Although uncertainty avoidance is identified as an important concept for understanding intrapreneurial intentions, empirical findings have not been consistent in portraying a broader picture of how uncertainty avoidance shapes intrapreneurial intentions. This study bridges this gap through a four-level conceptual model of the role of uncertainty avoidance in the formation of employees’ intrapreneurial intentions, differentiating among unit- and country-level uncertainty avoidance. Using the established relationship between behavioral control and intentions, we consider how employee creativity and self-efficacy influence intrapreneurial intentions. Following the person-environment fit paradigm and the resulting fit traditions of complementarity and supplementarity, we narrow in on how these processes operate within specific (stimulating or inhibiting) cultural settings in terms of uncertainty avoidance at both the unit and country levels. Using data from 787 employees on the first level nested into 73 units on the second level, 19 organizations on the third level, and eight countries on the fourth level, study shows evidence for a beneficial interplay between unit-level uncertainty avoidance and creativity or self-efficacy when there is a supplementary or complementarity fit. The interplay between behavioral and contextual factors is negative, however, when neither type of fit applies. Finally, country-level uncertainty avoidance seems to be irrelevant to intrapreneurial intentions.

Abstract Contributing to the research on sustainable consumption, we propose a conceptual framework for examining the antecedents of two forms of sustainable consumption behavior of young adults—namely, pro-environmental and pro-social consumption behavior. The theory-driven conceptual framework presented and tested in this study is focused on consumer engagement. Determined by self-identity and consumer values, the pro-environmental and pro-social consumer engagement of young adults was expected to enhance their pro-environmental and pro-social consumption behavior. In addition, we investigated how young adults' emotional intelligence moderates the strength of the effect of engagement on behavior. Based on data obtained from two countries, analyzed through structural equation modeling, our results show that pro-environmental engagement and pro-social engagement are significant predictors of young adults' pro-environmental and pro-social consumption behavior. Emotional intelligence boosts the effect of engagement on pro-environmental and pro-social consumption behavior, and it has a significant direct effect on pro-environmental behavior.

Abstract Drawing on international branding literature and stereotyping research, the current study seeks to answer the following research questions: (1) do consumers' perceptions of brand globalness/localness influence their stereotypical assessments of brands in terms of their warmth and competence, and (2) do these stereotypical dimensions impact consumer-brand identification and, through it, purchase intentions and brand ownership? The proposed conceptual model is tested using data from two countries (Austria: N = 243; Bosnia & Herzegovina: N = 95) and seven global brands from different product categories. The findings reveal that perceived brand globalness and localness indeed influence the content of brand stereotypes by impacting consumers' assessments of warmth and competence. Brand warmth is revealed to be the key driver of consumer-brand identification which, in turn, stimulates purchase intentions and brand ownership. Brand competence is not significantly related to consumer-brand identification (across both studies), indicating that not all dimensions of stereotype content are relevant for the consumer-brand relationship.

Abstract Building on the limited literature on consumer xenocentrism, this study investigates the route through which the construct impacts consumers' purchase intentions for (a) domestic, (b) foreign genuine, and (c) foreign counterfeit brands, while controlling for product category effects and the impact of consumer ethnocentrism and cosmopolitanism. Drawing on system justification theory and based on a sample of Russian consumers (N = 262), it is shown that a serial mediation model, with product-country image and brand attitudes as intervening variables, effectively describes the route through which consumer xenocentrism (a) positively influences intentions to buy genuine foreign brands, and (b) negatively influences purchase intentions for domestic brands. These effects of consumer xenocentrism are observed over and above the influences of ethnocentrism and cosmopolitanism and after controlling for brand familiarity, price sensitivity and product category involvement. The results also show that xenocentrism is not able to explain consumers' willingness to buy (foreign) counterfeit brands.

Although prior research is congested with constructs intended to capture consumers’ dispositions toward globalization and global/local products, their effects appear to replicate with difficulty, and little is known about the underlying theoretical mechanisms. This investigation revisits the relationship between prominent consumer dispositions (consumer ethnocentrism, cosmopolitanism, global/local identity, globalization attitude) and perceived brand globalness as determinants of consumer responses to global brands. Drawing on selective perception and social identity theories, the authors consider several theory-based model specifications that reflect alternative mechanisms through which key consumer dispositions relate to brand globalness and affect important brand-related outcomes. By employing a flexible model that simultaneously accounts for moderating, mediating, conditional, and direct effects, we empirically test these rival model specifications. A meta-analysis of 264 effect sizes obtained from 13 studies with 23 unique data sets and a total sample of 1,410 consumers raises concerns regarding the (potentially overstated) utility of consumer dispositions for explaining consumer responses to global brands. It also reveals a need for further conceptual contemplation of their function in international consumer research and managerial practice.

