IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v167y2023ics0148296323005507.html
   My bibliography  Save this article

Fit or misfit of culture in marketing communication? Development of the culture-ladenness fit index

Author

Listed:
  • Bartikowski, Boris
  • Richard, Marie-Odile
  • Gierl, Heribert

Abstract

We introduce culture-ladenness fit (CLF) in marketing communication as a new semantic memory concept and the CLF index as a new tool to measure the effectiveness of culture-laden marketing communication. Culture-ladenness is how much cultural representation consumers perceive in communication, and the CLF index measures how well culture-laden communication aligns with four mental categories against which consumers evaluate fit: (1) the product category, (2) target consumers, (3) the brand image, and (4) the image of the brand’s strategic partners. We report three empirical studies that develop and validate the CLF index using twelve items for a long version (study 1 and 2) and four items for a short version (study 3) of the index measure. The CLF index is a viable tool that marketers can use as a key performance indicator (KPI) to measure and control the marketing effectiveness of culture-laden marketing communication.

Suggested Citation

  • Bartikowski, Boris & Richard, Marie-Odile & Gierl, Heribert, 2023. "Fit or misfit of culture in marketing communication? Development of the culture-ladenness fit index," Journal of Business Research, Elsevier, vol. 167(C).
    • Handle: RePEc:eee:jbrese:v:167:y:2023:i:c:s0148296323005507
    DOI: 10.1016/j.jbusres.2023.114191
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296323005507
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2023.114191?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Nick Lee & John W. Cadogan & Laura Chamberlain, 2013. "The MIMIC model and formative variables: problems and solutions," AMS Review, Springer;Academy of Marketing Science, vol. 3(1), pages 3-17, March.
    2. Raghuram Iyengar & Christophe Van den Bulte & Thomas W. Valente, 2011. "Opinion Leadership and Social Contagion in New Product Diffusion," Marketing Science, INFORMS, vol. 30(2), pages 195-212, 03-04.
    3. Wilcox, James B. & Howell, Roy D. & Breivik, Einar, 2008. "Questions about formative measurement," Journal of Business Research, Elsevier, vol. 61(12), pages 1219-1228, December.
    4. Bartikowski, Boris & Gierl, Heribert & Richard, Marie-Odile & Fastoso, Fernando, 2022. "Multiple mental categorizations of culture-laden website design," Journal of Business Research, Elsevier, vol. 141(C), pages 40-49.
    5. Diamantopoulos, Adamantios & Riefler, Petra & Roth, Katharina P., 2008. "Advancing formative measurement models," Journal of Business Research, Elsevier, vol. 61(12), pages 1203-1218, December.
    6. Bigne, Enrique & Chatzipanagiotou, Kalliopi & Ruiz, Carla, 2020. "Pictorial content, sequence of conflicting online reviews and consumer decision-making: The stimulus-organism-response model revisited," Journal of Business Research, Elsevier, vol. 115(C), pages 403-416.
    7. Stefan F. Bernritter & Paul E. Ketelaar & Francesca Sotgiu, 2021. "Behaviorally targeted location-based mobile marketing," Journal of the Academy of Marketing Science, Springer, vol. 49(4), pages 677-702, July.
    8. Kenneth Bollen, 1984. "Multiple indicators: Internal consistency or no necessary relationship?," Quality & Quantity: International Journal of Methodology, Springer, vol. 18(4), pages 377-385, August.
    9. Cadogan, John W. & Souchon, Anne L. & Procter, David B., 2008. "The quality of market-oriented behaviors: Formative index construction," Journal of Business Research, Elsevier, vol. 61(12), pages 1263-1277, December.
    10. Meyers-Levy, Joan & Tybout, Alice M, 1989. "Schema Congruity as a Basis for Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 39-54, June.
    11. Bartikowski, Boris & Singh, Nitish, 2014. "Should all firms adapt websites to international audiences?," Journal of Business Research, Elsevier, vol. 67(3), pages 246-252.
