Papers by Vasileios Davvetas
Journal of the Academy of Marketing Science, Mar 28, 2024
of approximately 50% in the firm's share price (Ewing, 2019). Nike suffered reputational damage t... more of approximately 50% in the firm's share price (Ewing, 2019). Nike suffered reputational damage that lingered for years after the "sweatshops" crisis in Southeast Asia (Nisen, 2013). Brand transgressions represent a major threat for brands and a top priority for marketers and communication practitioners. Brand transgressions refer to actions that violate expectations of appropriate brand behavior and harm consumerbrand relationships (Aaker et al., 2004). While prior research has investigated a variety of antecedents, processes, outcomes, and responses related to brand misbehavior (see for review Khamitov et al., 2020), our knowledge on brand transgressions presents four important gaps (see Table S1, Web Appendix). First, managerial concerns and research interests have focused on well-known multinational corporations and brand scandals that made "global news" (e.g., the VW emissions scandal, the BP oil spill). In all these cases, brand origin is ignored or assumed to be of little or no relevance in explaining cross-national differences in consumer reactions and post-transgression brand performance. This is surprising considering evidence pointing to the contrary. For instance, the Nestlé Baby Killer scandal caused a Brand misconduct is an increasingly common phenomenon. On January 30th, 2024, Akio Toyoda, Chairman of Toyota Motor Group, publicly apologized to consumers and investors in a press conference following an investigation of life-threatening car safety irregularities in three of the Group's subsidiaries (CNBC, 2024). In 2017, United Airlines provoked outrage across social media platforms for violently removing customers from an overbooked flight (Hyken, 2017). The Volkswagen (VW) CO 2 emissions scandal resulted in $30 billion in legal costs and a decline Jenny van Doorn served as Area Editor for this article.
Edward Elgar Publishing eBooks, Feb 29, 2024
Journal of International Marketing, Dec 5, 2023
Journal of Service Research
The increase of immigrant employees in services has made intercultural service encounters a commo... more The increase of immigrant employees in services has made intercultural service encounters a commonplace phenomenon. In these encounters, customers frequently use service employees’ accent to infer their ethnic background, often eliciting cultural stereotypes. However, it is still unknown how accent-based stereotyping impacts customer participation (CP), that is, the degree to which customers engage in the service process by contributing effort, knowledge, and information to improve their service experience. Addressing this question in four experimental studies ( Ntotal = 1,027), we find that (1) customers contribute less to the service encounter voluntarily when the employee has an unfavorable foreign (compared to a local) accent, (2) the negative effects of unfavorable accents on voluntary CP are stronger than the positive effects of favorable ones, (3) accent-based employee stereotypes (superiority, attractiveness, dynamism) mediate the impact of accents on CP, (4) unfavorable acc...
Journal of International Marketing
Accelerating antiglobalization challenges previously undisputed assumptions about the importance ... more Accelerating antiglobalization challenges previously undisputed assumptions about the importance of a product's globalness/localness in purchase decisions. Putting these assumptions to test, this article conceptualizes globalness/localness as a distinct product attribute and decomposes its utility into weight and preference components. Subsequently, it offers an equity-theory-based prediction of the attribute's declining relevance/trivialization and quantifies its trade-offs with other attributes by calculating global/local price premiums. Conjoint experiments in two countries (Austria and India) reveal that (1) emerging- (developed-) market consumers exhibit relative preference for global (local) products, (2) emerging-market consumers perceive higher preference inequity between global and local products than developed-market consumers, and (3) the corresponding inequity triggers consumers’ cognitive inequity regulation (manifested through attribute trivialization in develo...
Psychology & Marketing
International Marketing Review
PurposeAlthough firm growth through the acquisition of independent players is at a record high, m... more PurposeAlthough firm growth through the acquisition of independent players is at a record high, market reports reveal a parallel increase in independent firms that enjoy noticeable consumer support across industries and threaten MNC-owned brands in several countries. Despite this evident contrast, no research has investigated how independent firms stack up against their non-independent counterparts from a consumer perspective. This study examines this standoff and proposes that independent firms outperform their non-independent contenders in fostering perceptions of product craftmanship and warmth in specific product categories and cultures.Design/methodology/approachThree experimental studies were conducted across five countries (Study 1: N = 360; USA and China – Study 2: N = 487; UK and India – Study 3: N = 323; Italy). Data were analysed using experimental techniques (Analysis of Variance) and conditional process analyses (Moderated Mediation) using PROCESS.FindingsThe findings s...