Learning outcomes The teaching objectives of the case study are to provide students with an understanding of how strategic marketing tools are applied in an international marketing context and how brands, especially brands that come from emerging markets, are introduced and managed within modern versus traditional trade (e.g. ethnic shops). Case overview/synopsis This case illustrates the challenges and opportunities related to the introduction of a brand to a new market wherein the product (traditional coffee), although part of a very well-developed product category (coffee), may have been new to consumers in the new market. The brand itself, Zlatna džezva, is a flagship brand in its home country (Bosnia and Herzegovina) within a developing market. However, both the brand and the traditional coffee experience are relatively unknown to other markets. The case study focuses on Vispak’s CEO and CMO who are contemplating their next business move in the new market. Finally, the Dutch market and consumers are presented to facilitate the process of segmentation, targeting and positioning for students. The case study concludes with a task and dilemma for managers of the company. Complexity academic level This case could be used in a variety of undergraduate level classes, depending on what the instructor wishes to emphasize. The authors use the case for following courses: principles of marketing, marketing management and international marketing. In all courses, the case is allowing students to obtain the greater overview of the scope of the strategic marketing decision-making. Before starting with case analysis, students should have some familiarity with central marketing issues and concepts, specifically related to analysis of environment, segmentation-targeting-positioning, product and brand management. Supplementary materials Teaching Notes are available for educators only. Please contact your library to gain login details or email support@emeraldinsight.com to request teaching notes. Subject code CSS: 8: Marketing.

PurposeMarketing accountability is currently receiving increased attention from scholars and practitioners alike, with its usage mostly being linked to the improved position of marketing within the firm and to better firm performance. The purpose of this study is to assess whether a supplier’s marketing accountability also has an unobserved signaling effect on customer perceived value.Design/methodology/approachBased on a survey of advertising agency-client dyads, the authors develop and test a multilevel model that assesses the relationship between the supplier’s marketing accountability and perceived value of the client.FindingsEmpirical results indicate that marketing accountability of the agency is positively related to client-firm perceived value, that is marketing accountability also has a positive signaling effect on customers’ value perceptions.Originality/valueThis study provides novel insights on how perceptions of customer value are created in business relationships. More specifically, it highlights that marketing accountability of a supplier positively contributes to shaping clients’ value perceptions. Implications for marketing theory and practice, focused on the need for building, improving and sustaining marketing accountability within the firm and its relevance for value, are discussed and future research directions are identified.

Purpose – The purpose of this paper is twofold: (1) to assess importance-performance analysis (IPA) and service performance (SERVPERF) conceptualizations of service quality, and to establish which one excels in predicting the tourists' satisfaction in hotel industry; and (2) to test the mediating role of satisfaction between quality conceptualization and hotel guests’ repurchase intentions and word of mouth recommendations regarding the hotel. Design – A conceptual framework was empirically tested on a sample of 311 tourists staying in six hotels in Sarajevo (Bosnia and Herzegovina), which is a tourist destination with increased relevance internationally. Methodology – Covariance-based structural equation modeling was used to estimate the model. Approach – Two conceptualizations were firstly estimated separately then they were contrasted and compared. Findings – The results showed a slight superiority of the IPA conceptualization over that of SERVPERF in predicting satisfaction and in affecting customer attitudinal and behavioral outcomes. This study also confirms the vital mediating role of satisfaction on customer outcomes. Originality of the research – This study utilizes and compares two relevant conceptualizations of hotel service quality and is based on a conceptual framework that establishes which one is better for predicting tourists’ behavioral outcomes. The study is of practical relevance since it gives suggestions on tools that should be used by hotel managers in assessing the quality perceived by their guests.

Abstract The purpose of this study is to examine links between, on the one hand, employee satisfaction, loyalty and performance, and on the other, the relationship between customer satisfaction and loyalty, as well as their inter-relationship. We conducted a study with employees (53 employees) and students (262 students) across seven departments of a private university in a developing European country. In order to test the cross-level effects of employee-level constructs on student-level constructs, a multilevel analysis was conducted using hierarchical linear modeling. The results confirmed the positive effect of employee satisfaction on employee loyalty and employee performance, but not the impact of the employees’ loyalty on their performances. At the same time, the results showed that students’ satisfaction was positively related to loyalty. Finally, the results showed that, unlike employee performance, employee loyalty at the level of the department had a positive and significant impact on the students’ loyalty and also enhanced the effect of students’ satisfaction on student loyalty.