Search results

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 through a series of connected studies.

Drawing on cue utilization theory, the authors emphasize the urge to investigate the COO effect in multiple cue settings in order to reveal a more realistic picture of its actual effect size. In contrast to most prior research, which often does not analyze COO using methodological plurality and neglects important contextual factors, the authors employed a four-staged research design in an attempt to trigger and measure the COO’s implicit effect size in today’s pervasive context of online shopping. The importance of brands (inhering the COO) is decompositionally calculated relative to other extrinsic cues by applying a Hierarchical Bayes estimation, with the COO impact being extracted subsequently.

The results deepen concerns that the COO effect actually does not exist, particularly in the more contemporary context of online shopping. Specifically, preferences for previously favored German products faded when controlling for brand attitude for both high-involvement (p = 0.003) and low-involvement products (p = 0.024).

The study focused on consumers of Generation Y, as they represent one of the most important segments in online shopping. Findings might be replicated for other consumer generations. The study focused on Chinese consumers, as the Chinese e-commerce market represents the world’s largest one. Future studies might investigate other markets.

As brands, rather than a COO effect, impacted consumer preferences, companies selling their products to Chinese consumers online need to establish a reputation for quality early on. Chinese companies should emphasize their COO to make use of the ethnocentrism detected. Companies profit from the Best-Worst Scaling investigation revealing which product categories Chinese consumers most preferably buy online from German companies.

To the best of the authors’ knowledge, this study is the first to capture the importance of COO in the contemporary context of ubiquitous online shopping. Moreover, a more realistic and less biased way of measuring the importance of COO is enabled by building upon three pre-connected studies. The findings allow to develop a generalization for both high- and low-involvement products.

Augmented reality (AR) has emerged as a new interactive technology, swiftly transforming the field of marketing. Driven by its rapid uptake in marketing practices, academic research on AR has proliferated. This study aims to offer a holistic view of the past, present and future of augmented reality marketing (ARM) scholarship by analyzing its current and evolving research profile as well as its social and conceptual structures to inspire further research.

This study enriches the ARM scholarship by integrating a quantitative bibliometric analysis with a chronological-thematic review and a qualitative content analysis to develop a more comprehensive understanding of this novel area and suggest future research courses.

The bibliometric analysis reveals the key performance indicators as well as the social and conceptual structure of the ARM research field. The chronological-thematic review exhibits the advancement of ARM research over time and forecasts the emerging trends for the domain. Finally, the content analysis of recent articles reveals the current research hotspots and provides future research directions.

The database limits the selection of literature, as the information in databases such as Scopus is updated regularly, resulting in alterations in the number of articles and citations.

AR developers and brand managers may use this study’s findings to understand the current ARM landscape better and make strategic decisions based on AR adoption and consumption patterns.

This study is singular in using a mixed methods approach by integrating the findings from bibliometric and content analyses for more reliable results and to offer a holistic perspective of the ARM sector, thereby significantly advancing the field of technology-led marketing.

The authors empirically examine purchasing strategy typologies based on strategic intent (i.e. competitive priorities) and practices used to achieve these priorities. The authors further investigate the implementation conditions of such strategies based on perceived uncertainty and strategic purchasing.

The authors utilize case study data from 11 international service and manufacturing firms with global supply chains. Each company was profiled based on the level of perceived environmental uncertainty, the characteristics of strategic purchasing, the use of relevant purchasing practices and its ability to create value through purchasing.

The study findings show that four purchasing strategy types exist: Purchasing Rationalization, Supply Base Optimization, Purchasing as a Service and World-Class Supply Base Management. Lower levels of perceived environmental uncertainty favor the adoption of rationalization strategies (i.e. Purchasing Rationalization and Supply Base Optimization), while increased uncertainty leads companies to switch to relationship-focused strategies (i.e. Purchasing as a Service and World-Class Supply Base Management). Further, that specific components of strategic purchasing (i.e. strategic planning, maturity, status and report level) enable the successful implementation of different strategy types.

This research contributes to the existing literature by outlining the different types of purchasing strategies and the external and internal factors that need to be considered to achieve strategic alignment and value creation in purchasing, and by classifying purchasing strategy types at the functional level based on empirical evidence.

In this chapter, I analyze the notion of corporate responsibility from the person-centric perspective. I offer a four-dimensional exposition in terms of which I examine the corporate moral personhood view. These four dimensions are explained and critiqued to arrive at a definition of moral responsibility and status appropriate to corporations. I suggest that a corporation cannot be construed as a person in the sense in which individuals are persons. Since a corporation cannot be an independently existing entity, it cannot have an independent moral personality of its own as individual persons have. Therefore, I argue that a reasonable construal of corporate moral personhood has to exploit a different point of view altogether. With this difference of standpoint, I develop what is called the institutional personhood view. I argue that corporations do acquire a sort of collective institutional moral personality.

Modern businesses strategically focus on improving the online purchase experience (OPE) of customers to acquire a long-term competitive edge. However, the intellectual knowledge structure of OPE research remains uncharted, necessitating further investigation. This study aims to provide a concise synthesis of the evolution, trends and advancements of consumers’ OPE research using bibliometrics.

Firstly, the authors inventorised the relevant OPE literature, and then the bibliometric trends and the domain’s performance (top articles, outlets and authors) were analysed and illustrated through tables and narratives. Secondly, science mapping tools (such as co-occurrence) and visualisation strategy were deployed to pinpoint relevant OPE research themes and highlight the domain’s intellectual structure.

The most significant findings concern the most prolific authors, outlets, most cited articles and five thematic clusters forming the ground for potential future research paths. Also, these thematic clusters depicted the intellectual knowledge structure that emerged from the OPE research domain.

This review may be helpful for future academic researchers to identify future research paths in the domain and practitioners to help make policy decisions while formulating and articulating their marketing strategy.

Deploying the VOSviewer and Bibliometrix-R software together, this review is most likely the first attempt to the best of the authors’ knowledge to provide a thorough bibliometric synthesis of the OPE research domain.

This chapter examines the patterns of immigrants’ integration in a state of the Midwest of the United States, Indiana, which has experienced a growth of more than 250% of the foreign-born population in the last 20 years. The study, based on in-depth interviews and document analysis, examines the ways that immigrants blend into mainstream society in everyday life and in social interactions, as well as the obstacles they encounter in this process. The study reveals the cultural changes in the host culture as a result of the large number of immigrants who have established their residence in this state, the dichotomies that emerge between “natives” and “newcomers.” It also shows that immigrants stay connected to their country of origin through electronic media (in particular television and computers) and how this technology affects the process of integration. Finally, the study demonstrates that there is a process of segmented assimilation and variations in the immigrants’ sense of identity according to their socioeconomic status and ethnic background.