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Assessing cross-cultural marketing theory and research

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  • Engelen, Andreas
  • Brettel, Malte
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    Abstract

    A content analysis of 99 articles focuses on the comparative cross-cultural marketing research in 14 leading marketing and business journals from 1990 to 2008. The content analysis indicates strong growth in cross-cultural studies, especially in terms of studies on consumer attitudes and behavior and on promotion-related topics. This study classifies articles according to a series of conceptual (e.g., cultural dimensions employed in the study) and methodological (e.g., use of analytical technique) criteria. Although researchers have advanced in both conceptual and methodological respects, the studies still focus strongly on the dimensions from Hofstede (2001); methodologically, the dominance of two-country studies is problematic. Further, survey data from North America and Europe and researchers based and trained in North America and Europe are still dominant in the research field.

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    File URL: http://www.sciencedirect.com/science/article/B6V7S-504C9F0-1/2/0e427660d46b7246dbd64a30d4908a86
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    Bibliographic Info

    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 64 (2011)
    Issue (Month): 5 (May)
    Pages: 516-523

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    Handle: RePEc:eee:jbrese:v:64:y:2011:i:5:p:516-523

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    Web page: http://www.elsevier.com/locate/jbusres

    Related research

    Keywords: Cross-cultural research Cross-cultural marketing Cultural dimensions Literature review Content analysis;

    References

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    1. Alokparna Basu Monga & Deborah Roedder John, 2007. "Cultural Differences in Brand Extension Evaluation: The Influence of Analytic versus Holistic Thinking," Journal of Consumer Research, University of Chicago Press, vol. 33(4), pages 529-536, December.
    2. Nakata, Cheryl & Huang, Yili, 2005. "Progress and promise: the last decade of international marketing research," Journal of Business Research, Elsevier, vol. 58(5), pages 611-618, May.
    3. David A Ralston & David H Holt & Robert H Terpstra & Yu Kai-Cheng, 2008. "The impact of national culture and economic ideology on managerial work values: a study of the United States, Russia, Japan, and China," Journal of International Business Studies, Palgrave Macmillan, vol. 39(1), pages 8-26, January.
    4. G Tomas M Hult & David J Ketchen & David A Griffith & Carol A Finnegan & Tracy Gonzalez-Padron & Nukhet Harmancioglu & Ying Huang & M Berk Talay & S Tamer Cavusgil, 2008. "Data equivalence in cross-cultural international business research: assessment and guidelines," Journal of International Business Studies, Palgrave Macmillan, vol. 39(6), pages 1027-1044, September.
    5. Durvasula, Srinivas, et al, 1993. " Assessing the Cross-National Applicability of Consumer Behavior Models: A Model of Attitude toward Advertising in General," Journal of Consumer Research, University of Chicago Press, vol. 19(4), pages 626-36, March.
    6. Aaker, Jennifer L & Williams, Patti, 1998. " Empathy versus Pride: The Influence of Emotional Appeals across Cultures," Journal of Consumer Research, University of Chicago Press, vol. 25(3), pages 241-61, December.
    7. Kwok Leung & Rabi S Bhagat & Nancy R Buchan & Miriam Erez & Cristina B Gibson, 2005. "Culture and international business: recent advances and their implications for future research," Journal of International Business Studies, Palgrave Macmillan, vol. 36(4), pages 357-378, July.
    8. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. " Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, University of Chicago Press, vol. 25(1), pages 78-90, June.
    9. Lenartowicz, Tomasz & Johnson, James P. & White, Carolyn T., 2003. "The neglect of intracountry cultural variation in international management research," Journal of Business Research, Elsevier, vol. 56(12), pages 999-1008, December.
    10. Nancy J Adler, 1983. "A Typology of Management Studies Involving Culture," Journal of International Business Studies, Palgrave Macmillan, vol. 14(2), pages 29-47, June.
    11. R Bruce Money & John L Graham, 1999. "Salesperson Performance, Pay, and Job Satisfaction: Tests of a Model Using Data Collected in the United States and Japan," Journal of International Business Studies, Palgrave Macmillan, vol. 30(1), pages 149-172, March.
    12. John, George & Weitz, Barton A, 1988. "Forward Integration into Distribution: An Empirical Test of Transaction Cost Analysis," Journal of Law, Economics and Organization, Oxford University Press, vol. 4(2), pages 337-55, Fall.
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