International Marketing Research Research Articles

The Impact of Institutional Orientation on Export Performance: Mediating Role of Firm Innovativeness

ABSTRACTIn international marketing research, innovativeness is usually considered as an important element for firms that adopt an export orientation and that wonder about their success in foreign markets. It might help exporters to better ensure their international orientations. This study aims to test the relationship between institutional orientation, innovativeness, and export performance. It also aims to test the mediating effect of innovativeness in the relationship between institutional orientation and export performance. For this reason, a questionnaire was administered to 260 exporting companies. Results show that institutional orientation has an effect on export performance, especially through its dimension “conformity.” They also show that innovativeness can mediate the link between institutional orientation and export performance.

GPS-supported smartphone app-based integrated travel diary and time-use data collection: challenges and lessons learned

AbstractTravel behaviour and time-use data are two vital data sources for travel demand modelling. Travel behaviour is traditionally collected through household travel surveys, enhanced by using GPS-supported smartphone apps for passive location data collection. However, recruiting individuals willing to install these apps with sustained motivation to continue participation has been a critical challenge. This paper shares insights from a travel and time-use data collection procedure in Chicago and Sydney using the Fourstep app. Social media platforms were utilised as a solution to recruit participants in Chicago, where an international market research company failed to accomplish the task. This paper also discusses the challenges we faced and suggests ways to overcome them, offering valuable guidance to researchers in recruiting participants for smartphone application-based data collection. It also offers an analysis of travel, time-use, and travel-based multitasking behaviours based on the data collected from the Chicago and Sydney samples.

Examining the relationship of country-level digital ad spend and cross-border e-commerce buyers under cultural and political globalization

PurposeCross-border e-commerce continues to garner much attention within the international marketing literature as the world becomes hyperconnected through digital channels. Although there is an abundance of international marketing research on cross-border e-commerce, there is a lack of information regarding the influences of meta-institutional factors, such as a country’s level of globalization, on the relationship between digital advertising and cross-border e-commerce buyers. The objective of this research is to examine the effects of digital media ad spend at the country level on cross-border e-commerce buyers across countries under differing degrees of formal (i.e. political) and informal (i.e. cultural) institutional globalization.Design/methodology/approachThis work examines the influence of digital ad spend at the country level and the degree of the country’s formal and informal institutional globalization on the share of cross-border e-commerce buyers. We examine this issue within a 21-country, 8-year, unbalanced panel dataset.FindingsWe find that there is substantive heterogeneity in degrees of formal (i.e. political) and informal (i.e. cultural) institutional globalization and cross-border e-commerce across countries. Digital ad spend at the country level is positively associated with cross-border e-commerce buyers within a country. A country’s level of political globalization enhances, but cultural globalization was found to dampen the positive association. The results indicate that political and cultural globalization of a country both contribute to increased interconnectedness with the global market, yet the nature of the interconnection differs.Originality/valueThe findings are informative to international marketing managers navigating the digital landscape and highlight the importance of institutions in international marketing activities. The study specifically demonstrates the varying effects of the meta-institutional factors of a country’s level of political and cultural globalization on the association between digital ad spend and cross-border e-commerce buyers at the country level, across a wide variety of countries, thus also contributing to the effort to improve generalizations from multi-country comparisons in international marketing research.

Brand commitment as predecessor to the factors of continuance intention

AbstractJapanese consumers have always been placed as one of the most highly loyal consumers in the world who are committed to purchasing certain brands for products in many different industries, such as automobiles, luxury goods, and electronics, to name a few. However in recent years, there is evidence to suggest that brand commitment in Japan is decreasing. In this study, we collected data from consumers in 2018 and again in 2023 using the same instrument to ascertain the change in brand commitment as a predecessor of consumer satisfaction, loyalty, and habit and ultimately their impacts on continuance behavior in using mobile wallet applications. We did not find the relationship between satisfaction and continuance intention to be significant in the 2023 model, unlike earlier. The results of this 5-year study comparison revealed that brand commitment was found to be a predecessor construct to both Japanese consumer satisfaction and habit across the years. It was also found that loyalty mediated the relationship between both habit and consumer satisfaction with continuance intention of mobile wallet applications usage. In summary, we found that brand commitment was significant in its relationship to satisfaction, loyalty and habit both in the 2018 and 2023 studies. This indicates a sustained and strong level of brand commitment in the mobile applications context by Japanese consumers. With this research, the knowledge on the well-known constructs of brand commitment, consumer satisfaction, loyalty, habit, and continuance intention have been extended in the area of mobile wallet applications. The findings provide up-to-date insights that have high relevance and important managerial implications in the international marketing research context beyond Japan.

