Conference Program at Glance

September/October, 2021

  • 09:30 - Registration for doctoral consortium participants

  • 10:00 - Welcome/overview – Global Marketing SIG board member(s)

  • 10:10 - Developmental workshop: Undertaking scholarly research in international marketing: dealing with key challenges

  • 12:30 - Networking lunch

  • 13:30 - Panel discussion:  Managing your career and building your academic brand equity. Leading scholars will discuss common mistakes junior scholars make and provide advice on how to approach the career management process.

  • 15:15 - Coffee break and refreshments

  • 15:45 - Breakout sessions with student presentations followed by round-table discussions, paired with faculty based on common interests.

  • 17:15 - Consortium concludes

  • 19:00-21:00 - Welcome Reception


September/October, 2021

  • 8:30-13:00 - Concurrent Sessions

  • 13:00-14:00 - Networking Lunch 

  • 14:00-14:45 - Interactive Presentations

  • 14:45-17:30 - Concurrent Sessions


September/October, 2021

  • 8:30-13:00 - Concurrent Sessions

  • 13:00-14:15 - Networking Lunch 

  • 14:15-17:30 - Concurrent Sessions

  • 19:30 - Gala Dinner


September/October, 2021

  • 9:00-12:30 - SIG Meetings and Professional Development

  • 12:30 - Check-out, transfer to the airport!

Conference Program

September/October, 2021


08:30-09:45 Session 1A

Global Consumer Behavior I

Chair: Paraskevas Argouslidis 

Nicole Koenig-LewisCarmela BosangitShilpa Iyanna, and Marylyn Carrigan

Psychological barriers to renting and buying second-hand consumer goods: a consumer’s perspective from UAE and UK

George Balabanis and Anastasia Stathopoulou

A cross-cultural comparison of the incidence, antecedent, and consequences of salient privacy threats posed by loyalty programs: A protection motivation theory approach

Fauzia Jabeen and Mehrajunnisa Mehrajunnisa

Understanding consumer behavior regarding luxury fashion goods in the UAE based on the theory of planned behavior 

Rhonda HadiSara Baskentli and Leonard Lee

Products as consumption companions: how culture influences consumer responses to anthropomorphic products 

Thi Thanh Huong - Jenny Tran and Nicholas G. Paparoidamis

Should I tell you everything? the role of self-disclosure in building up consumers’ liking, trust, and loyalty in sharing economy 

08:30-09:45 Session 1B

Global Innovation and New Product Development

Chair: Attila Yaprak

Chavi Fletcher-ChenXia Zhu and Fawaz Baddar Alhussan

Business-to-business value co-creation: triadic constellation process and outcome

David Griffith and Goksel Yalcinkaya

Global marketing capabilities and new product success

Daria Podmetina and Maria Smirnova

The interplay of innovation, internationalization and marketing capabilities in European SMEs: insights from a qualitative study

Mario KafourosMurod Aliyev and Sorin Krammer

Can patent litigation help firms sustain their competitive advantages in innovation?

Eva MavroudiEffie Kesidou, and Krsto Pandza

The value of exploratory and exploitative R&D in different industry contexts 

08:30-09:45 Session 1C

Global Marketing Research, Big Data, and Analytics

Chair: Alok Saboo

Elena Chatzopoulou and Nicolas Travers

Authenticity goes digital: a big data analysis of the influence of the country of origin and authenticity perceptions on TripAdvisor ethnic restaurant reviews

Doug ChungHo Kim, and Reo Song

The comprehensive effects of a digital paywall sales strategy 

Gokcay Balci and Ebru Surucu Balci

Social media engagement in international cruise travel 

Sha Zhang and Yi-Chun Ou

Does mobile social media advertising equally influence offline sales and mobile sales? boundary conditions of store characteristics 

Wolfgang Messner

Evasive answer bias in surveys: assessing patterns and reasons across countries 

09:45-10:15 Coffee Break

10:15-11:45 Session 2

Panel: Developments in International Marketing Strategy Research

Chair: Robert Leone



Gerard Tellis

David Griffith

Neil Morgan

Costas Katsikeas


11:45-13:00 Session 3A

Global Brand Management

Chair: Lawrence Cunningham


Even LansengGeir Gripsrud, and Erik B. Nes

Perception of multiple country-of-brand origins and the effect of foreign-sounding brand names on attitude 


