International Marketing Review: Volume 32 Issue 6

Which cues cause consumers to perceive brands as more global? A conjoint analysis

Sarah De Meulenaer, Nathalie Dens, Patrick De Pelsmacker

The purpose of this paper is to investigate how the globalization (vs localization) of different cues (advertising copy, brand name, spokesperson, brand logo) influences…

Export relational governance and control mechanisms: Substitutable and complementary effects

Dorothy Liu Yang, Min Ju, Gerald Yong Gao

The purpose of this paper is to examine the direct and interaction effects of relational governance and two control mechanisms, output control and process control in the context…

Cross-cultural research in international marketing: clearing up some of the confusion

Marieke de Mooij

– The purpose of this paper is to shed light on the discussion of cross-cultural research, in particular the use of dimensions of national culture, for international marketing.

An examination of the interplay between corporate social responsibility, the brand’s home country, and consumer global identification

Peter Magnusson, Stanford A. Westjohn, Srdan Zdravkovic

The purpose of this paper is to examine two contextual factors with respect to the influence of corporate social responsibility (CSR) messages on consumer attitudes and purchase…

Testing the revisited Uppsala model: does insidership improve international performance?

Paloma Almodóvar, Alan M Rugman

The purpose of this paper is to analyse insidership vs outsidership, enriching the revisited Uppsala model with the resource-based view, transaction cost economics and…

The brand origin meaning transfer model (BOMT): an integrative theoretical model

Simona D'Antone, Dwight Merunka

The purpose of this paper is to explore how brand origin (BO) cues affect the consumer’s association of a new brand with BO learning and the subsequent effects on brand image (BO…

Antecedents to export information generation: a cross-national study

Anne L. Souchon, Belinda Dewsnap, Geoffrey R. Durden, Catherine N. Axinn, Hartmut H. Holzmüller

The purpose of this paper is to examine the factors that enhance export decision-makers’ generation of export information, using a non-linear approach and a multi-country context…

Enhancing market exchanges at the base of the pyramid: The roles of national culture, nontraditional capitals, and transformative technologies

Cheryl Nakata, Erin Antalis

The base of the pyramid (BOP) is characterized by deep and wide poverty, which dampens market exchanges, or making/selling and buying/consuming activities. The purpose of this…

International brands in emerging markets: the myths of segmentation

Arry Tanusondjaja, Luke Greenacre, Melissa Banelis, Oanh Truong, Taylah Andrews

International brands are expanding their business into emerging markets seeking new consumers for their products. Multiple research studies suggest that there are two key…