Pueraria lobata antioxidant extract ameliorates non-alcoholic fatty liver by altering hepatic fat accumulation and oxidative stress

Ethnopharmacological relevancePueraria lobata is essential medicinal and edible homologous plants widely cultivated in Asian countries. Therefore, P. lobata is widely used in the food, health products and pharmaceutical industries and have significant domestic and international market potential and research value. P. lobata has remarkable biological activities in protecting liver, relieving alcoholism, antioxidation, anti-tumor and anti-inflammation in clinic. However, the potential mechanism of ethyl acetate extract of Pueraria lobata after 70% alcohol extraction (APL) ameliorating nonalcoholic fatty liver disease (NAFLD) has not been clarified. Aim of the studyThis study aimed to investigate the ameliorative effect of P. lobata extract on human hepatoma cells and injury in rats, and to evaluate its therapeutic potential for ameliorating NAFLD. MethodsFirstly, the effective part of P. lobata extract was determined as APL by measuring its total substances and antioxidant activity. And then the in vitro and in vivo models of NAFLD were adopted., HepG2 cells were incubated with palmitic acid (PA) and hydrogen peroxide (H2O2). In order to evaluate the effect of APL, Simvastatin and Vitamin C (VC) were used as positive control. Various parameters related to lipogenesis and fatty acid β-oxidation were studied, such as intracellular lipid accumulation, reactive oxygen species (ROS), Western Blot, mitochondrial membrane potential, apoptosis, and the mechanism of APL improving NAFLD. The chemical components of APL were further determined by HPLC and UPLC-MS, and molecular docking was carried out with Keap1/Nrf2/HO-1 pathway related proteins. ResultsAPL significantly reduced lipid accumulation and levels of oxidative stress-related factors in vitro and in vivo. Immunohistochemical、Western Blot and PCR analysis showed that the expressions of Nrf2 and HO-1 were up-regulated in APL treatment. The Nrf2 inhibitor ML385 can block the rescue by APL of cellular oxidative stress and lipid accumulation induced by H2O2 and PA, demonstrating its dependence on Nrf2. UPLC/MS analysis showed that there were 3′-hydroxyl puerarin, puerarin, 3′-methoxy puerarin, daidzein, genistin, ononin, daidzin and genistein. ConclusionThis study further clarified the mechanism of P. lobata extract in improving NAFLD, which provided a scientific basis for developing new drugs to protect liver injury and laid a solid foundation for developing P. lobata Chinese herbal medicine resources.

Segmenting Chinese wine consumers on the basis of wine knowledge and consumption behavior

Purpose This study aims to provide insights into wine consumers in Hong Kong and Mainland China, and the diversity of their behavior, by investigating their motivations, consumption and purchasing behavior and segmenting the sample based on wine knowledge and frequency of consumption to identify three distinct clusters that are then profiled. Design/methodology/approach Data was collected through an online survey of wine consumers of ethnic Chinese origin residing in Mainland China and Hong Kong, using two methods of recruitment (a convenience sample from wine-related databases, a panel survey undertaken by an international market research firm). The final sample comprised 477 respondents, about equally divided among Mainland Chinese and Hong Kong wine consumers. Analysis of the data using the Statistical Package for Social Sciences for Windows (SPSS) 29 included a series of descriptive analyses, followed by a two-step cluster analysis using an Euclidean distance method. Findings Wine knowledge and frequency of wine consumption were relatively higher within the sample as a whole than previous studies, but three distinct consumer segments are evident. There is evidence of a democratization of wine consumption, and a greater focus on wine consumption for enjoyment in relaxed and informal settings. rather than consumption driven by health and status, occurring primarily in commercial or business settings. The dominance of red wine in this market is also declining, and intrinsic cues – specifically, prior experience of the wine – are becoming important in wine purchase decisions. Originality/value This study uses a broad sample of wine consumers to identify trends in wine consumption patterns and motivations, and purchase decision-making behavior, of Mainland Chinese and Hong Kong wine consumers. The identification of three clusters of wine consumers offers both points of comparison with previous segmentation research globally and within China, whilst also identifying scope for further research.

