international marketing literature as the world becomes hyperconnected through digital channels. Although there is an abundance of international marketing research on cross-border e-commerce, there is a lack of information regarding the influences of meta-institutional factors, such as a country’s level of globalization, on the relationship between digital advertising and cross-border e-commerce buyers. The objective of this research is to examine the effects of digital media ad spend at the country level on cross-border e-commerce buyers across countries under differing degrees of formal (i.e. political) and informal (i.e. cultural) institutional globalization.Design/methodology/approachThis work examines the influence of digital ad spend at the country level and the degree of the country’s formal and informal institutional globalization on the share of cross-border e-commerce buyers. We examine this issue within a 21-country, 8-year, unbalanced panel dataset.FindingsWe find that there is substantive heterogeneity in degrees of formal (i.e. political) and informal (i.e. cultural) institutional globalization and cross-border e-commerce across countries. Digital ad spend at the country level is positively associated with cross-border e-commerce buyers within a country. A country’s level of political globalization enhances, but cultural globalization was found to dampen the positive association. The results indicate that political and cultural globalization of a country both contribute to increased interconnectedness with the global market, yet the nature of the interconnection differs.Originality/valueThe findings are informative to international marketing managers navigating the digital landscape and highlight the importance of institutions in international marketing activities. The study specifically demonstrates the varying effects of the meta-institutional factors of a country’s level of political and cultural globalization on the association between digital ad spend and cross-border e-commerce buyers at the country level, across a wide variety of countries, thus also contributing to the effort to improve generalizations from multi-country comparisons in international marketing research.

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Research on Brand Marketing Data Mining Model Based on Feature Extraction Algorithm

Xu,

2024

2024 International Conference on Telecommunications and Power Electronics (TELEPE)

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

Cited by 3 publications

References 62 publications

The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets

The influence of luxury brand personality on digital interaction evaluations: a focus on European and North American markets

Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization

Research on Brand Marketing Data Mining Model Based on Feature Extraction Algorithm

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