Marc Fischer and Samuel Stäbler

When do media outlets report negative news about a brand? a study of corporate social irresponsibility events across five countries


Fabian Bartsch and Timo Mandler

How brand localness contributes to global brand equity: an empirical investigation of two theoretical pathways 


Emmanuel Mogaji and Arinze Christian Nwoba

Brand extension strategies in the banking industry: nature, institutional drivers, boundary conditions and performance consequences 

Catherine HaReo Song, and Gary Erickson

Multidimensional brand equity and asymmetric risk 

11:45-13:00 Session 3B

Global Marketing Communications

Chair: TBA


Müge GüzelAyşegül Özsomer, and Burcu Sezen

Perceptual standardization gap: antecedents and consequences in a developing country context


Sabrina Heix and Hartmut Holzmueller

Is two better than one? an eye-tracking approach on effects of double language labeling


Mark MillsMagnus Hultman and Aristeidis Theotokis

Attitudinal brand engagement and brand community identification as drivers of behavioral brand engagement and the future implications for international consumers 


Nina MichaelidouMilena Micevski, and Georgios Halkias

A cross-country, cross-category investigation of consumer culture positioning in advertising 


Peter Mathias FischerKatharina Zeugner-Roth and Mario Pandelaere

Mitigating domestic country bias in advertising claims

11:45-13:00 Session 3C

Global Relationship Marketing and Channel Management I

Chair: Stanford Westjohn


Yuerong LiuJody Crosno, and Annie Cui

Why dependence asymmetry and close relationship can coexist: the role of power distance orientation 


Stanford WestjohnPeter MagnussonGeorge Franke, and Yi Peng

Trust propensity across cultures: effects of individualist and collectivist values 


Irina Y. YuKevin J. Zeng, and Morgan X. Yang

Progress framing effect in motivating hierarchical loyalty program members’ goal pursuits 


Rodoula TsiotsouPhilipp Klaus and Volker Kuppelwieser

Exploring the nature of the b2b customer experience (cx): a cross-country approach 


Chun Zhang and Lei Wang

Does trust incongruence hurt knowledge acquisition in cross-border buyer-supplier relationships? 



1300-14:00 Lunch Break

14:00-14:45: Interactive Session

Coordinator: Giuseppe Musarra

Interactive presentations:


Joy Ruihua Jiang and Janell Townsend

Rapid expansion in a transitional market: an exploratory study from china


Harpreet Kaur

The execution of customer retention strategic practices at the middle level by the managerial executives: an exploratory study


Pantea Foroudi and Tugra Akarsu

Sense it and trust what is say: the role of sensory cues and recommendation quality in global online retail brands (the case of UK, India, Turkey, and Iran)


Ying HuangYi LiuPianpian Yang, and Yadong Luo

Boundary-spanning agents and relational conditions in inter-organizational exchange in china 


Eda Anlamlier and Sevincgul Ulu

Strategizing product displays on social media via proactive nostalgia


Dafnis Coudounaris and Anna-Maria Christofi

Antecedents of digital piracy behaviour: a mixed-method approach


Elena ChatzopoulouPolymeros ChrysochouDespoina Zympeloudi, and Panagiotis Mitkidis

Taking (odor) notes: when are consumers increasing their risk-taking behavior?


Eleni Eleanna Nemesis Piteli and Christos Pitelis

Entrepreneurial cross-border brand management – an integrative perspective


Massiel Carolina Henríquez ParodiIlan Alon, and Michela Cesarina Mason

A cross-country study of behavioral intentions of McDonalds consumers


Markos TsogasEvangelia Chatzopoulou, and Marina Kyriakou

The concurrent effect of managerial cognitions and emotions in strategic expansion decision making


Isabel Torres Zapata and Yonni Cuero Acosta

Chilean biotechnology firms: a case of the internationalisation process


Rebecca Yu LiKarena Ji YanCarlos Sousa, and Xinming He

Minding the gap- understanding the importance of interaction between creators and foreign backers in crowdfunding success 