Historical conditions of Ukraine’s tourism and recreation sector formation and its development in the era of sustainable multimodal mobility

The purpose of the proposed article is a show the history of the formation of the sphere of tourism and recreation of Ukraine in the context of world trends. Methodology is base on application of such scientific methods, as literary, historical, chronologic, dichronic (method of division into periods), approach of the systems, івент- and content-analysis, that did possible complex study and selection of the basic historical stages of development of tourism and recreation. Scientific novely. The authors considered the main approaches to the periodization of the formation of tourism and the tourism industry in Ukraine and the main stages of the development of the field of tourism and recreation from the earliest times. It is emphasized that the formation of tourism and recreation in different geographical regions of Ukraine had certain features, and this industry can take place according to the following main models. Conclusions. The processes of the origin and development of tourism and recreation in Ukraine and the world, the emergence of tourist enterprises, the creation of international tourist organizations, and the globalization of tourism are highlighted. The analysis of the points of view of foreign and domestic authors on international tourism market research made it possible to substantiate the historical aspects of the development of the field of tourism and recreation as a factor in the European integration of Ukraine, as well as to determine the current directions of development of the field of tourism and recreation in the context of European integration processes in Ukraine.

Attitudes toward LCCP strategies: A comprehensive framework

Within recent years, the choice of whether to employ local culture consumer positioning (LCCP) strategies has gained considerable interest in both international marketing research and practice, particularly due to the recent rise in nationalism around the world. This current research focuses on the individual-level drivers of consumer attitudes toward LCCP strategies by creating a more comprehensive framework of the antecedents of attitudes toward LCCP strategies. Utilizing an institution-based view, social identity, self-verification, and personality trait theories, we develop a framework that encompasses elemental personality traits (agreeableness and need for material resources), perceptions of national identity, international travel, world-mindedness, and national identification as direct and indirect antecedents of attitudes toward LCCP strategies. Within three studies, we test the hypothesized relationships in the proposed framework across two different markets (the US and India) and discover several interesting findings that contribute to understanding in both international consumer marketing theory and practice.

Canadian public perception of anesthesiologists: results from a national survey.

As Canadian health systems experience greater pressure to deliver timely perioperative care, public opinion is likely to influence health care policy decisions. Since Canadian public perception of anesthesiologists is unknown, the goal of this Canadian-wide survey was to begin to quantify public opinion regarding anesthesiologists in Canada. The Maru/Blue international market research group was contracted to survey the Canadian public on their perceptions of anesthesiologists. The anonymous bilingual polling surveys were presented to consenting Canadians, who earn credits from Maru/Blue that provide financial reward for participation, by means of an online survey tool. Results were weighted by education, age, sex, region, and language to match census data with an estimated margin of error of ± 3.0%, 19 times out of 20. In August 2020, 1,511 randomly selected consenting Canadian adults recruited by the Maru/Blue research group in all ten provinces answered five sequential questions with variably presented answers. A total of 812 (54%) respondents identified as female. Most participants were from Ontario (38%) and Quebec (24%). The majority of participants, 778 (52%), were over 55yr of age, with 496 (33%) having an annual income of between CAD 50,000 and 100,000. Only 41% (624/1,511) of respondents identified the most responsible anesthesia provider as a physician, with the next most frequent response being that the anesthesia provider was unknown (350/1,511; 23%). The median [interquartile range] impression of anesthesiologists was favourable [favourable-somewhat favourable], with 310/1,511 (21%) expressing an unknown impression. Over half of surveyed Canadians did not identify the most responsible anesthesia provider as a physician.

