International Marketing Review: Volume 39 Issue 4

Performance implication of exploration and exploitation in foreign markets: the role of marketing capability and operation flexibility

Min Ju, Gerald Yong Gao

The purpose of this paper is to examine the performance impact of foreign ventures' exploration and exploitation strategies in emerging markets. Exploration and exploitation…

A consumer cultural paradox: exploring the tensions between traditional and international education

Ivana Beveridge, Olivier Furrer, Betsy D. Gelb

In a globalized world, consumers embrace mutually conflicting cultural values rather than making exclusive, either/or choices. As a result, they experience multiple tensions, a…

A bibliometric analysis of the structure and trends of customer engagement in the context of international marketing

Mukta Srivastava, Sreeram Sivaramakrishnan

Research in customer engagement (CE) has gained momentum in the last decade, thanks to its growing popularity among scholars and practitioners. The Marketing Science Institute…

How scarcity influences home country consumers' attitudes toward the firm engaging in cross-border philanthropy? The role of perceived distributive justice

Zelin Tong, Fang Ma, Haowen Xiao, Perry Haan, Wenting Feng

The purpose of this research is to explore how experienced scarcity affects home country consumers' attitudes toward the firm engaging in cross-border philanthropy by analyzing…

Personality effects on WoM and eWoM susceptibilty – a cross-country perspective

Tatjana M. König, Theresa B. Clarke, Maria Hellenthal, Irvine Clarke III

This study utilizes social communication theory as the framework to examine the influence of personality on young word-of-mouth (WoM) and electronic word-of-mouth (eWoM) audiences…

A longitudinal analysis of country image and brand origin effects

Peter Magnusson, Srdan Zdravkovic, Stanford A. Westjohn

The objective of this study is to offer a longitudinal examination of country image, consumers’ brand origin recognition accuracy, and how their effects on brand evaluations have…

The interaction effect of country-of-origin positioning and cultural distance on international advertising effectiveness: a construal level perspective

Felix Septianto, Arnold Japutra, Billy Sung, Yuri Seo

This research draws upon construal level theory to investigate how brands can develop effective international marketing strategies using country image versus product image across…

Measuring country of origin effects in online shopping implicitly: a discrete choice analysis approach

Benedikt M. Brand, Daniel Baier

To examine whether the country of origin (COO) effect actually exists in an e-commerce context, the authors intend to contribute to the ongoing debate by measuring the COO effect…

How do marketing activities influence organizational reputation in higher education institutions? An impression management perspective across eight countries

Fernando Angulo-Ruiz, Albena Pergelova, Juraj Chebeň, Eladio Angulo-Altamirano

Based on impression management theory, the authors ask how marketing activities build organizational reputation and examine the mediating mechanisms of desired impressions, and…