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The Behavioural Homogeneity Evaluation Framework: multi-level evaluations of consumer involvement in international segmentation

Author

Listed:
  • Amanda J Broderick

    (Aston Business School, Aston University, Birmingham, UK)

  • Gordon E Greenley

    (Aston Business School, Aston University, Birmingham, UK)

  • Rene Dentiste Mueller

    (University and College of Charleston, Charleston, South Carolina, USA)

Abstract

This paper presents a generic strategic framework of alternative international marketing strategies and market segmentation based on intra- and inter-cultural behavioural homogeneity. Consumer involvement (CI) is proposed as a pivotal construct to capture behavioural homogeneity, for the identification of market segments. Results from a five-country study demonstrate how the strategic framework can be valuable in managerial decision-making. First, there is evidence for the cultural invariance of the measurement of CI, allowing a true comparison of inter- and intra-cultural behavioural homogeneity. Second, CI influences purchase behaviour, and its evaluation provides a rich source of information for responsive market segmentation. Finally, a decomposition of behavioural variance suggests that national-cultural environment and nationally transcendent variables explain differences in behaviour. The Behavioural Homogeneity Evaluation Framework therefore suggests appropriate international marketing strategies, providing practical guidance for implementing involvement-contingent strategies. Journal of International Business Studies (2007) 38, 746–763. doi:10.1057/palgrave.jibs.8400296

Suggested Citation

  • Amanda J Broderick & Gordon E Greenley & Rene Dentiste Mueller, 2007. "The Behavioural Homogeneity Evaluation Framework: multi-level evaluations of consumer involvement in international segmentation," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 38(5), pages 746-763, September.
    • Handle: RePEc:pal:jintbs:v:38:y:2007:i:5:p:746-763
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    Citations

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    Cited by:

    1. Zolfagharian, Mohammadali & Ulusoy, Ebru, 2017. "Inter-Generational Pendula (IGP): Toward a theory of immigrant identity, materialism and religiosity," International Journal of Research in Marketing, Elsevier, vol. 34(3), pages 678-693.
    2. Beugelsdijk, Sjoerd & Slangen, Arjen & Maseland, Robbert & Onrust, Marjolijn, 2014. "The impact of home–host cultural distance on foreign affiliate sales: The moderating role of cultural variation within host countries," Journal of Business Research, Elsevier, vol. 67(8), pages 1638-1646.
    3. Messner, Wolfgang, 2022. "Cultural Heterozygosity: Towards a New Measure of Within-Country Cultural Diversity," Journal of World Business, Elsevier, vol. 57(4).
    4. Tatiana Kostova & Sjoerd Beugelsdijk, 2021. "Integrating Diversity into Distance Research for Added Rigor, Parsimony, and Relevance," Journal of Management Studies, Wiley Blackwell, vol. 58(6), pages 1669-1689, September.
    5. Messner, Wolfgang, 2022. "Advancing our understanding of cultural heterogeneity with unsupervised machine learning," Journal of International Management, Elsevier, vol. 28(2).
    6. Siqueira, Ana Cristina O. & Priem, Richard L. & Parente, Ronaldo C., 2015. "Demand-side Perspectives in International Business: Themes and Future Directions," Journal of International Management, Elsevier, vol. 21(4), pages 261-266.
    7. Pookulangara, Sanjukta & Koesler, Kristian, 2011. "Cultural influence on consumers' usage of social networks and its' impact on online purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 18(4), pages 348-354.

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