The Role of Cultural Traditions on Branding and Word-Of-Mouth: Keeping Mother’s Recipes Alive!

The purpose of this study was to explore the impact a cultural tradition has on a perceived-brand-relationship (PBR) and word-of-mouth (WOM) behavior in person and electronically. Based on the cognitive-motivational-related theory of emotions and the social identity theory, a model is proposed to explain the impact that a family tradition, such as cooking with selective products, has on Hispanic mothers. Using a research mixed-method approach, a construct was developed to measure attitudes toward cultural traditions. Further, an online survey was administered for hypotheses and model testing using SEM and Logistic Regression tests. Latina Mom Bloggers, a social media-marketing platform, was used to promote the study among Hispanic mothers during a three weeks period. A total of 338 Hispanic mothers completed the survey. The questionnaire was available in English and Spanish, and included questions related to brand familiarity (screening), perceived brand relationship, perceived importance of cultural traditions in the Kitchen, and word-of-mouth consumption. Mazola Corn Oil was identified in the exploratory stage as the unit of analysis to measure brand familiarity; through a qualitative investigation, it was observed that Hispanics would switch from using X Olive Oil Brand to Mazola Corn Oil when cooking traditional Hispanic dishes such as Spanish rice, enchiladas, chilaquiles, chile relleno, and albondigas. Overall, this study provides valuable contributions for theory and practice. Theoretically, this study developed an exclusive measure for cultural traditions based on an inductive qualitative approach and quantitative techniques. The item-identification processes, followed by the quantitative results show that attitudes toward cultural traditions can be measured using a 5-item scale. The model proposed in this study supports the hypotheses indicating that: 1) A stronger perception toward cultural traditions leads to increase favorable brand relationship strength; 2) Perceived-brand-relationship strength affects positive word-of-mouth for the brand; Positive attitudes toward word-of-mouth on the brand affects WOM behavior. For practice, the results can assist in the understanding of cultural traditions as a predictor of brand equity. When a brand is linked to a cultural tradition, a relationship between a consumer and a brand is naturally created with a predisposition to share positive information about the brand with family, and friends (WOM) in person or via social media (eWOM). Marketing professionals should identify cultural traditions within segments and use the traditions to connect their brand names with the target markets

The Role of Cultural Traditions on Branding and Word-Of-Mouth: Keeping Mother’s Recipes Alive!

The purpose of this study was to explore the impact a cultural tradition has on a perceived-brand-relationship (PBR) and word-of-mouth (WOM) behavior in person and on social media. Based on the cognitive-motivational-related theory of emotions and the social identity theory, a model is proposed to explain the impact that a family tradition, such as cooking with selective products, has on Hispanic mothers. Using a research mixed-method approach, a construct was developed to measure attitudes toward cultural traditions. Further, an online survey was administered for hypotheses and model testing using SEM and Logistic Regression tests. The findings supported the proposed model indicating: 1) the stronger the perception about cultural traditions, the more favorable PBR; 2) the more favorable the PBR, the more favorable the impact of WOM; 3) the more favorable the attitude toward WOM, the more likely consumers are to share information in person and through social media (eWOM). Finally, it was also found the level of prediction to perform WOM in person was higher than eWOM

Growing Apart: Collectivism and Acculturation

Geert Hofstede’s cultural research serves as a guide to understanding how the different dimensions (collectivism/individualism, power distance, uncertainty avoidance, masculinity/femininity, indulgence, and short-/long-term orientation) vary between cultures and ethnicities. However, little research exists to show the relationship that exists between acculturation and these dimensions—specifically, with collectivism. Because Hispanics rank exceptionally high with collectivism, this research aims to explore the relationship between acculturation of Hispanics and collectivism. Suggestions as it pertains to findings as well as future research are included

Post-pandemic Impulse Buying Behavior: Exploring the Antecedents of Impulsive Buying Across Product Categories During Post COVID-19 Era in the China

Due to COVID-19 pandemic, online purchases have become the new normal. Based on the S-O-R framework, this study proposed a model to understand consumers’ impulsive shopping behavior during post COVID-19 era in China. This study investigated the antecedents of impulsive purchase behavior, while exploring the product categories most likely to be consumed because of the pandemic. An online survey was employed using a convenience national sample frame in China. A total sample of 322 was used to test the proposed model, hypotheses and answer the research questions. Theoretically, the study provides an alternative model that explains the role of website appearance and ease of use on impulsive buying behavior. In addition, the findings indicated the latter variables relate to consumers’ product involvement, which affect the hedonic value and, in turn, predicts impulsive shopping behavior. Overall, Chinese participants indicated the most purchased products during post COVID-19 era in 2020 are clothing

Selling Fear Across Ethnic Consumers: Modeling Emotional Arousal and Validating The Impact of Galvanic Skin Responses in Advertising

