Brand Positioning Through Advertising in Asia, North America, and Europe : The Role of Global Consumer Culture

In this study, the authors examine the emergence of brand positioning strategies in advertising that parallel the growth of the global marketplace. A new construct, global consumer culture positioning (GCCP), is proposed, operationalized, and tested. This construct associates the brand with a widely understood and recognized set of symbols believed to constitute emerging global consumer culture. Study results support the validity of the new construct and indicate that meaningful percentages of advertisements employ GCCP, as opposed to positioning the brand as a member of a local consumer culture or a specific foreign consumer culture. Identification of GCCP as a positioning tool suggests one pathway through which certain brands come to be perceived by consumers as "global" and provides managers with strategic direction in the multinational marketplace

Cultural targeting and tailoring of shared decision making technology: A theoretical framework for improving the effectiveness of patient decision aids in culturally diverse groups

Analysis and support of clinical decision makin

Effects of Brand Local/Non-Local Origin on Consumer Attitudes in Developing Countries

Peer Reviewedhttps://deepblue.lib.umich.edu/bitstream/2027.42/142164/1/jcpy83.pd

Family involvement in medical decision making in Europe and the United States: A replication and extension in five countries

Background In 2018, Alden et al. showed that the desired degree of family involvement in medical decisions is an individual preference that is largely independent from East-West cultural stereotypes. At the same time, individual-level interdependence influenced whether patients preferred more individual or more family involvement in their decision making together with their medical care provider. The present study provides empirical evidence and adds evidence for Europe for which no such data previously existed. Methods The present study is a direct replication and extension of the original Alden et al. (2018) study (N = 2031; Australia, China, Malaysia, India, South Korea, Thailand, United States [U.S.]), however, using survey data from four European countries (Austria, Belgium, Germany, Netherlands) and the United States (U.S.) with a total sample size of N = 2750. Results Random effects within-between models replicated the original primary finding that those with higher self-involvement in medical decision making preferred less family involvement. Furthermore, patients with lower self-independence, higher relational interdependence, and stronger beliefs in social hierarchy are more likely to want their families involved in medical decisions besides their health care provider. Conclusions These observed relationships are largely consistent both within and across the four European countries and the U.S. In conclusion, the results point to the importance of avoiding cultural stereotypes and instead, recognizing that patient desires for family involvement in medical decision making vary dramatically within cultures depending on multiple individual differences. Furthermore, a growing body of evidence suggests that these antecedents of family involvement as well as the construct itself may be measurable in diverse cultures with high levels of confidence in their reliability and validity

Distance Factors in the Foreign Market Entry of Software SMEs

Recent studies have indicated that the internationalization process of software SMEs is somewhat independent on the effect of psychic or geographic distance. However, these studies have analyzed the general pattern of entries where software SMEs not commonly follow a step-wise entry route from nearby countries to distant ones. Thus, it remains unknown what the effect of psychic and geographical distance is when these firms enter a distant foreign market. The findings in this case study reveal that psychic and geographic distance inhibited the foreign market entry of software SMEs. However, the distant foreign market entry of these firms was facilitated by distance-bridging and distance-compressing factors enabling foreign business operations despite the significant distance between the home and target country.peerReviewe