Martin S Roth

University of Hartford · Barney School of Business

Companies are increasingly allocating more of their marketing spending to social media programs. Yet there is little research about how social media use is associated with consumer-brand relationships. We conducted three studies to explore how individual and national differences influence the relationship between social media use and customer brand...

This research focuses on the antecedents of brand anthropomorphism from a cultural perspective and its consequences on consumer-brand relationship quality. We propose that brand anthropomorphism, which is driven by general anthropomorphizing tendencies, differs across cultures because of variances in cognitive human knowledge and market industriali...

This article focuses on two under-researched areas of tourism management – the management of music festivals, and the influence of social media on customer relationships. In the new digital era of marketing communications little is known about how social media interactions with tourism brands affect how consumers think and feel about those brands,...

Developing and maintaining a brand image is vital to any successful marketing and communication campaign. An image that clearly communicates the needs satisfied by the brand contributes to brand equity and helps combat brand parity. The normative model of brand image management suggests that marketers should base their images on a single set of con...

What market conditions do managers consider when deciding whether to standardize or customize their global brand image? To what extent do those market conditions moderate the effects of brand image customization/standardization strategies on brand performance? To answer these questions, the author reports the results from a research study based on...

Attribute ratings often contain a holistic or global impression of the brand, commonly referred to as "halo." A halo response can occur when perceptions of a brand's performance on an attribute are influenced by performance perceptions on another attribute or by a global impression of the brand. Using cross-national survey data from consumers in Ar...

Retail e-commerce (e-tail) continues to grow as an important channel of distribution in the global business environment. In this article, the authors present and test a conceptual model of the relationships among firm orientations, strategic resources, and international e-tail performance. Specifically, they investigate the ability of important e-t...

A source of potentially valuable knowledge in multinational enterprises is foreign marketing knowledge - that is, knowledge from one country unit that may offer value and competitive advantage to marketing managers in other country units. This article builds on marketing and management knowledge transfer research to further understand both the cond...

Top executives from four major multinational lodging corporations were interviewed on corporate strategies to identify key strategic drivers for creating value in the global lodging industry. In the face of greater environmental uncertainty, global competition, and technological change, it is imperative that multinational lodging firms develop stra...

Several recent studies have investigated international differences in advertising practices. Most of these address advertising in general, leaving the transferability of comparative advertising practices largely unexplored. Based on a theoretical framework of consumer skepticism toward novel information, we conducted a cross-national study to exami...

Despite the prominence of industrial services in the global economy, few studies have addressed the characteristics and purchasing processes of buyers in business-to-business markets or for services. Cross-national data is used to explore the extent to which national culture (based on the firms' national origin and its location of operation) and ne...

Despite various surveys of consumer attitudes toward direct-to-consumer (DTC) prescription drug advertising, little is known about the effectiveness of specific advertising campaigns. This article combines brand-level advertising awareness, media spending, and print advertising message strategy data to examine message effects on DTC prescription dr...

In this study, we examine the extent to which foreign subsidiaries are responsible for the development and implementation of marketing activities, as compared with these activities being controlled by headquarters. We propose and test a model of conditions that affect such headquarters and subsidiary roles, and explore the extent to which the align...

Color is an integral part of products, services, packaging, logos, and other collateral and can be an effective means of creating and sustaining brand and corporate images in customers' minds. Through an eight-country study, the authors explore consumers' preferences for different colors and color combinations. The results show cross-cultural patte...

1) and Mourad Dakhli(2) The Dana Moore School of Business The last few decades have witnessed a proliferation of preferential trade agreements and regional trading blocks. Yet little research has been done to integrate trading block considerations into country attractiveness and foreign direct investment decisions. In this paper, we show how networ...

To assess the economic value of antihypertensive medications by comparing the likelihood of coronary heart disease and stroke events and subsequent event treatment costs. Duration of blood pressure reduction was used to profile event risk reduction of three antihypertensive medications. We used clinical data to determine the duration of blood press...

PART ONE: GENERAL ISSUES OF CULTURAL IDENTITY AND MARKETING Perspectives on Ethnicity, Nationalism, and Cultural Identity - Janeen Arnold Costa and Gary J Bamossy Ethnoconsumerism - Alladi Venkatesh A New Paradigm to Study Cultural and Cross-Cultural Consumer Behavior Marketing and the Redefinition of Ethnicity - Dominique Bouchet Consumer Culture...

To succeed in the increasingly competitive pharmaceutical industry, some companies are consolidating through mergers and acquisitions. Other companies are diversifying into health care services such as pharmacy benefits, disease management, and health information systems. Still other companies are focused on product line depth and breadth as the an...

Through a content analysis, the author identifies several patterns in direct-to-consumer prescription drug print advertisements. In general, many of the advertised brands are market leaders within their therapeutic class, are targeted at a broad patient base, and are relatively new drugs used for chronic and frequently occurring diseases. Most of t...

Developing and managing brand image is an important part of a firm's marketing program. However, little research has been done (1) on linking the use of brand image strategies to product performance or (2) on managing brand images in global markets. The author examines the brand image-performance linkage for consumer goods in two categories markete...

Developing and managing brand image is an important part of a firm's marketing program. However, little research has been done (1) on linking the use of brand image strategies to product performance or (2) on managing brand images in global markets. The author examines the brand image-performance linkage for consumer goods in two categories markete...

Firms often are encouraged to develop expertise, or core competencies, that lead to innovative products and services. The authors present a market research study that enabled a health care service provider to link its core technological competencies to customer needs. Although potential customers did not explicitly value the technology itself, link...

The communication patterns (1977 through 1988) between the JOURNAL OF CONSUMER RESEARCH (JCR) and other related disciplines are examined from a social exchange perspective. As one way of assessing scientific status, we completed a citation analysis to consider both the journals that JCR authors cite and the journals that cite JCR. The results revea...

The study of country-of-origin (COO) effects examines how consumers perceive products emanating from a particular country. This study examines COO in terms of the fit between countries and product categories. A framework is suggested which matches the importance of product category dimensions with the perceived image of the country-of-origin along...

Traditional approaches of accounting for advertising expenditures have focused primarily on the campaign's direct communication effects. In this paper we develop a framework in which advertising is conceptualized as having multiple effects. These multiple effects account for the various ways an advertising campaign can facilitate favorable brand ev...

Thesis (Ph. D.)--University of Pittsburgh, 1990. Includes bibliographical references (leaves 99-108). Photocopy.