The purpose of this study is to explore how fear-appeal advertising impacts young adults in a multi-ethnic society. This study combines self-reported measures and a skin-galvanic psychological test to measure the impact that fear-appeal advertising has among ethnic groups. Using a one-ad experimental design, results shows significant differences among ethnic groups indicating that the levels of arousal evoked by a “fear-appeal” advertisement were highest across Asian Americans followed by Hispanic American, African-Americans, and then Non-Hispanic Whites. Overall, a proposed model reveals emotions outweigh attitudes toward the ad on the manipulation of fear-appeal advertising

Chinese’ Impulsive Shopping Behavior in a Post-Pandemic Era: Exploring the Impact of Long-Term Orientation on Self Control, and Utilitarian and Hedonic Shopping Values

Based on previous premises, the present study proposed a model that aims to understand consumers’ impulsive shopping behavior in China. This study takes into consideration the cultural core value of long-term orientation of Chinese consumers to explore the moderating role of hedonic value, utilitarian value, and self-control on impulsive buying behavior. An online survey was employed using a convenience national sample in China. A total sample of 237 was collected and used to test the proposed model and hypotheses. Theoretically, the study provides an alternative model that explains the role of hedonic value, utilitarian value, and self-control on impulsive online-buying behavior. In addition, the findings showed a nested model indicating a relationship between hedonic and utilitarian values exists. Finally, it was concluded that mediating impact of hedonic shopping value is predictor of impulsive behavior of long-term oriented Chinese consumers

What Happens after You are Shocked? An Investigation of Emotional Response, Brand Attitude, Attitude toward AD and Purchase Intention of Shock Advertising in Chinese Consumers

The goal of this paper is to validate the emotion toward the ad scale among Chinese consumers as well as test several well-accepted hypotheses in advertising literature in shock advertising setting. The results of our study suggested that emotion was correlated with attitude toward ad (Aad), the casual relationship between Aad and Attitude toward brand (Ab), and the correlation between Ab and purchase intention (PI). A validated emotion scale was also proposed to measure emotions after viewing ads in Chinese consumers. A 17-item feelings toward ads (emotion) scale was finalized by using EFA. Suggestions for future research were discussed

Why I Purchase What I See On Facebook: Comparing The Impact of Electronic Word-of-Mouth Between Hispanic And Non-Hispanic Consumers

This study aims to explore the role of the adoption and consumption of Facebook on Electronic Word-Of-Mouth (eWOM) among Hispanics versus African Americans, Asians, and Non-Hispanics Whites in the United States, whilst exploring the impact of attitudes towards eWOM on the likelihood to purchase something because of the “Likes” on Facebook. A national panel was used to collect the data and an ANOVA test was conducted to test the hypotheses. The results indicated Non-Hispanic White consumers were significantly less likely to use WOM than Hispanic, African Americans and Asians. Overall, Hispanics were found to be more likely than any other any group to practice eWOM, yet the difference is only significant when compared to Non-Hispanic whites. Finally, as predicted, the impact of attitudes toward eWOM on purchase behavior was the highest among Hispanics than any other group

The power of hispanic voice-over in radio: Comparing the effect of gendered voice-overs between hispanics and non-hispanics audiences

This study examined how gendered voice-over in radio advertising influences the judgment of males and females, among Hispanics and Non-Hispanics in the United States. The study intended to support the contention that gendered commercials may be effectual or ineffectual with regards to the audience’s culture and gender. For the purpose of this study, a quasiexperiment design was conducted in the State of Texas. Overall, the results suggested that no gender difference exists among Hispanics when a male voice over was used to advertise a gendered product (Health Insurance). Contrary, significant gender differences exist among Non-Hispanics whose voice-over preferences are in accordance with their gender. In addition, Hispanics attitudes toward the ad and commercial are higher when a male voice was used, followed by mix voice-over (female and male voices), and last by a female voice. That is, Hispanic males and females perceive a male voice-over more positively than Non-Hispanics, whereas an individual female voice-over was preferred and perceived more positively by Non-Hispanics females in the U.S.&nbsp

Impact of Acculturation and Internal and External Influences on Food Consumption Behavior among Asian American Ethnic Groups

Retail food sales in the United States surpassed $5 trillion annually in 2015 and this number is on the rise. As a growing industry, it is important to understand what factors influence consumption. In this paper, the authors report on data collected from an ethnic segment that is growing in terms of overall population and spending power in the U. S.; Asian Americans. Through analyses of internal and external influences, and measurement of acculturation across 1,284 respondents, the authors are able to suggest that more acculturated individuals are more prone to be influenced by external factors (i.e., other foods and peers), whereas less acculturated individuals are more prone to be influenced by internal factors (i.e., home and family traditions). These findings indicate that acculturation has an impact on food consumption among those identifying as Asian American. Further theoretical and managerial implications are discussed