Walter Martin Palomino-TamayoChristina Saksanian, and Otto Regalado

Understanding psychological distance on diaspora marketing of nostalgic products: evidence from Venezuelan diaspora


Naoki Nagashima and Yoshie Nagashima

Consumer research in India and Japan: examples from the food chain industry 


Paulo Palombo

Effect of foreign direct investment on the gross fixed capital formation in Argentina, Brazil, Chile, and Mexico: an econometric approach with panel data


Fang Fang Li and Jorma Larimo

Global customer engagement via social content marketing strategies: toward a conceptual model


Li ZhengXi Qu, and Albert Bemmaor

Does distance matter in the internet diffusion?


Carol Beard and Brenda Sternquist

Medical tourism and internationalization of hospitals redefining dunning’s OLI advantages with TCA’s asset specificity


Dionysius AngYeyi LiuVasileios Davvetas and  Charalampos Saridakis

Return policies: how consumers perceive them and their effects on returns


Martina ToniMaria Giovina PascaMaria Francesca RenziRoberta Guglielmetti Mugion and Laura Di Pietro

Would you like to become a micro-entrepreneur in a sharing economy? a preliminary study of enablers and inhibitors in Italy and china


Tatjana KönigAlina Simion and William V. Larsen

Fashion consciousness and life satisfaction for silver consumers – a cross-cultural analysis in five western countries 


Charalampos SaridakisSofia AngelidouMaria Oikonomidou, and Polyvios Pratikakis

Extracting similarity measures from social media data to assist celebrity-brand pairing decisions: a cross-cultural investigation


Constanza Bianchi

Inbound internationalization for small service firms


Rodoula Tsiotsou

Online evaluations of luxury services: a cross-cultural perspective 


Siv Marina GrimstadRichard Glavee-Geo and Soufiane Abeddaa

Systematic international market selection – a fuzzy expert system


Danielle S. TestaKelcie Slaton, and Elena Karpova

The role of economic factors in international expansion: analysis of five global fashion companies 


Bénédicte Bourcier-BéquaertSabine Bacouel-JentjensAndreas Klein and Melanie Neeb

The impact of mature women in advertising: a german-french comparison among young female consumers


Ketan Deshpande and Dr. Pratima Sheorey

A study to evaluate the efficacy of skilling initiatives under CSR programs in Maharashtra


Fauzia JabeenShilpa Iyanna, and Lamya Abdulla Lari

A study of theme park service quality in an Arab emerging country context


Linda Hollebeek

Understanding stakeholder engagement in developed vs. growth markets 


Preethika Sainam

Strategic international entry and culturally motivated pricing


Wolfgang Messner

The impact of language proficiency on service satisfaction


Yoel AsserafItzhak Gnizy, and Aviv Shoham

The guiding principles of international marketing doctrine 


Shaked Gilboa and Tali Seger-Guttmann

Local experiences of a global brand- the customer experience of IKEA in Israel


Participating Faculty:

Abdul Ashraf, Seigyoung Auh, Fabian Bartsch, Josko Brakus, Zeynep Canli, Annie Cui, Douglas Dow, Peter Gabrielsson, David Griffith, Michael Haenlein, Kelly Hewett, Douglas Hughes, Magnus Hultman, Martin Johanson, Ahmet Kirca, Thomas Kramer, Alexander Krasnikov, Costas Leonidou, Peter Magnusson, Timo Mandler, Bulent Menguc, Robert Morgan, Kay Peters, Lopo Rego, Matthew Robson, Randall Rose, Charalampos Saridakis, Lisa Scheer, Bodo Schlegelmilch, Francesca Sotgiu, Carlos Sousa, Aristeidis Theotokis, Felipe Thomas, Narongsak (Tek) Thongpapanl, Goksel Yalcinkaya, Attila Yaprak, Aysegül Özsomer

14:45-16:00 Session 4A

Global Marketing Strategy

Chair: Karena Yan


Carlos Bauer and Yi Peng

The impact of global contingencies and temporal dynamics of relationship marketing and brand relationship strategies: a meta-analytic investigation