Entrepreneurs’ Social Ties and International Digital Entrepreneurial Marketing in Small and Medium-Sized Enterprise Internationalization

Digitalization has enabled entrepreneurs to adopt digital tools to create opportunities and reach customers in international markets. Yet, the understanding of international digital entrepreneurial marketing in the global marketplace is limited. Drawing on social network theory, the authors investigate how entrepreneurs’ social ties and firms’ international digital entrepreneurial marketing influence small and medium-sized enterprise (SME) internationalization. Based on multiple case study methodology, the results suggest that entrepreneurs’ bonding and bridging ties facilitate different dimensions of international digital entrepreneurial marketing. That further enhances the intensity and geographic scope of SME internationalization. SME internationalization also reinforces entrepreneurs’ accumulation of social ties. This study contributes to international marketing research by developing the dimensions of the international digital entrepreneurial marketing concept and exploring its important role in SME internationalization.

E-commerce localisation to African markets : Canadian multinational enterprise perspectives

The main objective of this study is to examine and analyse the extent to which African cultural values are depicted on local business-to-consumer (B2C) websites in Africa compared with local websites in Canada during and after the COVID-19 era. By exploring the cross-cultural variations between African B2C websites and Canadian B2C websites, we attempt to provide recommendations to global marketers and diverse stakeholders on how best to localise their websites when catering to e-commerce internet users in African and Canadian regional economies. Therefore, this research extends the boundary of e-commerce marketing strategy and international marketing research to encompass the perspectives of Canadian multinational enterprises seeking to market to African regions.

K-Food의 인도네시아 시장경쟁력 강화를 위한 마케팅 전략 수립에 관한 연구

Recently, interest in K-Food has been increasing in Indonesia due to the Hallyu craze. In addition, Indonesia is emerging as an important overseas market for Korean food companies due to the continued growth of the food industry. Therefore, this study derived a marketing strategy to strengthen the market competitiveness of K-Food in Indonesia using the SWOT-AHP analysis method. As a result of deriving strategic priorities based on the importance of all factors, the most important strategy was the WO strategy. This strategy takes into account the lack of K-Food’s unique brand image(W4) and the high interest in Hallyu and K-Food(O1) at the same time. This strategy requires a way to actively utilize K-Food’s market opportunities triggered by high interest in the Hallyu and to provide pride and fun to consumers who want to enjoy the unique taste and cultural value of K-Food. This study is expected to help prepare marketing strategies to strengthen K-Food’s competitiveness in the Indonesian market and improve the performance of Korean food companies. In addition, it is expected to contribute to the spread of international marketing research related to the strengthening of K-Food’s competitiveness in the Indonesian market.

Важливість та інструментарій маркетингових досліджень при виході вітчизняних підприємств на міжнародні ринки

The article presents the concept of marketing research, its methodology and a brief overview of key categories of research. The authors define marketing research as the collection, processing, analysis and synthesis of data to support marketing decisions and the activities of enterprises in the market by reducing uncertainty and risk. Four types of basic marketing research are described, including primary research, secondary research, quantitative research, and qualitative research. Each of the four categories of market research has its advantages and disadvantages. A company that conducts mixed-methods market research gets the best of both worlds by combining different methods. When done correctly, this can increase the accuracy and standardization of the results, giving your research and conclusions greater depth and breadth. This article discusses the potential applications of information technology in marketing research and how it can impact companies' global operations. A wide range of information technologies, such as social media analysis, eye-tracking technology, artificial intelligence, online surveys, and virtual reality, can be used by marketers to conduct research. Social media can offer useful data on demographics, sentiment analysis, and brand mentions. Eye-tracking technology can help marketers understand how consumers react to ads and products. A lot of consumer data can be studied using artificial intelligence. The authors have identified four main possible areas of influence of market research on companies' entry into international markets. These include finding target markets, creating effective marketing strategies, mitigating risks, and determining the potential size and expansion of global markets. The conclusions drawn from the review of examples of successful applications of market research have demonstrated the value of such research and allowed us to illustrate some of its results. Any business, including the logistics company Nova Poshta, must conduct market research to be successful. Using methods such as focus groups, focus interviews, and online technologies, they conducted an international market research on the organization and management of logistics. In general, market research can help companies maximize their efforts and resources to enter new markets, which can increase their profitability and market share.

