Transnational Marketing Journal最新文献_第8页

CASE STUDY: Regional Cultural Differences Within and Across Four Western European Countries 案例研究:四个西欧国家内部和之间的区域文化差异

Transnational Marketing Journal Pub Date : 2018-05-31 DOI: 10.33182/TMJ.V6I1.377

Nadine Waehning, I. Sirkeci, Stephan Dahl, Sinan Zeyneloğlu

{"title":"CASE STUDY: Regional Cultural Differences Within and Across Four Western European Countries","authors":"Nadine Waehning, I. Sirkeci, Stephan Dahl, Sinan Zeyneloğlu","doi":"10.33182/TMJ.V6I1.377","DOIUrl":"https://doi.org/10.33182/TMJ.V6I1.377","url":null,"abstract":"This case study examines and illustrates within country regional cultural differences and cross border cultural similarities across four western European countries. Drawing on the data from the World Values Survey (WVS), we refer to the Schwartz Cultural Values Inventory in the survey. The demographic variables of age, gender, education level, marital status and income vary across the regions and hence, have significant effects on the cultural value dimensions across regions. The findings help a better understanding of the homogeneity and heterogeneity of regions withinand across countries. Both researchers and managers will have to justify their sampling methods and generalisations more carefully when drawing conclusions for a whole country. This case study underlines the limited knowledge about regional within country cultural differences, while also illustrating the simplification of treating each country as culturally homogeneous. Cross-country business strategies connecting transnational regional markets based on cultural value characteristics need to take these similarities and differences into account when designating business plans.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"46265334","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 5

Got To Get You Into My Life: A qualitative investigation into opt-in text marketing Got To Get You Into My Life：对选择加入文本营销的定性调查

Transnational Marketing Journal Pub Date : 2018-05-31 DOI: 10.33182/TMJ.V6I1.378

B. Ghiloni

{"title":"Got To Get You Into My Life: A qualitative investigation into opt-in text marketing","authors":"B. Ghiloni","doi":"10.33182/TMJ.V6I1.378","DOIUrl":"https://doi.org/10.33182/TMJ.V6I1.378","url":null,"abstract":"This study investigates the promise of mobile marketing and the negative attitudes that millennials express toward it. The literature on mobile marketing is dominated theoretically by the Technology Acceptance Model and methodologically with quantitative methodologies. Within this framework, privacy concerns lead to negative attitudes toward opting in to marketing text messages. This study, by way of contrast, seeks to understand the context of the phone as an environment within which millennials ask to receive marketing messages. Specifically, it explores the meaning to millennials attribute to their phone texting space, the content of this space and why they choose to opt in to corporate messages (vs. personal messages). These data suggest that privacy concerns and negative attitudes toward messages are mitigated when a brand is seen as a part of the consumers’ digital and social identity. The scholarly implication of this work is that specific brands as well as consumer brand engagement should be included in models assessing technology acceptance. The practical implication of this research is that opt-in to SMS is an invitation by the consumer to the brand to enter their self-created social network. It is a potential indicator of customer loyalty and deep brand engagement.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"47946965","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Falafel and Shwarma: Israeli Food in Mexico 沙拉三明治和沙瓦玛:墨西哥的以色列食物

Transnational Marketing Journal Pub Date : 2018-05-31 DOI: 10.33182/TMJ.V6I1.376

P. Schuster

{"title":"Falafel and Shwarma: Israeli Food in Mexico","authors":"P. Schuster","doi":"10.33182/TMJ.V6I1.376","DOIUrl":"https://doi.org/10.33182/TMJ.V6I1.376","url":null,"abstract":"Falafel and Shwarma are two iconic national Israeli dishes that are widely recognized and loved in Mexico. They are also the most mentioned by the participants. Kosher stores selling Israeli snack like Bamba, Bisli and Shkedei Marak (soup almonds) have a long-standing tradition in Mexico. However, restaurants serving Israeli food are far less common. In fact, for most of the 1980s and 1990s there were only three establishments, until recently when a new gourmet Israeli cuisine restaurant opened up. So, why is Strauss Israel’s largest food company bothering to invest in Mexico? Why are they marketing a line of Israeli popular items there? In addition to answering these questions. other queries to be explored include: How is Israeli food perceived in Mexico by the Jewish community? How did it go from a simple snack/street food to a gourmet affair? How are they framed and marketed? The main objective is to compare three different groups: Jewish Mexicans in Israel, Israelis in Mexico and Jewish Mexicans who remained in Mexico and how they perceive Israeli food in Mexico and in Israel. In addition to this, how marketing of Israeli food in Mexico has evolved. Twenty interviews will be conducted in Israel in total. Ten will be conducted with Mexican Jews living in Israel and ten will with Israelis who lived in Mexico and who have returned to Israel. To date, eight interviews have been conducted. They will be carried out in various cities in Israel. So far the median age is 45. It seems that for the Israelis eating their national food in Mexico represented an attempt at trying to connect to a symbolic sense of home. For Jewish Mexicans, eating Israeli food was either a way to connect to their future home (those that later immigrated to Israel) or a means to show their solidarity with Israel. Israeli companies investing in Mexico have a vested interest in selling and marketing their authentic wares in Mexico as they seek to gain a foothold in this emerging market.","PeriodicalId":37194,"journal":{"name":"Transnational Marketing Journal","volume":" ","pages":""},"PeriodicalIF":0.0,"publicationDate":"2018-05-31","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":null,"resultStr":null,"platform":"Semanticscholar","paperid":"44632669","PeriodicalName":null,"FirstCategoryId":null,"ListUrlMain":null,"RegionNum":0,"RegionCategory":"","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":"","EPubDate":null,"PubModel":null,"JCR":null,"JCRName":null,"Score":null,"Total":0}

引用次数: 0

Book review 书评

Transnational Marketing Journal Pub Date : 2018-05-31 DOI: 10.33182/tmj.v6i1.379

S. Rohr, Abrar M. Fitwi

引用次数: 0