    12. Boris Bartikowski & Fernando Fastoso & Heribert Gierl, 2021. "How Nationalistic Appeals Affect Foreign Luxury Brand Reputation: A Study of Ambivalent Effects," Journal of Business Ethics, Springer, vol. 169(2), pages 261-277, March.
    13. Herr, Paul M, 1989. "Priming Price: Prior Knowledge and Context Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 16(1), pages 67-75, June.
    14. Novak, Thomas P & MacEvoy, Bruce, 1990. "On Comparing Alternative Segmentation Schemes: The List of Values (LOV) and Values and Life Styles (VALS)," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(1), pages 105-109, June.
    15. Belk, Russell W, 1988. "Possessions and the Extended Self," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 139-168, September.
    16. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    17. Baumgartner, Hans & Weijters, Bert, 2019. "Measurement in Marketing," Foundations and Trends(R) in Marketing, now publishers, vol. 12(4), pages 278–400-2, December.
    18. Mark Cleveland & Fabian Bartsch, 2019. "Global consumer culture: epistemology and ontology," Post-Print hal-02110808, HAL.
    19. Cadogan, John W. & Lee, Nick, 2013. "Improper use of endogenous formative variables," Journal of Business Research, Elsevier, vol. 66(2), pages 233-241.
    20. Cleveland, Mark & Rojas-Méndez, José I. & Laroche, Michel & Papadopoulos, Nicolas, 2016. "Identity, culture, dispositions and behavior: A cross-national examination of globalization and culture change," Journal of Business Research, Elsevier, vol. 69(3), pages 1090-1102.
    21. Yoo, Changjo & MacInnis, Deborah, 2005. "The brand attitude formation process of emotional and informational ads," Journal of Business Research, Elsevier, vol. 58(10), pages 1397-1406, October.
    22. Oded Shenkar, 2012. "Cultural distance revisited: Towards a more rigorous conceptualization and measurement of cultural differences," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 43(1), pages 1-11, January.
    23. Ruiz, David Martín & Gremler, Dwayne D. & Washburn, Judith H. & Carrión, Gabriel Cepeda, 2008. "Service value revisited: Specifying a higher-order, formative measure," Journal of Business Research, Elsevier, vol. 61(12), pages 1278-1291, December.
    24. Bruhn, Manfred & Georgi, Dominik & Hadwich, Karsten, 2008. "Customer equity management as formative second-order construct," Journal of Business Research, Elsevier, vol. 61(12), pages 1292-1301, December.
    25. Cleveland, Mark & Bartikowski, Boris, 2023. "Cross-national consistency of place-related identity dispositions as antecedents of global brand advocacy among ethnic Chinese at home and abroad," Journal of Business Research, Elsevier, vol. 155(PB).
    26. Bartikowski, Boris & Fastoso, Fernando & Gierl, Heribert, 2019. "Luxury cars Made-in-China: Consequences for brand positioning," Journal of Business Research, Elsevier, vol. 102(C), pages 288-297.
    27. Robert A Peterson & Alain J P Jolibert, 1995. "A Meta-Analysis of Country-of-Origin Effects," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 26(4), pages 883-900, December.
    28. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    29. Chang, Woojung & Franke, George R. & Lee, Nick, 2016. "Comparing reflective and formative measures: New insights from relevant simulations," Journal of Business Research, Elsevier, vol. 69(8), pages 3177-3185.
    30. Dickinger, Astrid & Stangl, Brigitte, 2013. "Website performance and behavioral consequences: A formative measurement approach," Journal of Business Research, Elsevier, vol. 66(6), pages 771-777.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Cleveland, Mark & Bartikowski, Boris, 2023. "Cross-national consistency of place-related identity dispositions as antecedents of global brand advocacy among ethnic Chinese at home and abroad," Journal of Business Research, Elsevier, vol. 155(PB).
    2. Diamantopoulos, Adamantios & Riefler, Petra & Roth, Katharina P., 2008. "Advancing formative measurement models," Journal of Business Research, Elsevier, vol. 61(12), pages 1203-1218, December.