Persfektif Pemasaran Global dalam Bisnis Internasional

AbstractThe global marketing perspective in international business is a necessary approach for companies operating in global markets. In the era of globalization, international business must understand and manage the challenges and opportunities that arise in the international market. Global marketing involves different strategies and tactics than domestic marketing, given the differences in culture, language, consumer preferences, and regulations in each country. This research aims to provide an overview of marketing in international business and to organize and classify the literature on marketing to clarify the importance of this tool and encourage future research in international business marketing (IBM) projections and the ubiquity of this tool's power in the hands of users. This research also focuses on companies that must be able to adapt their products and marketing messages to local preferences and the needs of consumers in each market and must have in-depth knowledge of international trade laws and regulations and develop effective cross-cultural communication skills. The global marketing perspective in international business is the key to a company's success in the global market. In an increasingly connected world, companies must be able to understand global markets, adapt their products and strategies, face existing challenges, and forge strategic partnerships. With the right approach, companies can achieve a competitive advantage in an increasingly complex global marketplace. Apart from that the contribution of research is also important to identify new challenges and opportunities for marketers, researchers and international companies and in terms of unraveling the existing contradictions, applying new theoretical frameworks to make better future decisions for large corporations, and providing higher quality research to new in the IBM context.

Consumer-to-consumer conflicts and brand moderation strategies during COVID-19 service failures: a framework for international marketers

PurposeSince the start of the COVID-19 pandemic, one dark social-media phenomenon in particular has experienced a significant rise: consumer-to-consumer (C2C) conflicts, i.e. consumers who verbally attack each other in response to COVID-19 service failures. The aim of this paper is to uncover the sources of such conflicts and to gain an insight into the corresponding conflict moderation strategies that international brands adopt.Design/methodology/approachThe methodology consists of non-participatory netnographic observations of 13 national, international, and global online brand communities (OBCs) on Facebook. The authors use purposeful sampling to collect relevant data on conflict sources and brand moderation strategies during COVID-19 service failures and a hybrid approach to thematic analysis to derive distinct themes from these data.FindingsThe paper identifies five C2C conflict sources: brand attack, brand dissatisfaction, brand skepticism, brand contention and brand defense; these are then classified as having either an individualistic (self-oriented) or collectivistic (other-oriented) orientation. The authors also uncover several moderation strategies: non-engaging, automated, bolstering, asserting (direct, indirect) and informing (factual, empathetic, apologetic), which are broadly categorized into two levels based on their passive vs active approach and authoritative vs cooperative orientation. The paper further highlights that brands adapt their moderation strategies to specific sources of C2C conflicts, thereby producing a range of OBC outcomes.Practical implicationsThe study's empirically informed framework comprising sources of undesirable conflicts and brand moderation strategies offers a practical tool that can aid marketing managers in nurturing civil C2C engagement and interactive behaviors in their OBCs. By adopting our framework, brand and marketing practitioners can tailor their communication strategies toward different sources of C2C conflict and minimize their adverse consequences, thus, fostering an overall constructive OBC engagement.Originality/valueThe authors offer a novel framework to international marketing research, consisting of C2C conflict sources and corresponding moderation strategies that take place in response to service failures during the COVID-19 pandemic. These insights, in turn, inform international marketers about new ways of transforming the dark side of OBCs into a source of competitive advantage based on real-world brand practice.

Metabolomics of the anti-inflammatory effect of Pueraria lobata and Pueraria lobata var. Thomsonii in rats.

