Internationalization of Cultural Products from South to North: Antecedents and Outcomes

Neto, Alexandre Rabêlo; Filho, José Milton de Sousa; Ogasavara, Mário Henrique

doi:10.1080/08961530.2019.1576151

Cited by 5 publications

(22 citation statements)

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“…Cyr's (2008) study on the relationship between website trust and e-loyalty, found that there is not much evidence and there are great differences between countries and cultures when it comes to online purchasing -even though cultural variations influence website design, trustbuilding on the Internet can be regarded as a global phenomenon. Rabêlo Neto, de Sousa-Filho, and Ogasavara (2019) also stress the need for studies with samples that include a large number of countries. To follow up on the idea that many (including resource-constrained) firms act on a global market, this paper studies e-commerce from an international point of view, focusing on the antecedents of purchase intent with a crossnational dataset.…”

Section: Introductionmentioning

confidence: 99%

Digitalization and International Online Sales: Antecedents of Purchase Intent

Lindh

Nordman

Hånell

et al. 2020

Journal of International Consumer Marketing

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This paper seeks to contribute to the literature on consumers' online purchasing behavior as an international phenomenon. Specifically, to address consumers' Internet skills, website perceived ease of use, and website trust as antecedents of purchase intent. With a crossnational dataset of 788 consumers from different countries, five hypotheses are tested, and a model is suggested. The findings highlight that consumers' Internet skills and website perceived ease of use positively impact purchase intent. Interestingly, trust in the website does not. To overcome the cases where consumers feel a lack of trust, this study highlights the need for website usability and adapting to consumers' Internet skills. The findings also illustrate that online shopping is a global phenomenon, a finding that was made possible by analyzing a large international dataset. Future studies can benefit from an online international purchasing approach, which takes the internationality of consumers' purchasing into account. KEYWORDS

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Section: Introductionmentioning

confidence: 99%

Digitalization and International Online Sales: Antecedents of Purchase Intent

Lindh

Nordman

Hånell

et al. 2020

Journal of International Consumer Marketing

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“…Rabelo Neto et al (2019) point out that the preference has a direct effect on the internationalization of cultural products, as the information and association generated from preference is a significant factor for the internationalization of Brazilian cultural products and to Brazilian soft power (Mossberg and Kleppe, 2005). Therefore, considering that soft power is related to information about culture, education, gastronomy, nature and landscape, music, architecture, entertainment, lifestyle, identity, political system and government policies (Nye, 2004, 2011), we suggest that this construct (soft power) may also intensify the relationship between preference and internationalization of Brazilian cultural products.…”

Section: Theoretical Backgrounds and Hhmentioning

confidence: 99%

“…beauty, excitement, fantasy, mystique, prestige, etc. of natural resources, should be important features to be taken into consideration in national cultural policies (Rabelo Neto et al , 2019).…”

Section: Theoretical and Practical Contributionsmentioning

confidence: 99%

“…The analysis of the moderating effects of soft power (ideological and cultural influence) on the influence of cosmopolitanism on the internationalization of cultural products, even if indirectly, may also be seen as a contribution of this study because marketing research has ignored this focus (Parts, 2013). Yet, another specific theoretical contribution of this paper is the discussion about the influence of cultural products from an emerging market to a developed country considering the South-North perspective (Rabelo Neto et al , 2019).…”

Section: Introductionmentioning

confidence: 99%

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Internationalization of culture and soft power

Neto

Filho

Lima

2021

EBR

Self Cite

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Purpose This study aims to investigate the moderating effect of soft power on the relationships between affinity toward country, country image, cosmopolitanism and preference on the internationalization of Brazilian cultural products. Design/methodology/approach This survey used data collected from a non-probabilistic sample of 478 Portuguese respondents, which was further analyzed using the partial least squares technique. Findings Affinity related to Brazil, the image of Brazil and cosmopolitanism influenced preference, and this, in turn, influenced the internationalization of Brazilian cultural products. Soft power moderated the relationships between cosmopolitanism and preference, country image and preference and preference and internationalization of cultural products. Research limitations/implications This study focuses on the internationalization of a cultural product from one particular emerging economy (Brazil) to a specific developed economy (Portugal). Thus, the findings are bound to this specific context. However, it contributes to the field of international marketing research by concentrating on the moderating effects of soft power in the relationship between the investigated constructs. Practical implications In the case of Brazilian cultural products, i.e. music, emphases on Brazilian unique resources, i.e. the beauty, excitement, fantasy, mystique, prestige, etc. of natural resources, may be important features to be taken into consideration in national cultural policies. Originality/value The study contributes to the international marketing and consumer behavior literature by showing that consumer preference, affinity toward country and cosmopolitanism are important antecedents of the internationalization of cultural products.

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“…For example, there are different opinions on the purely affective nature of this concept (Oberecker & Diamantopoulos, 2011; Oberecker et al, 2008) or the consideration of a dual cognitive‐affective nature (Nes et al, 2014). Furthermore, the literature is not unanimous on the dimensionality of consumer affinity—see, for example, unidimensional (e.g., Moraes & Strehlau, 2020; Papadopoulos et al, 2017) versus multidimensional approaches (e.g., Halim & Zulkarnain, 2017; Oberecker & Diamantopoulos, 2011; Rabêlo‐Neto et al, 2019)—and the number and characteristics of the dimensions (e.g., Asseraf & Shoham, 2016; Kock et al, 2019; Nes et al, 2014). Moreover, there is a lack of agreement on the relationship of affinity with other variables, such as product judgment (Fazli‐Salehi et al, 2021) or country image (Rabêlo‐Neto et al, 2019).…”

Section: Introductionmentioning

confidence: 99%

Understanding the origin and evolution of affinity as a multidisciplinary concept: A conceptual approach to consumer affinity

Serrano‐Arcos

Sánchez‐Fernández

Mesa

et al. 2022

Psychology and Marketing

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The use of the term affinity has been gradually spreading in several disciplines from multiple viewpoints. Among all these approaches, the concept of consumer affinity, which explains how consumers' positive dispositions toward a particular foreign country affect their purchase decisions of products from that origin, has recently emerged in the marketing discipline. In addition to the scarcity of theoretical and empirical studies on this concept, the marketing literature lacks a systematic review detailing the origin, evolution, and relevance of this notion and the remaining gaps to be investigated in this field. This study aims to examine the complex nature of consumer affinity and the difficulties that arise in its analysis at a conceptual and methodological level to examine its nature, characteristics, dimensionality, and relationship with other variables. To this end, through a systematic review using the PRISMA protocol, this study provides an integrated framework of the existing literature, analyzing the etymological origin and conceptual foundations of consumer affinity, its publication trajectory, and the main contributions to its study. Finally, this paper provides a roadmap for future research based on the convergences, inconsistencies, and knowledge gaps identified in the literature.

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Internationalization of Cultural Products from South to North: Antecedents and Outcomes

Cited by 5 publications

References 50 publications

Digitalization and International Online Sales: Antecedents of Purchase Intent

Digitalization and International Online Sales: Antecedents of Purchase Intent

Internationalization of culture and soft power

Understanding the origin and evolution of affinity as a multidisciplinary concept: A conceptual approach to consumer affinity

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