    3. Baxter, Roger, 2009. "Reflective and formative metrics of relationship value: A commentary essay," Journal of Business Research, Elsevier, vol. 62(12), pages 1370-1377, December.
    4. Diamantopoulos, Adamantios, 2010. "Reflective and formative metrics of relationship value: Response to Baxter's commentary essay," Journal of Business Research, Elsevier, vol. 63(1), pages 91-93, January.
    5. Nick Lee & John W. Cadogan & Laura Chamberlain, 2013. "The MIMIC model and formative variables: problems and solutions," AMS Review, Springer;Academy of Marketing Science, vol. 3(1), pages 3-17, March.
    6. Bèzes, Christophe, 2014. "Definition and psychometric validation of a measurement index common to website and store images," Journal of Business Research, Elsevier, vol. 67(12), pages 2559-2578.
    7. Lara Stocchi & Naser Pourazad & Nina Michaelidou & Arry Tanusondjaja & Paul Harrigan, 2022. "Marketing research on Mobile apps: past, present and future," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 195-225, March.
    8. Adamantios Diamantopoulos & Dirk Temme, 2013. "MIMIC models, formative indicators and the joys of research," AMS Review, Springer;Academy of Marketing Science, vol. 3(3), pages 160-170, September.
    9. Cadogan, John W. & Lee, Nick, 2013. "Improper use of endogenous formative variables," Journal of Business Research, Elsevier, vol. 66(2), pages 233-241.
    10. Anwar Sadat Shimul, 2022. "Brand attachment: a review and future research," Journal of Brand Management, Palgrave Macmillan, vol. 29(4), pages 400-419, July.
    11. Jacob, Isaac & Khanna, Monica & Rai, Krupa A., 2020. "Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption," Journal of Business Research, Elsevier, vol. 116(C), pages 597-607.
    12. Lucy Gill-Simmen & Deborah J. MacInnis & Andreas B. Eisingerich & C. Whan Park, 2018. "Brand-self connections and brand prominence as drivers of employee brand attachment," AMS Review, Springer;Academy of Marketing Science, vol. 8(3), pages 128-146, December.
    13. Roggeveen, Anne L. & Grewal, Dhruv & Karsberg, John & Noble, Stephanie M. & Nordfält, Jens & Patrick, Vanessa M. & Schweiger, Elisa & Soysal, Gonca & Dillard, Annemarie & Cooper, Nora & Olson, Richard, 2021. "Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies," Journal of Retailing, Elsevier, vol. 97(1), pages 81-98.
    14. Anwar Sadat Shimul & Ian Phau & Michael Lwin, 2019. "Conceptualising luxury brand attachment: scale development and validation," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 675-690, November.
    15. Joana César Machado & Beatriz Fonseca & Carla Martins, 2021. "Brand logo and brand gender: examining the effects of natural logo designs and color on brand gender perceptions and affect," Journal of Brand Management, Palgrave Macmillan, vol. 28(2), pages 152-170, March.
    16. Bassam Dalal & Ahmad Aljarah, 2021. "How Brand Symbolism, Perceived Service Quality, and CSR Skepticism Influence Consumers to Engage in Citizenship Behavior," Sustainability, MDPI, vol. 13(11), pages 1-18, May.
    17. Smirti Kutaula & Alvina Gillani & Diana Gregory-Smith & Boris Bartikowski, 2024. "Ethical Consumerism in Emerging Markets: Opportunities and Challenges," Journal of Business Ethics, Springer, vol. 191(4), pages 651-673, May.
    18. Tae-Im Han & Dooyoung Choi, 2019. "Fashion Brand Love: Application of a Cognition–Affect–Conation Model," Social Sciences, MDPI, vol. 8(9), pages 1-14, September.
    19. Gurzki, Hannes & Woisetschläger, David M., 2017. "Mapping the luxury research landscape: A bibliometric citation analysis," Journal of Business Research, Elsevier, vol. 77(C), pages 147-166.
    20. Adamantios Diamantopoulos, 2013. "MIMIC models and formative measurement: some thoughts on Lee, Cadogan & Chamberlain," AMS Review, Springer;Academy of Marketing Science, vol. 3(1), pages 30-37, March.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:167:y:2023:i:c:s0148296323005507. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.