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Global media, local metaphor: Television shopping and marketing-as-relationship in America, Japan, and Taiwan

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  • Warden, Clyde A.
  • Huang, Stephen Chi-Tsun
  • Liu, Tsung-Chi
  • Wu, Wann-Yih

Abstract

Rapid acceptance of the relationship paradigm, within marketing, is in no small part due to the powerful metaphor of marketing-as-relationship. Through observation of localized television home shopping (THS), with its intensive use of communication between salesperson and customer, we examine how local meanings of relationship marketing are abstracted to their constituent values for broadcast over television, extending the metaphor of marketing-as-relationship to more accurately reflect differing values among American, Japanese, and Chinese retailing cultures. Combining observations with historical records, and ethnographic data, we propose culturally specific shopping relationship metaphors that help managers quickly understanding core local values of retailing.

Suggested Citation

  • Warden, Clyde A. & Huang, Stephen Chi-Tsun & Liu, Tsung-Chi & Wu, Wann-Yih, 2008. "Global media, local metaphor: Television shopping and marketing-as-relationship in America, Japan, and Taiwan," Journal of Retailing, Elsevier, vol. 84(1), pages 119-129.
    • Handle: RePEc:eee:jouret:v:84:y:2008:i:1:p:119-129
    DOI: 10.1016/j.jretai.2007.09.002
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    References listed on IDEAS

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    Cited by:

    1. Aggarwal, Praveen & Vaidyanathan, Rajiv & Venkatesh, Alladi, 2009. "Using Lexical Semantic Analysis to Derive Online Brand Positions: An Application to Retail Marketing Research," Journal of Retailing, Elsevier, vol. 85(2), pages 145-158.
    2. Dant, Rajiv P. & Brown, James R., 2008. "Bridging the B2C and B2B Research Divide: The Domain of Retailing Literature," Journal of Retailing, Elsevier, vol. 84(4), pages 371-397.
    3. Brown, James R. & Dant, Rajiv P., 2009. "The Theoretical Domains of Retailing Research: A Retrospective," Journal of Retailing, Elsevier, vol. 85(2), pages 113-128.
    4. Breazeale, Michael & Ponder, Nicole, 2013. "Get the picture? Visual servicescapes and self-image congruity," Journal of Business Research, Elsevier, vol. 66(7), pages 839-846.
    5. Grewal, Dhruv & Levy, Michael & Kumar, V., 2009. "Customer Experience Management in Retailing: An Organizing Framework," Journal of Retailing, Elsevier, vol. 85(1), pages 1-14.
    6. Nai-Hua Chen & Stephen Huang & Shih-Tung Shu & Tung-Sheng Wang, 2013. "Market segmentation, service quality, and overall satisfaction: self-organizing map and structural equation modeling methods," Quality & Quantity: International Journal of Methodology, Springer, vol. 47(2), pages 969-987, February.

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