Supplemental Material, Web_Appendix for On the Interplay Between Consumer Dispositions and Percei... more Supplemental Material, Web_Appendix for On the Interplay Between Consumer Dispositions and Perceived Brand Globalness: Alternative Theoretical Perspectives and Empirical Assessment by Adamantios Diamantopoulos, Vasileios Davvetas, Fabian Bartsch, Timo Mandler, Maja Arslanagic-Kalajdzic and Martin Eisend in Journal of International Marketing
Supplemental Material, Davvetas_Web_Appendix for Lit Up or Dimmed Down? Why, When, and How Regret... more Supplemental Material, Davvetas_Web_Appendix for Lit Up or Dimmed Down? Why, When, and How Regret Anticipation Affects Consumers' Use of the Global Brand Halo by Vasileios Davvetas, Adamantios Diamantopoulos and Lucy Liu in Journal of International Marketing
European Journal of Marketing, 2022
Purpose This paper aims to respond to calls in academia for an update of the product lifecycle (P... more Purpose This paper aims to respond to calls in academia for an update of the product lifecycle (PLC). Through a systematic literature review, the authors provide an updated agenda, which aims to advance the PLC concept in research, teaching and practice. Design/methodology/approach The authors started by surveying 101 marketing academics globally to ascertain whether a PLC update was viewed necessary and beneficial in the marketing community and thereafter conducted citation analysis of marketing research papers and textbooks to ascertain PLC usage. The subsequent literature review methodology was split into two sections. First, 97 empirical articles were reviewed based on an evaluative framework. Second, research pertaining to the PLC determinants were assessed and discussed. Findings From the results of this review and primary data from marketing academics, the authors find that the method of predicting the PLC based on past sales has been largely unsuccessful and perceived as som...
Die Globalisierung der Markte hat den Wettbewerb zwischen globalen und lokalen Marken in den Vord... more Die Globalisierung der Markte hat den Wettbewerb zwischen globalen und lokalen Marken in den Vordergrund der internationalen Marktforschung geruckt. In diesem Bereich haben fruhere Studien den Trade-Off zwischen dem unternehmerischen Nutzen einer standardisierten, weltweiten Produktion und den Vorteilen einer lokalen Marktanpassung aus der Angebotsperspektive untersucht. Aufgrund der Erkenntnis, dass Brand Globalness und Brand Localness daruber hinaus auch aus der Nachfrageperspektive relevant sind, befassten sich neueste Studien mit dem wahrgenommenen Nutzen, den Konsumenten Marken zuschreiben, die sie als global oder lokal identifizieren. Obwohl diese Studien wertvolle Einblicke in die Wirkung eines globalen oder lokalen Images gewahren, bleiben viele Fragen von erheblicher theoretischer und unternehmerischer Relevanz in Bezug auf die Art und Weise, wie Konsumenten auf globale und lokale Marken reagieren und zwischen diesen Praferenzen entwickeln, offen. Trotz des vorlaufigen Kons...
Journal of International Marketing, 2021
Global crises have become increasingly more frequent and consequential. Yet the impact of these c... more Global crises have become increasingly more frequent and consequential. Yet the impact of these crises is unevenly distributed across countries, leading to discrepancies in (inter)national crisis-regulating institutions’ ability to uphold public trust and safeguard their constituents’ well-being. Employing the paradigm of citizens as customers of political institutions, drawing on attribution and sociopolitical trust theories, and using the COVID-19 pandemic as an empirical context, the authors investigate how consumers’ relative perceptions of local impact following a global crisis affect the psychological processes of institutional trust formation and consumer well-being. Conducting one survey-based study in two countries affected disproportionately by the pandemic’s first wave (the United States and Greece) and one experimental study in a third country (Italy) during the pandemic’s second wave, the authors find that institutional trust declines more in countries whose citizens ho...
