Showing papers by "Carlos J. Torelli published in 2015"

Justice or compassion? Cultural differences in power norms affect consumer satisfaction with power-holders

Abstract: Purpose – The purpose of this paper is to investigate cultural variations in the qualities that White Americans and Hispanic Americans believe power-holders should embody, and the situations in which these norms influence consumer satisfaction. Design/methodology/approach – Two experimental studies (n1=130 and n2=121) and one field study (n=241) were conducted with White American and Hispanic participants. Results were analysed using ANOVA and regression. Findings – White Americans are predisposed to apply to power-holders injunctive norms of treating others justly and equitably, whereas Hispanics are predisposed to apply injunctive norms of treating others compassionately. These cultural variations in the use of injunctive norms were more evident in business or service contexts in which power was made salient, and emerged in the norms more likely to be endorsed by White American and Hispanic participants (Study 1), their approval of hypothetical negotiators who treated suppliers equitably or compassionat...

Managing cultural equity: A theoretical framework for building iconic brands in globalized markets

Abstract: Purpose To introduce the concept of cultural equity and provide a theoretical framework for managing cultural equity in multi-cultural markets. Methodology/approach Recent research on the social psychology of globalization, cross-cultural consumer behavior, consumer culture, and global branding is reviewed to develop a theoretical framework for building, leveraging, and protecting cultural equity. Findings Provides an actionable definition for a brand’s cultural equity, discusses consumer responses to brands that relate to cultural equity, identifies the building blocks of cultural equity, and develops a framework for managing cultural equity. Research limitations/implications Research conducted mainly in large cities in North and South America, Europe, the Middle East, and East Asia. Generalizations to less developed parts of the world might be limited. Practical implications A very useful theoretical framework for managers interested in building cultural equity into their brands and for leveraging this equity via new products and the development of new markets. Originality/value The paper integrates past findings across a variety of domains to develop a parsimonious framework for managing cultural equity in globalized markets.