Purpose Consumer scepticism about the credibility of green advertising around world is growing. The article aims to provide a comprehensive assessment and trend analysis practices international firms over 20‐year period. Design/methodology/approach study identifies 473 advertisements during 1988‐2007 period content‐analyses them on five major axes: advertiser profile, targeting features, message aspects, copy characteristics, situation points. Findings content reveals significant trends in...

This study investigates the issue of balancing benefits gained through standardized strategies with those achievable when adapting to local conditions. Building on previous work that has explored role contingency theory and concept strategic fit in international marketing strategy, authors posit there is no one-size-fits-all solution export product strategy adaptation decision. Using a sample Swedish exporters, they find support for hypothesis an array forces from macro-, micro-, internal...

This study examines how international experience shapes managerial judgment in the formation of effective export promotion strategies. Drawing from contingency theory and organizational learning perspective, authors develop test a model effects different forms experience—duration, scope, intensity—on performance outcomes adaptation. Using data 336 ventures, find that adaptation relates positively to when duration is short intensity low, but there nonsignificant moderating effect for scope....

The research examines to what extent emotional place attachment is impacted by people's feelings towards international companies associated with the place, and mechanism conditions drive such effects. draws on feelings-as-information perspective empirically tests relationships in three multi-method studies. results demonstrate that brand loyalty plays a key role affective image attachment. study theorizes shows importance of affect, authenticity, cultural distance relationships. Critically,...

The business landscape has significantly changed in the last few years due to unforeseen incidents such as recent pandemic and war Europe. While have interrupted or even impaired economies businesses, they also accelerated digitalization. Parallel this, many countries started moving towards sustainability realized importance of circularity on a large scale. Thus, international industrial firms must deal with new regulations. Despite growth research digitalization circular economy, our...

This study examines how behavioral elements of international entrepreneurial orientation (i.e. product innovativeness, risk-taking, proactiveness, competitive aggressiveness, and autonomy) increase variability in scope regional market expansion, the marketing channel management conditions under which this occurs. Results from an empirical a developing show that not all (IEO) expansion. The specifically finds expansion is fostered when high levels innovation intensity, autonomous behaviors...

This research examines the role that brand community plays in relationship between identification and loyalty. A theoretical framework was developed tested using an online survey of a UK professional basketball team. Study results reveal consumers' has significant direct on both public private It also shows fully mediates consumer behavior towards brand, which is enacted publicly privately. The study adds to academic understanding identification, theory, importance differentiation loyalty,...

This study proposes and tests a framework relating to the effect of entrepreneurial bricolage on international opportunity recognition (IOR) influence latter export intensity. Survey data from 193 export-oriented firms operating in Ghana indicates that has an inverted U-shaped relationship with IOR – positive A further analysis reveals explorative learning enhances between IOR, while exploitative improves IOR–export intensity relationship. Our findings present important implications for...

Purpose – This article aims to explore the impact of supply chain integration on financial performance Swedish manufacturing firms. Design/methodology/approach The literature review provided foundation for development survey instrument and hypotheses study. In addition, was tested by experts in field modified before it sent managers group. Findings findings show that at any level is beneficial well being firm. Companies with total reported highest performance. Research...

The understanding of experiential learning through export process (XLP), and its outcomes, is limited in the international marketing literature. Using multisource, time-lagged data exporting firms United Kingdom China, this study finds that XLP positively associated with strategy adaptation for both U.K. Chinese exporters. Results suggest contrasting moderating effects knowledge resources (i.e., psychic dispersion, multinationality, duration) on relationship between sales growth two samples....

This research investigates the effect of social media talking and listening tactics on customer performance through firms' networking capabilities promotion adaptation strategies among entrepreneurial, emerging market, small medium-sized enterprises (ESMEs). From a survey 169 ESME managers, study tests whether firms should use to listen adapt foreign market or disseminate network in market. The study's ultimate aim is guide managers how best leverage their international export campaigns....

ABSTRACT The paper extends Aaker's previous empirical work on brand personality by exploring whether Swedish Universities communicate distinctive personalities in cyberspace. Employing a multistage methodology, data are drawn from the English Web sites of 17 universities and analyzed using combination computerized content correspondence analyses. Results indicate that some appear to have clear personalities, others take new face with regard obvious one would initially associated them with,...

ABSTRACT Social media Web sites such as Facebook, Twitter, and Instagram provide various means for users to interact with others, by creating, sharing, commenting on content about anything, including brands products. Such online brand‐related activities may significantly influence a firm's operations. To effectively manage these influences, marketers should understand consumer's motivations engage in social use. This paper is one of the very few efforts come an understanding. In this...