Globalization - Social Theory and Global Culture

The extant literature has not examined the conditions that govern integrative and exclusionary reactions to cultural hybrid products with sufficient detail. Within an emerging-market setting, this ...

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Enhancing Consumer Attitude Toward Culturally Mixed Symbolic Products from Foreign Global Brands in an Emerging-Market Setting: The Role of Cultural Respect

1. The Importance of Cultural Literacy in Marketing 2. What Is Culture? 3. Cultural Variations in Consumption Patterns 4. Size Matters! Ecology, Culture and Consumption 5. Within-Cultural Variations 6. When Do Consumers Behave Culturally? 7. Conclusions and Future Directions

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Culture and Consumer Behavior

Global brands encounter either resistance or acceptance from Asian markets. Resistance from local consumers has limited the benefits global brands gain from globalization, as local consumers may resist by isolating, rejecting, or crowding out foreign businesses. To enhance local consumer acceptance of foreign brands, I propose a new marketing communication strategy called “cultural politeness.” Cultural politeness principles are applicable when local consumers discern the intention of a foreign brand engaging the local culture (i.e., intercultural context) (Study 1). The scale of cultural politeness is developed and validated (Studies 1 and 2). Exploring this newly developed concept, I find that including a local cultural symbol in a foreign brand’s marketing communication may induce negative evaluation of the brand. However, when this practice is accompanied by a potentially respectful message, local consumers perceive cultural politeness in the communication, which in turn enhances brand evaluation (Study 3). The influence of cultural politeness on increased evaluations of foreign brands is found in both Indian and American cultures (Study 4). However, the positive influences of cultural politeness on the evaluation of marketing communication decrease when local consumers perceive the global brand to be a “local” brand (Study 5). In addition, several cultural politeness strategies in marketing communication are examined in Study 6. The present results demonstrate the importance of cultural politeness in global marketing communication.

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Dongmei. Li

Papers

Cultural Politeness in International Marketing