Guo, X, Heinberg, M orcid.org/0000-0003-2850-1862 and Zou, S (2019) Enhancing Consumer Attitude Toward Culturally Mixed Symbolic Products from Foreign Global Brands in an Emerging-Market Setting: The Role of Cultural Respect. Journal of International Marketing, 27 (3). pp. 79-97. ISSN 1069-031X
Abstract
The extant literature has not examined the conditions that govern integrative and exclusionary reactions to cultural hybrid products with sufficient detail. Within an emerging-market setting, this study explores how culturally mixed symbolic products (CMSPs) from foreign global brands can avoid antagonistic consumer attitudes. Building on social categorization theory, the authors argue that foreign global brands are viewed as belonging to an out-group and may thus encounter difficulties in tapping local cultural capital, resulting in a negative relationship between brand globalness and consumer attitude toward CMSPs. However, they contend that product category moderates this relationship such that there is a stronger negative effect for nonfood products than for food products. Moreover, the authors theorize that (1) cultural respect by foreign global companies directly enhances consumer attitudes toward CMSPs and (2) cultural respect attenuates the negative brand globalness–CMSP attitude link. These hypotheses are tested using a representative consumer sample from eight provinces/municipalities in China (n = 646). Results provide important implications for global companies on how to benefit from local cultural resources in their localization processes.
Metadata
Item Type: | Article |
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Authors/Creators: |
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Copyright, Publisher and Additional Information: | © 2019, American Marketing Association. This is an author produced version of a paper published in Journal of International Marketing. Reprinted by permission of SAGE Publications. |
Keywords: | cultural respect, culturally mixed symbolic products, emerging markets, global brands, perceived brand globalness, product local iconness, social categorization theory |
Dates: |
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Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 26 Mar 2019 15:47 |
Last Modified: | 15 Aug 2019 14:08 |
Status: | Published |
Publisher: | SAGE Publications |
Identification Number: | 10.1177/1069031X19843912 |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:144065 |