ORCID Profile
0000-0003-2115-9865
Current Organisation
University of South Australia
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Publisher: Routledge
Date: 05-2019
Publisher: Emerald
Date: 06-05-2014
Abstract: – The purpose of this study is to investigate the differential influences of economic nationalism (EN) and cosmopolitanism (COS) on consumer behaviour, and how the two concepts are underpinned by different (normative versus informational) interpersonal influences. – Surveys took place in two countries, South Korea ( n = 257) and Taiwan ( n = 258). Both are rapidly developing economies with a cosmopolitan consumer base. Two products, one representing conspicuous and one representing non-conspicuous categories, were used in each country’s survey. The data were subjected to exploratory and confirmation factor analyses and fitted using structural equation modelling. – Contrary to past studies, EN and COS were unrelated. Economic nationalism was strong and biased towards domestic products. The results also suggest that COS may be related to bias against domestic products. EN related strongly to normative influence, whereas COS rested on informational influence. The results were similar across the countries and the product types. – Economic nationalism and COS may coexist as consumer dispositions and their relative salience may vary across in iduals. Foreign firms should not overlook consumers’ nationalistic sentiment, just as domestic firms may capitalise on it. Both foreign and domestic firms can capitalise on consumer nationalism by highlighting benefits such as domestic employment and wealth creation. – EN and COS may coexist as consumer dispositions, and their relative salience may vary across in iduals. When managing their brand portfolio, foreign firms would benefit from considering consumers’ nationalistic sentiment, just as domestic firms may capitalise on it. Both foreign and domestic firms can capitalise on consumer nationalism by highlighting social benefits such as domestic employment and wealth creation. – This study brings research on EN and COS from a macro/country level to a micro/in idual level. It provides theoretical and empirical insights on the differential influences of EN and COS on consumer behaviour and sheds light on their psychological underpinnings.
Publisher: Informa UK Limited
Date: 16-03-2007
Publisher: Emerald
Date: 11-12-2019
Abstract: Drawing on the six-dimensional framework of the Anholt-GfK Nation Brands Index (NBI), the purpose of this paper takes a government-to-business (G2B) perspective of international marketing by shedding light on how governments (as sellers) can harness their nations’ brand image to attract businesses (as buyers) to invest in the country. Using Korea as context, this study interviewed Korea-based foreign multinational companies (MNCs) to elucidate how nation brand had influenced their FDI decisions to establish R& D centres in Korea. Purposive s ling identified 36 MNCs from erse countries and industries that had set up R& D centres within the last decade. In idual in-depth interviews probed the MNCs’ views of Korea’s nation brand in regards to their FDI decisions. Recorded interviews were transcribed and analysed for common themes. Five key thematic attributes of Korea’s nation brand emerged: rigid labour market, pro-FDI government, Chaebols’ dominance, strong nationalism and rapid industrialisation. These attributes relate to NBI’s dimensions of people, governance, investment/immigration, culture/heritage and exports, respectively. The dimensions impacted Korea’s nation brand differently. This study contributes to nation branding research by applying the Anholt-GfK NBI to empirically investigate nation brand’s influence on attracting business investments at a macro-G2B level. The findings are particularly useful in guiding government policy-makers and trade organisations on running nation-brand promotions and marketing c aigns for FDIs. The findings will also benefit foreign businesses who are considering injecting capital investments into a country.
Publisher: Emerald
Date: 20-07-2012
DOI: 10.1108/02652321211247408
Abstract: The purpose of this paper is to be the first to explicate the determinants of customers’ cross‐buying intentions in the banking services of Korea and Taiwan, and then explore the influence of cross‐cultural values, such as “Collectivism”, to the relationships between these determinants and customers’ cross‐buying intentions. The authors employed a triangulation approach of structured surveys to 700 actual customers, and six interviews with professional senior managers engaged in customers’ cross‐buying activities of banking services in two countries – Korea and Taiwan. Confirmatory factor analysis and hierarchal multiple regression were conducted on these data using AMOS 10.1 and SPSS 12.0. “Perceived value”, “Trust”, “Image”, and “Satisfaction” were found to be the determinants of customers’ cross‐buying intentions in the banking services of Korea and Taiwan, out of which “Trust” and “Satisfaction” were significantly influenced by “Collectivism”. The research also confirms that, even between countries with similar level of “Collectivism”, its influence can differ according to the determinants of cross‐buying intentions in banking services. The conceptual model presented in this paper could be extended and tested on customers in an “In idualistic” culture, in future research. The analysis in the research could also be further elaborated for specific segments of customers.
Publisher: Elsevier BV
Date: 02-2022
Publisher: Routledge
Date: 30-09-2017
Publisher: Springer Science and Business Media LLC
Date: 09-2014
DOI: 10.1057/FSM.2014.16
Publisher: WORLD SCIENTIFIC
Date: 10-2012
Publisher: Oxford University Press
Date: 28-06-2013
Publisher: Routledge
Date: 24-04-2014
Publisher: Routledge
Date: 16-02-2022
Publisher: Informa UK Limited
Date: 09-2010
Publisher: Routledge
Date: 03-09-2018
Publisher: Oxford University Press
Date: 28-06-2012
Publisher: Informa UK Limited
Date: 1995
Publisher: Routledge
Date: 16-11-1995
Publisher: Elsevier BV
Date: 02-2020
No related grants have been discovered for You-il Lee.