Examining the relationships between brand authenticity, perceived value, and brand forgiveness: The role of cross-cultural happiness

Brand authenticity has attracted the growing attention of academics and practitioners for two decades. This study contributes to brand management literature by empirically investigating the impact of brand authenticity on purchase intentions through perceived value (functional, emotional, and social) and brand forgiveness using a 2 × 2 between- subjects experimental design with a sample of consumers from the UK and Turkey. The moderating role of cross-cultural happiness on the link between perceived value and brand forgiveness is also examined. Moderated mediation results demonstrate that brand authenticity positively affects brand forgiveness, and this effect is mediated by perceived value. In addition, cross-cultural happiness positively moderates the impact of perceived value on brand forgiveness. Findings further reveal a serial mediating effect of brand authenticity on purchase intentions via perceived value and brand forgiveness. This study has important theoretical implications and offers international brand and marketing managers practical insights

Managers’ Process Thinking Skills, Dynamic Capabilities and Performance in Export Ventures

The purpose of this study is to unfold the role of managerial characteristics in developing the dynamic capabilities necessary to serve foreign customers and compete in export market ventures. The authors test their proposed model using path analysis with data collected from export managers working in 204 small- and medium-sized Turkish exporters operating in various sectors. The findings suggest that the positive effect of export managers’ process thinking skills on dynamic capabilities increases when the export managers’ learning and avoid orientations are low and prove orientation is high and export venture experience (duration and scope) increases. In addition, it has been found that export managers’ process thinking skills have an indirect effect on export performance through export venture dynamic capabilities. This study makes three contributions. First, the authors conceptualise and operationalise dynamic capabilities in the context of exporting. They empirically validate export venture dynamic capabilities as a higher-level construct composed of sensing, seizing, and reconfiguring elements pertinent to the firm’s export market operations. Second, based on the micro-foundations approach of competitive advantage, the authors study managers’ process thinking skills in exporting firms and how these abilities support dynamic capability development in export ventures. Finally, the authors investigate how the impact of export managers’ process thinking skills on export venture dynamic capabilities is influenced by their goal orientations and certain objective exporter characteristics pertaining to different aspects of export venture experience