Journal of International Marketing

Abdi, Majid; Aulakh, Preet S.; Ma, Zicheng

2024 Journal of International Marketing

doi: 10.1177/1069031x231216409

Firms are often encouraged to collaborate to draw on local partners’ expertise and insider status during internationalization. Appropriateness of alliances during international expansion depends on the type of exploratory search a firm pursues. During internationalization, firms engage with novelty in two distinct, yet often conflated, domains: institutional and product. Firms’ novelty-seeking in these two domains engages homegrown knowledge structures in contrasting capacities, which alters the conduciveness of local partnerships as a mechanism of internationalization. While reliance on local partnerships enhances the performance outcomes of institutional exploration, performance-enhancing product exploration requires internalized governance arrangements. Based on the export operations of firms from three emerging economies, the empirical results support the theorized relationships.

Tafani, Eric; Vigneron, Franck; Azoulay, Audrey; Crener, Sandrine; Zahid, Abdul

2024 Journal of International Marketing

doi: 10.1177/1069031x241235629

Culture and gender differences in values associated with luxury consumption are investigated. Two Western individualistic-oriented countries with mature luxury markets (France and the United States) and two Eastern collectivistic-oriented countries with developing luxury markets (the United Arab Emirates and China) are compared using a previously developed model of luxury values. Main results indicate that refinement, heritage, and, to a lesser extent, exclusivity receive greater emphasis in Western rather than Eastern countries. Chinese and U.S. consumers place particular emphasis on elitism. Additionally, gender shapes the importance placed on luxury values: men emphasize elitism (and exclusivity in Western countries only), whereas women emphasize refinement. Furthermore, adherence to own-gender beliefs (i.e., traits attributed to one's gender) fully mediates gender influence within all four countries. Theoretical implications are discussed based on major frameworks of national culture and the social structural theory. Managerial implications in terms of cultural and gendered adaptation of marketing strategies are considered.

Diamantopoulos, Adamantios; Matarazzo, Michela; Mrad, Mona; Maack, Mariel

2024 Journal of International Marketing

doi: 10.1177/1069031x241264992

Focusing on the implications of xenocentric behavior for consumer well-being, the authors investigate the link between consumer xenocentrism (C-XEN) and consumers’ self-esteem, using conspicuous consumption orientation and brand addiction as mediating variables. To this end, drawing on system justification, self-concept, and reference group theories, they develop a competitive mediation model and test it on samples of Italian (N = 456) and Peruvian (N = 203) consumers. The results reveal that while the direct effect of C-XEN on self-esteem is negative, C-XEN is also positively related to self-esteem through indirect effects, with conspicuous consumption orientation and brand addiction mediating this relationship. These findings add to our theoretical understanding of the C-XEN construct and its impact on consumer well-being, and have important practical implications for both foreign and domestic producers.

Chang, Hsing-Hua Stella; Knight, Gary; Fong, Cher-Min

2024 Journal of International Marketing

doi: 10.1177/1069031x231221804

When expanding abroad, small- and medium-sized enterprises (SMEs) experience various constraints, especially the liabilities of small size and foreignness. In this study, the authors examine postures, capabilities, and strategies related to international brand marketing that help SMEs overcome such challenges, establish a brand presence, and attain superior performance in foreign markets. Framing the investigation in the internationalization and capabilities perspectives, the authors employ multimethod approaches in a two-phase study among internationalizing SMEs based in Taiwan. In the first phase, they undertake an extensive literature review and then conduct case studies to formulate a conceptual model. In the second phase, the authors validate the model and associated hypotheses using survey data from a large sample of SMEs that target their products to markets worldwide. Results point to critical roles for these key constructs—international entrepreneurial orientation, international social media capability, and international market knowledge capability—as key antecedents to international branding capability and international brand strategy, in SMEs’ international performance. The authors discuss the theoretical and managerial implications of these findings, highlighting the role of the critical constructs identified previously in driving superior international performance in resource-constrained SMEs.

Aksoy, Mine; Yilmaz, Mustafa K.; Golgeci, Ismail; Tatoglu, Ekrem; Canci, Metin; Hızarcı, Atike Elanur

2024 Journal of International Marketing

doi: 10.1177/1069031x231214233

Growing global environmental and social issues have imposed increased pressure on firms to address sustainability challenges in international markets, with a particular focus on improving their export performance. This is of significant importance for emerging market firms aiming to expand their presence in international markets, as they are compelled to bolster their environmental and social sustainability capacity to enhance their export intensity. This study delves into the relationship between corporate sustainability and export intensity through a longitudinal examination of 141 firms listed on Borsa Istanbul from 2014 to 2021. The results suggest that corporate sustainability positively influences export intensity, and this influence is further positively moderated by research and development (R&D) intensity. Additionally, post hoc analysis employing supplementary data pertaining to the environmental, social, and governance dimensions of corporate sustainability reveals that environmental performance plays a positive role in shaping export intensity, with R&D intensity positively moderating this relationship. In summary, the findings underscore that exporting firms that effectively integrate impactful R&D intensity into their international business operations are likely to harness their sustainability strategies, particularly those related to the natural environment, to achieve higher export intensity.

Balabanis, George; Stathopoulou, Anastasia; Balabanis, John

2024 Journal of International Marketing

doi: 10.1177/1069031x241262728

This study examines the roles played by cultural factors in shaping consumer privacy concerns within loyalty programs, analyzing responses from 1,259 consumers across four culturally diverse countries. It uncovers how variations in cultural dimensions, specifically uncertainty avoidance and individualism/collectivism, influence privacy concerns, trust, and loyalty toward retailers. The research reveals that individual-level uncertainty avoidance and collective cultural norms notably amplify privacy concerns, shedding light on the nuanced relationship between cultural values and consumer perceptions in the context of loyalty programs. This exploration contributes to a deeper understanding of cultural diversity's theoretical and practical implications on privacy concerns, offering insights vital for retailers looking to navigate the complexities of consumer trust and loyalty in a global marketplace. The findings underscore the necessity for culturally informed strategies to effectively manage privacy concerns.