Emerald

The purpose of this study is to investigate Chilean consumers’ online purchase behaviour with a specific focus on the influence of perceived risk and trust. Studies of this nature have been conducted quite extensively in developed countries and in cross‐cultural comparative studies most noticeably comparing the USA with Asian countries. However, examining consumers’ perceived risk and trust with online purchasing in a Latin American context is very limited. While not a cross‐cultural study, this gap is addressed in the literature with an empirical study conducted in Chile. Moreover, it aims to address calls to investigate consumers’ post adoption acceptance of a technology to gain insights into which factors are most influential in explaining continuance behaviour.

The paper tests a model of the influence perceptions of risk and trust on consumers’ attitudes and intentions to continue purchasing on the internet. An online survey method is used. The sample consists of 176 Chilean consumers who purchase online. The data were analysed using structural equation modelling (SEM).

The analysis reveals that perceived risk online had an inverse relationship with consumers’ attitude and that attitude has a positive influence on intentions to continue purchasing. Of the trust factors examined, trust in third party assurances and a cultural environment of trust have the strongest positive influence on intentions to continue purchasing online, whereas trust in online vendors and a propensity to trust were both insignificant.

In a Latin American context, for marketers in domestic and global companies these results identify which trust beliefs have the most effect on consumer continuance behaviour towards purchasing online. Additionally, this research shows that consumers in a Latin American country, recognized as a collectivist, high risk avoidance culture, are willing to continue making purchases online despite the risks involved.

The study and its results is one of few available that investigates consumers’ perceptions of risk and trust for online purchasing in a Latin American country. The value of the findings provides an insight into the specific trust factors that influence post adoption behaviour; that is Chilean consumers’ continued purchasing online. The findings add value not only to the literature on the Latin American population's e‐commerce behaviour, but also have managerial implications for domestic and global companies considering offering online retailing for consumers in this region where internet penetration rates are very high, but local e‐commerce availability is low.

The purpose of this paper is to focus on two questions that are especially pertinent to international marketers. Is a strong ethnic identity (EID) generally incompatible with a globally‐oriented disposition (cosmopolitanism: COS), and to what extent is the EID‐COS relationship stable across cultures and countries? What roles do EID and COS play on consumer behavior alongside key demographic variables, and how do these relationships vary across countries and across consumption contexts?

Using a sample of consumers drawn from eight countries, this study identifies and compares bases for international market segmentation. The antecedent roles of EID, COS, and the four demographics variables on the behaviors associated with nine product categories are examined.

The findings imply that consumers are complementing an identity rooted in their traditional culture with one that is globally‐oriented. The roles played by demographic and psychographic variables varied considerably, not only across product categories, but moreover, across country samples.

The study focuses more on consumer goods and less on intangible services. The sample and sampling approach place some limits on generalizability.

The results provide insights for international managers into when (i.e. product categories) and where (i.e. locations) marketing strategies could be standardized across national frontiers, and when and where these strategies should be customized or “glocalized.”

The paper makes a significant contribution to the international market segmentation literature, demonstrating the variable impact of demographics and identity across consumer behaviors. The findings bolster the notion that many cultures have the innate facility to glocalize, that is, to absorb foreign or global ideas with the best practices and bond these with native customs. The results further imply that globalization takes on many forms throughout the world.

– The purpose of this paper is to propose a conceptual framework – the 4V model – for better understanding how global brands create firm value. Organized around the global brand value chain, the 4V model includes four sets of value-creating activities: first, valued brands; second, value sources; third, value delivery; and fourth, valued outcomes.

– The approach is conceptual with illustrative examples.

– The sources of global brand value and the processes through which global brands contribute to firm value differ systematically across types of global brands. This paper highlights interrelations and how different activities built upon and reinforce each other.

– The 4V model ties together broad strands of research conducted to date and offers insights into ways the paper might better understand and study global brands. It should inspire empirical research on the associations between the 4Vs.

– International marketing managers should be able to develop and evaluate global brand strategies more effectively using the 4V model described in this paper. Linking their strategies to valued outcomes puts marketers more firmly at the level in the organization they deserve, namely, the C-Suite.

– The framework offered in this paper is unique in that it blends insights obtained from multiple sources, namely, academic research, articles that appeared in the business press, case studies, and interactions with managers and policy makers around the world.

– The purpose of this paper is to examine the influence of brand gender on brand equity across countries and cultures in various product domains.

– Consumers from ten countries on four continents rated 20 global brands, leading to a total of 16,934 cross-clustered observations. Linear mixed effect models examined a series of nested models, testing three novel brand gender effects with respect to the impact of androgynous brands on brand equity and the moderating role of consumers’ biological sex as well as individualistic and collectivistic cultures. Additional robustness tests provide support on form, metric, and scalar invariance of the measurements and the robustness of the observed effects across countries and cultures.

