Journal of Global Marketing 

About: Journal of Global Marketing is an academic journal published by Haworth Press. The journal publishes majorly in the area(s): Marketing management & Context (language use). It has an ISSN identifier of 0891-1762. Over the lifetime, 746 publications have been published receiving 15044 citations. The journal is also known as: Global Marketing & Global marketing.

Electronic Word-of-Mouth in Social Networking Sites: A Cross-Cultural Study of the United States and China

Abstract: Understanding electronic word-of-mouth (eWOM) in social networking sites (SNSs) is crucial as consumers have potential to reach global audiences quickly and easily. This article presents the first cross-cultural study on eWOM in SNSs by examining social relationship variables between the United States and China. Specifically, social capital, tie strength, trust, and interpersonal influence were examined as potential predictors of eWOM communication in the emerging online social channels. The results suggest that national culture plays a significant factor that affects consumers’ engagement in eWOM in SNSs in the two countries. Theoretical and managerial implications for global Internet marketers were presented and discussed.

Marketing-Mix Standardization : Determinants of Export Performance

Abstract: The increasing globalization of worl markets has made international marketing strategy more important than ever. Unfortunately, research about it has tended to use simple measures of performance and a limited set of explanatory strategy variables. The research reported here identifies strategies that lead to export performance. It includes a more comprehensive set of explanatory variables than previous studies and evaluates the reliability and validity of these measures. Research hypotheses are tested by data generated from a mail survey and in-depth interviews. Export performance is seen as an outcome of standardizing or adapting marketing strategies. Empirical results and s synthesis of in-depth interviews support some research hypotheses. The findings are used to generate a number of managerial implications in the context of international marketing strategy.

The Effect of Brand Credibility on Consumers’ Brand Purchase Intention in Emerging Economies: The Moderating Role of Brand Awareness and Brand Image

Abstract: This study investigates the impact of brand credibility, composed of trustworthiness, expertise, and attractiveness, on consumers' brand purchase intention in emerging economies, focusing specifically on China's automobile industry. We propose that brand awareness and brand image play a moderating role in this relationship. Results reveal that brand credibility exerts a positive influence on consumers' brand purchase intention. Brand image and brand awareness are found to positively mod- erate the relationship between brand credibility and consumers' brand purchase intention. Implications concerning both research and managerial practices are offered.

Market Orientation: A Replication, Cross-National Comparison, and Extension

Abstract: The business-performance-consequences of market orientation are a central topic in marketing. However, previous research outside of North America has utilized a wide variety of operational and conceptual definitions of performance, producing an equivocal set of findings. In this study, we propose a four dimensional framework for business performance, theoretically integrate the findings from past studies within this framework, empirically establish a relation between market orientation and business performance in a non-North American context: Israel, and discuss potential similarities and differences across nations. Thus, this paper replicates and extends the seminal work of previous examinations of market orientation (e.g., Deshpande, Farley, and Webster 1993; Kohli and Jaworski 1990; Narver and Slater 1990).

An Explorative Study of Korean Consumer Participation in Virtual Brand Communities in Social Network Sites

Abstract: The importance of virtual brand communities in social network sites has received increasing attention from both academia and industry. In surveying a sample of 333 virtual brand community members in Korean social network sites, the current study provides a baseline understanding of the antecedents and consequences of virtual brand communities. The findings here suggest that members of brand communities have six primary social and psychological motives for engaging in virtual community activities: interpersonal utility, brand loyalty, entertainment seeking, information seeking, incentive seeking, and convenience seeking. Our findings also indicate that members of consumer versus marketer-generated brand communities show both similarities and differences in terms of the extent of community participation and the levels of community commitment, satisfaction, and future intention. Our findings provide useful managerial implications for marketers who want to tap into the huge communication potential of...