Positioning Multi-Country Brands: The Impact of Heterogeneity in Cultural Values and Competitive Set

We suggest and show that multi-country brands should position themselves consistently across markets more on those specific imagery attributes that are themselves more consistently valued across countries. Leveraging prior research, we first identify four life values that are relatively more equal in their cross-national importance (universalism, benevolence, selfdirection, achievement) versus two that are not (hedonism and power), and link specific brand imagery attributes (e.g., traditional, energetic, independent, rugged) to these life values. Using an extensive proprietary field-data set on consumer perceptions and preferences from 22 countries on over 1,700 brands, we then show, in an attribute-level analysis, that greater global consistency of a brand’s image decreases brand attitudes if the specific image attribute is one of those that is not consistently desired worldwide. Importantly, the attitudinal impact of a multi-country brand’s positioning consistency is also moderated by the heterogeneity of the brand’s competitive set across its markets. Implications are discussed for global brand management theory and practice.http://deepblue.lib.umich.edu/bitstream/2027.42/100182/1/1201_Batra.pd

Regulatory goals in a globalized world

This research examines the impact of a salient global (or local) identity on individual’s regulatory goals. Specifically, we show that when people’s identity as a global citizen is salient, they are more likely to focus on promotion goals; whereas when their identity as a local citizen is salient, they are more likely to focus on prevention goals. We further show that this arises because people are likely to adopt a more abstract or higher level (vs. concrete or lower level) construal when their global (local) identity is salient. Evidence from three studies supports this central proposition.Peer Reviewedhttps://deepblue.lib.umich.edu/bitstream/2027.42/141228/1/jcpy270.pd

The Situational Impact of Brand Image Beliefs

Peer Reviewedhttps://deepblue.lib.umich.edu/bitstream/2027.42/142126/1/jcpy318.pd

Attitudinal effects of character‐based versus competence‐based negative political communications

Peer Reviewedhttps://deepblue.lib.umich.edu/bitstream/2027.42/141206/1/jcpy163.pd

The moderating role of dialecticism in consumer responses to product information

We show that consumers high in dialecticism—the tolerance of contradictions and the expectations of change (Peng & Nisbett, 1999)—respond differently than low‐dialecticism consumers to messages that have purely positive, mixed, or purely negative information. We find first that for low dialectics, felt ambivalence—and discomfort—is greater for mixed information messages than for negative or positive information. For high dialectics, however, mixed information leads to high felt ambivalence, but not to high discomfort. When given univalent positive or negative information messages, high dialectics have more thoughts about information opposite in valence to that presented, when presented with negative information messages. As a result, for high dialectics, univalent negative information produces the same high felt ambivalence, and even greater discomfort, than do mixed information messages. Through these non‐parallel effects, we show that the relationship between felt ambivalence and discomfort is itself moderated by dialecticism. Through three experiments and using a novel manipulation of dialecticism, we replicate and generalize these effects and provide process evidence.Peer Reviewedhttps://deepblue.lib.umich.edu/bitstream/2027.42/141204/1/jcpy381.pd

Values, Susceptibility to Normative Influence, and Attribute Importance Weights: A Nomological Analysis

Peer Reviewedhttps://deepblue.lib.umich.edu/bitstream/2027.42/141583/1/jcpy115.pd

Brand Coolness

Marketers strive to create cool brands, but the literature does not offer a blueprint for what “brand coolness” means or what features characterize cool brands. This research uses a mixed-methods approach to conceptualize brand coolness and identify a set of characteristics typically associated with cool brands. Focus groups, depth interviews, and an essay study indicate that cool brands are perceived to be extraordinary, aesthetically appealing, energetic, high status, rebellious, original, authentic, subcultural, iconic, and popular. In nine quantitative studies (surveys and experiments), the authors develop scale items to reliably measure the component characteristics of brand coolness; show that brand coolness influences important outcome variables, including consumers’ attitudes toward, satisfaction with, intentions to talk about, and willingness to pay for the brand; and demonstrate how cool brands change over time. At first, most brands become cool to a small niche, at which point they are perceived to be more subcultural, rebellious, authentic, and original. Over time, some cool brands become adopted by the masses, at which point they are perceived to be more popular and iconic.This item from the UA Faculty Publications collection is made available by the University of Arizona with support from the University of Arizona Libraries. If you have questions, please contact us at [email protected]

Post cholecystectomy hemobilia: transcatheter embolization of pseudoaneurysms with homemade steel coils

Two patients presented with hemobilia, one and two months following cholecystectomy. Angiography demonstrated pseudoaneurysms arising form the gastroduodenal and right hepatic arteries. Percutaneous transcatheter embolization of the pseudoaneurysms was successfully performed in both patients using homemade steel coils

Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries

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

Pride of Ownership: An Identity-Based Model

Pride of ownership is explored in a series of depth interviews utilizing a new "surfacing" methodology. Results support some past findings, but also uncover some new and unexpected aspects. Consistent with past research, pride of ownership is linked to a brand’s or product’s ability to help consumers construct a positive identity. Specifically, we find that pride of ownership is related to constructing five major aspects of identity: cultivating personal taste, achieving non-dependence and adulthood, achieving social status, building close relationships, and connecting to groups. These five implicit identity goals are ordered based on the extent to which each aspect of identity is part of the independent-self (i.e. personal taste) or the interdependent-self (i.e. social roles and connecting to groups). We introduce the terms independent pride and interdependent pride to refer to pride that helps construct the independent and interdependent aspects of the self, respectively. In addition, this research uncovers several ways that consumer’s pride of ownership changes over time. Conclusions are drawn for further theory-building and for managers