Pueraria lobata (Willd.) Ohwi and Pueraria lobata var. Thomsonii (Benth.) Maesen are essential medicinal and edible homologous plants widely cultivated in Asian countries. Therefore, P. lobata and P. thomsonii are widely used in the food, health products and pharmaceutical industries and have significant domestic and international market potential and research value. P. lobata and P. thomsonii have pharmacological effects in the clinic, such as antipyretic, analgesic, anti-inflammatory and antioxidant effects. These plants are commonly used in the treatment of inflammatory diseases and other related diseases. However, the potential mechanisms of the anti-inflammatory effects of P. lobata and P. thomsonii have not been elucidated. This study aimed to confirm the anti-inflammatory effects of P. lobata and P. thomsonii on inflammatory model diseases and to investigate the mechanism of their anti-inflammatory effects from the perspective of plasma metabolomics. First, P. lobata and P. thomsonii were identified by high‒performance liquid chromatography (HPLC). Second, we established the following three inflammation models: an acute inflammation model of auricular swelling in mice induced by xylene, an acute inflammation model of foot swelling in rats induced by carrageenan gum, and a chronic inflammation model of cotton ball granuloma in rats. Then we examined the weight and swelling rate of auricular swelling in mice; the residence time, contact area, and mean contact pressure in rats on the gait meter; and the weight of granulomas in rats and the content of IL-1β and TNF-α in plasma to investigate the anti-inflammatory pharmacodynamics of P. lobata and P. thomsonii. Third, we used LC‒MS‒based plasma metabolomics techniques to obtain potential biomarkers of P. lobata and P. thomsonii related to inflammation. Then, the potential biomarkers were enriched by MetaboAnalyst and KEGG metabolomics analysis tools to obtain metabolic pathways related to inflammation. Finally, we tested the indicators of COX-2, 5-LOX, GSH, GSSG and γ⁃GCL in rat plasma from the granuloma model by enzyme-linked immunosorbent assays (ELISAs) to verify the inflammation-related metabolic pathway. The experimental results showed that P. lobata and P. thomsonii could reduce the swollen weight and swelling rate of the auricle in mice, and could increase the residence time, contact area and mean contact pressure in rats on the gait meter. Moreover, P. lobata and P. thomsonii could inhibit the growth of granulomas and reduce the content of IL-1β and TNF-α in plasma in rats. The above results preliminarily verified that P. lobata and P. thomsonii have different anti-inflammatory effects. We identified eighteen plasma biomarkers associated with P. lobata and sixteen plasma biomarkers related to P. thomsonii in regulating inflammation by a plasma metabolomics analysis. The following two major metabolic pathways were further screened and enriched: arachidonic acid metabolism and glutathione metabolism. Then we noted that P. lobata and P. thomsonii could reduce the COX-2, 5-LOX and GSSG levels and increase the GSH, GSH/GSSG and γ⁃GCL levels based on the ELISA results, which demonstrated that P. lobata and P. thomsonii affect the anti-inflammatory mechanism through arachidonic acid metabolism and glutathione metabolism. The results of this study further elucidate the anti-inflammatory mechanism of action of P. lobata and P. thomsonii, providing a scientific basis for developing new drugs for the treatment of inflammation-related diseases and laying a foundation for the development of herbal resources, such as P. lobata and P. thomsonii.

Photovoice of marginalized groups and pride month marketing

The purpose of this research note is to suggest photovoice as a methodology to enhance and vivify marginalized voices in marketing research. Specifically, the focus is on LGBTQ+ consumer perspectives during one of the most visible times for this marketing segment: Pride Month. Photovoice is an opportunity for researchers to ask for viewpoints and incorporate consumer perspectives into social marketing research. It puts the researcher in the role of a guide through the research process, while participants lead the data collection, definitions, and analysis through their own images so new voices and perspectives are centered. It is the intention of this article to be a catalyst for encouraging both scholars and practitioners to conduct future photovoice studies in international market research.