Journal of Business Research, 2021
Industrial Marketing Management, 2020
Journal of International Marketing, 2020
Research has long established the existence of a global brand halo that benefits global brands by... more Research has long established the existence of a global brand halo that benefits global brands by triggering “global equals better” inferences by consumers. Nevertheless, little is known about the conditions under which this halo may or may not be used or about whether and, if so, how it can situationally fade. Drawing from regret theory, the authors posit that anticipating regret can conditionally both attenuate and accentuate consumers’ use of the global brand halo and develop a serial conditional process model to explain the mechanism underlying regret’s influence. The results of two experimental studies show that anticipated regret affects global brand halo use—and subsequently relative preference for global or local brands—by increasing consumers’ need to justify their purchase decision. Whether and how consumers will use the global brand halo depends on consumers’ product category schema, while the intensity of the halo’s use depends on consumers’ maximization tendency. The fi...
Journal of International Marketing, 2019
Although prior research is congested with constructs intended to capture consumers’ dispositions ... more 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...
International Marketing Review, 2019
PurposeThe dominant paradigm in international branding research treats perceived brand globalness... more PurposeThe dominant paradigm in international branding research treats perceived brand globalness (PBG) and localness (PBL) as attributes algebraically participating in brand assessment and disregards the perception of brands as humanlike entities actively embedded in consumers’ social environments. Challenging this view and drawing from stereotype theory, the purpose of this paper is to suggest that PBG/PBL trigger the categorization of products under the superordinate mental categories of global/local brands which carry distinct stereotypical content. Such content transfers to every individual product for which category membership is established and shapes brand responses.Design/methodology/approachOne experimental study (Study1,n=134) tests the process of global/local brand stereotype formation, identification and content transfer. Subsequently, two consumer surveys test the impact of brand stereotypes on brand approach/avoidance tendencies (Study2,n=328) and consumer–brand relat...
Journal of International Marketing, 2018
This research addresses the unexplored postpurchase dynamics of global/local brand choices by inv... more This research addresses the unexplored postpurchase dynamics of global/local brand choices by investigating the experience of regret in global versus local brand purchases. Drawing on regret theory, the authors demonstrate in four complementary studies that the global/local availability of both chosen and forgone brands influences consumer responses to regrettable purchases and that the direction and magnitude of this influence depend on the consumers’ product category schema and global identity. Study 1 shows that regrettable decisions to forgo global for local brands elicit stronger regret, lower satisfaction, and higher brand switching than regrettable purchases of global (vs. local) brands for consumers with a global brand superiority schema for the category; the inverse holds for consumers with a local brand superiority schema. Studies 2 and 3 replicate the effect and show that it is mediated by perceived decision justifiability and moderated by global identity. Study 4 further...
Journal of Business Research, 2017
Extending the study of consumer-brand relationships in the post-purchase stages of consumer decis... more Extending the study of consumer-brand relationships in the post-purchase stages of consumer decision making and in situations involving unfavorable comparisons with foregone brands, this research investigates the role of consumer-brand identification on consumer responses to purchase regret. Drawing on regret theory and consumer-brand relationship literature, the authors argue that consumer-brand identification immunizes the brand from the negative consequences of purchase regret through the amplification of consumers' cognitive regret regulation and the attenuation of consumers' behavioral regret coping. An empirical study using scenario manipulation of regret for participants' favorite brands provides support to the protective role of consumerbrand identification. The results indicate that consumer-brand identification attenuates the negative effects of regret on satisfaction and behavioral intentions and strengthens the positive impact of satisfaction on brand repurchase/recommendation intent. The findings enrich regret and consumer-brand relationship theories and provide managerial insights for effective branding strategy development under conditions of intense competitive pressure. "Never regret anything you have done with a sincere affection; nothing is lost that is born of the heart." Basil Rathbone
Uploads
Papers by Vasileios Davvetas