– The current research reveals that androgynous brands generate higher brand equity relative to exclusively masculine, exclusively feminine, and undifferentiated brands. The authors also show a brand gender congruence effect such that male consumers value masculine brands higher than females while female consumers value more feminine brands higher than males. Finally, highly masculine brands generate higher brand equity in more individualistic countries whereas highly feminine brands generate higher brand equity in more collectivistic countries.

– This is the first research examining and demonstrating the positive influence of androgynous brand gender perceptions on brand equity. To the best of the authors’ knowledge, this is also the first paper examining brand gender effects across countries and cultures.

– Using arguments from the upper echelons perspective this paper aims to examine the impact of CEO characteristics on small and medium-sized enterprises’ (SMEs’) equity foreign market entry mode choice and how these associations are jointly moderated by geographic experience of the firm and host-country political risk.

– The empirical analysis draws on data gathered from German SMEs testing triple-interaction effects between CEO’s age, firm tenure and international experience, geographic experience of the firm (organizational level), and host-country political risk (environmental level).

– Empirical findings validate that the influence of CEO’s age and firm tenure on SME foreign market entry mode choice varies by managers’ level of managerial discretion (i.e. latitude of action) as determined by the SME’s geographic experience and the level of political risks prevailing in the foreign market.

– Empirical findings help SME owners and managers to understand how CEO’s age and firm tenure are related with individual’s risk-taking behavior and information-processing demands and how these contingencies vary by the context in which the individual CEO is nested.

– This study contributes to the growing body of literature focussing on SME foreign market entry mode choice by emphasizing the important role of CEOs in the decision to internationalize. More specific, this study contributes by an examination of the interactive effect of CEO’s age, firm tenure and international experience, geographic experience of the firm and host-country political risk and, therefore, emphasizes the context and boundary conditions under which the association between CEO characteristics and foreign market entry mode choice is more or less pronounced.

The aim of this paper is to conceptualize the notion of international marketing agility.

The approach adopted is to review and create a synopsis of the existing body of research on strategic agility and develop a conceptualization on how international marketing agility (IMA) should be analyzed.

International marketing agility is an emerging concept driven largely by rapid changes in global markets. There is a growing need for exporting SMEs and multinational enterprises to consider IMA as a means of building competitive advantage in foreign markets.

While the conceptual development presented in this paper is not exhaustive, our model highlights important research avenues in IMA that need exploring.

This article examines an emerging concept in international marketing that serves as a platform to cope with the changes taking place in this fast-changing global environment. A framework is proposed where we conceptualize IMA as a process triggered by agile logic (a nonconformist and open mental stance) and facilitated by agile learning (being able to search and interpret data), to cause agile actions (being able to commit, co-ordinate and respond quickly with flexibility to ever-changing conditions).

Drawing on the stereotype content model (SCM), the authors investigate the stereotype content transfer (in terms of warmth and competence) from country to brand and the simultaneous impact of these two stereotypes on consumer responses toward brands.

The authors test a structural equation model conceptualizing brand stereotypes as full mediators between country stereotypes and consumer outcomes. In addition, in a moderated mediation analysis, the authors investigate the role of brand typicality and utilitarianism/hedonism in potentially moderating the country to brand stereotype content transfer.

Country warmth and competence, respectively, impact brand warmth and competence, thus confirming the hypothesized stereotype content transfer. This transfer is found to be robust and not contingent on brands' perceived typicality of their country of origin. However, brands' utilitarian nature amplifies the positive impact of country competence on brand competence. Finally, brand stereotypes fully mediate the impact of country stereotypes on consumers' brand attitudes and behavioral intentions.

The authors provide the first empirical attempt that (1) explicitly differentiates between consumers' stereotypical perceptions of countries and stereotypical perceptions of brands from these countries, (2) empirically examines the transfer of stereotypical dimensions of different targets (i.e. country to brand), (3) explores boundary conditions for such transfer and (4) simultaneously considers the impact of both kinds of stereotypes on managerially relevant consumer outcomes.

Current conceptualizations of born‐globals lack a full theoretical explanation of strategic re‐structuring through the use of outward and inward‐oriented activity and the processes of de‐internationalization and re‐internationalization. Strategy and internationalization processes are created by entrepreneurial behaviour. If one wants to understand various international behaviours and strategic changes in firms one needs to focus on entrepreneurs – individual managers. The purpose of this paper is to unify the theoretical framework on born‐globals by addressing two questions. How do managers move through the de‐internationalization (exit) to re‐internationalization (re‐entry) process? How do they choose their patterns of internationalization?

To address these research gaps, this study draws on 26 in‐depth interviews with senior managers across nine Australian born‐globals.

Moving between outward and inward‐oriented activity as they de‐internationalize and re‐internationalize is used as proactive strategic re‐structuring by born‐global managers for survival during periods of global economic decline or changing competitive conditions.

This study provides new theoretical insights where the entrepreneur is central to the internationalization process and provides practical implications for those involved in international business and marketing.