Propelling International Marketing Research with Geospatial Data

Geospatial data have a long history in marketing research that goes back to Huff’s seminal gravity model from the 1960s. Their applications in research and practice range from location-based mobile targeting of individual consumers to store competition analysis and city marketing. In the past decades, geospatial data have become more readily available and have grown considerably in both breadth (i.e., countries and regions covered) and depth (i.e., granularity and diversity of information covered). Nonetheless, international marketing research has not yet fully embraced the opportunities that geospatial data bring to the field. To address this shortcoming, this article shows how geospatial data may propel international marketing research in various domains and develops future research questions for the field. In addition, it introduces OpenStreetMap as a rich geospatial data source to the discipline. The authors illustrate the use of geospatial data in general and OpenStreetMap in particular through a concrete application in which they analyze city center composition in nine countries across three continents. In doing so, they reproducibly describe the extraction of geospatial data, constructions of metrics and operationalizations, and visualizations.

An empirical investigation of regional differences in consumption behaviors in an emerging economy

AbstractWidely regarded as one of the most dynamic economies in Southeast Asia, Vietnam has increasingly attracted scholarly interest from diverse business disciplines. However, previous marketing research on Vietnam largely treats the country as a homogenous society. We draw on the literature in sociology, geography, history and predict that significant regional differences exist in consumers' consumption behaviors between the North and South of Vietnam, bearing important implications for international marketers. Using secondary survey data collected by an international market research firm, we show that consumers in Hanoi (HN) and Ho Chi Minh City (HCMC) differ greatly in how they perceive the impact of an economic crisis, how they change their consumption behaviors as a result, and whether they will cut back on spending on themselves, their families, and children. Our results also demonstrate that HN and HCMC consumers differ in their attitude toward luxury product consumption, attitude toward advertising, and marketing versus non‐marketing controlled sources of information. Our research provides important implications for both managers and researchers interested in this fast‐growing economy.

The interaction effect of consumer affinity and patriotism among millennial Muslim women consumers

PurposeThis study aims to investigate how the social identity theory and emotional attachment theory influence the willingness of consumers to buy foreign cosmetic products. Specifically, this study examines the relationship between consumer ethnocentrism, foreign product judgment and willingness to buy foreign products. Furthermore, the interaction effect of consumer affinity and patriotism are tested in the model.Design/methodology/approachAn online survey of 208 millennial Muslim women consumers was used to collect the data. The structural equation modeling test was used to assess the six hypotheses. Moreover, the two-step estimation approach was used to test the interaction moderation of consumer affinity and patriotism.FindingsThe results indicate that consumer ethnocentrism has a positive and significant relationship with foreign product judgment. Foreign product judgment was also found to have a positive and significant relationship with willingness to buy. In addition, this study concludes that affinity was found to moderate the relationship between consumer ethnocentrism and foreign product judgment and strengthen the positive and significant effect of foreign product judgment on the willingness to buy. Finally, patriotism did not moderate the relationship between consumer ethnocentrism and foreign product judgment. However, patriotism moderated the relationship between foreign product judgment and willingness to buy.Research limitations/implicationsThis study only focused on one category (i.e. low involvement product), and the authors recommend future studies to examine a high involvement product. Other individual orientation constructs, such as xenocentrism, need to be examined in future studies. Moreover, only intentional measures were investigated. Thus, further research could correlate intentional measures with product ownership. Finally, future research could examine how consumers behave differently across nations. Thus, the present model would require cross-cultural research.Practical implicationsMarketers focusing on global branding and international marketing can benefit from the findings of this paper by understanding the antecedents of consumers’ willingness to buy in the foreign cosmetic products setting. Additionally, foreign cosmetic marketers could focus on consumer affinity to strengthen the communication with and arouse the affinity of Muslim millennials women consumers in Indonesia. Finally, marketers can incorporate messages and signals of patriotism in their marketing communications to increase Muslim millennial women consumers’ love and pride.Social implicationsThe growing obsession with beauty among women has led to the immense growth of the cosmetics industry. This phenomenon has spawned an abundance of cosmetic products on the market. The advancement of information technology has further increased competition for cosmetic products as more products can be quickly brought to market. Muslim millennials consumers must be aware and careful about raw materials, impacts on long-term health, impacts on the national economy, environmental impacts and halal certification when using various kinds of cosmetics.Originality/valueThis study contributes to the literature on international marketing research by incorporating the interactive effect of consumer affinity and patriotism in the acceptance of foreign cosmetic products.