Search results for "cross-cultural analysis"
showing 3 items of 3 documents
Exploring Integrated Marketing Communications, Brand Awareness, and Brand Image in Hospitality Marketing: A Cross-Cultural Approach
2016
Purpose – The purpose of this paper is to assess customer perceptions of integration of marketing communications, brand awareness, and brand image in hospitality. Moreover, cross-cultural differences are considered when evaluating all the concepts, since national culture can have a considerable impact on customer behavior. Design/Methodology/Approach – After a literature review of the examined concepts, the results of an empirical study are presented and discussed. The empirical investigation was carried out by approaching 475 guests of upscale Croatian hotels. The SPSS software was employed for data analysis. Findings and implications – The results indicate that hotel guests assessed integ…
The Role of Reputation on Trust and Loyalty : A Cross-Cultural Analysis of Tablet E-Tailing
2018
The purpose of this article is to empirically examine the role of online retailer's website reputation on tablet commerce and to compare the trust arbitration between reputation and loyalty in two cultures - Finland and Nigeria. Data was collected from Finland and Nigeria, using purposive and snowball sampling methods. This article uses Structural Equation Modelling and mediation analysis. The results reveal that the reputation of online retailer's website is not a direct determinant of loyalty for online shopping while trust colligates with ease of use. The effect of an online retailer's website reputation is stronger in Nigeria than in Finland and trust is a strong predictor of ease of us…
A cross-cultural examination of fat women’s experiences: Stigma and gender in North American and Finnish culture
2019
In this manuscript, the voices of women of size in North America and Finland indicate that there is a shared experience of being fat. Based on cross-cultural analysis of our respective empirical findings, we argue that there is a shared Western fat lived experience that perpetuates a stigmatized gendered landscape of living with a fat body. The emergent themes tended to revolve around two similar contradictions—the phenomenon of hyper(in)visibility and a belief their fatness is a temporary or liminal state—both of which lead to an internalization of fat hatred. We argue that these findings stem from the tremendous stigma and mistreatment that both samples of women face in their daily lives.…