Moe RoohanifarAsmund RyghOlli Kuivalainen, and Daniel Ford

The rise of social media in china: rethinking western MNEs marketing strategy 


Alireza GolmohammadiKoushyar Rajavi, and Vivek Astvansh

Staggered global market-entry of Hollywood movies 


Zixia CaoHui Feng and Michael Wiles

Does crowd wisdom bring wealth? the bifurcated impact of crowdsourcing contests on shareholder value


Arilova Randrianasolo and Mamitiana Jenny Rakotoarisoa

Employing enviropreneurial marketing strategies to gain legitimacy across developed and developing markets

14:45-16:00 Session 4B

Global Ethics, Sustainability, and Corporate Social Responsibility I

Chair: Douglas Hughes


Maryam Tofighi and Stacey Sharpe

Sustainability labeling for retailer-owned brands versus global brands


Alexis IoannidisLeonidas LeonidouZhiteng Feng and Konstantinos Chalvatzis

A meta-analysis of the drivers and outcomes of international sustainability business strategies


Jarrod VassalloSourindra Banerjee, and Jaideep Prabhu

Marketing and inequality: how for-benefit organizations influence social inequality 


Leonidas Leonidou C.Pantelitsa EteokleousAnna-Maria Christofi, and Nikolaos Korfiatis

Drivers and outcomes of consumer intentions to buy organic goods: A meta-analysis and future agenda 


Paul Koku and Maria Petrescu

Corporate social responsibility: from “doing” to “speaking” 

14:45-16:00 Session 4C

Special Session: The Digital and the Global and Where the Twain Shall Meet

Chair: Charles Hofacker

Charles HofackerMarc LinzmajerGeorge MilneAndrea Vocino and Gianfranco Walsh

The digital and the global and where the twain shall meet 


16:00-16:15 Coffee Break

16:15-17:30 Session 5A

Firm Internationalization, Market Entry, and Market Exit I

Chair: Anton Fenik


Luis OliveiraWensong BaiMartin JohansonMilena Ratajczak-Mrozek and Barbara Francioni

Uncertainty and entrepreneurial decision-making in SME internationalization 


Qun Tan and Carlos Mp Sousa

How do an international performance, marketing capabilities, and market turbulence jointly influence a foreign exit decision?


Martin JohansonPao Kao, and Helene Lundberg

Knowledge acquisition: cases of knowledge grafting in the foreign market 


Douglas DowIlya Cuypers and Gokhan Ertug

The economic cost of nationalism

16:15-17:30 Session 5B

Export and Import Management

Chair: Athina Zeriti


Arash Sadeghi

Perceived export performance: the invisible part of the iceberg


Anisur Faroque and Olli Kuivalainen

Export assistance from different providers and export performance: does it make any difference to export entrepreneurship?


Rami AlkhudariXavier Brusset and Hussein Naseraldin

Using blockchain to maximize trust – an innovative supply chain for the marketing of olive oil 


Oksana Kantaruk PierreRaluca Mogos Descotes and Bjorn Walliser

How the institutional profile shapes the collaborative innovation of exporting SMEs

Magnus HultmanAbbie Iveson and Pejvak Oghazi

Barriers and remedies for SME internationalization in emerging markets: evidence from Thai entrepreneurs

16:15-17:30 Session 5C

Special Session: The Global Classroom: Supporting and Enhancing 21st Century Student Experiences

Co-Chairs: Sally Chan and Tony Byng


Caterina Presi and Hiu Ting Lau

The effect of motivation and resilience on international students’ satisfaction


Sally Chan

Diversity and inclusion in the global classroom - a student-student perspective


Robert Duke

Incorporating Reflection into Active Learning: a Markstrat Example


Carolyn Strong, Richard Baylis, and Louise MacNiven

Communication Apprehension in the large lecture multi-cultural teaching environment: An Information Technology Intervention 

September/October, 2021


08:30-09:45 Session 6A

Firm Internationalization, Market Entry, and Market Exit II

Chair: Robert Morgan


Barbara FrancioniElisabetta SavelliFulvio Fortezza and Claudia Barabucci

Internationalization and crowdfunding: a multiple case study


Tetsuya Usui

Dynamic marketing capabilities of multinational corporations: resource repositioning framework 


Maria Gračner

Should firms have simple or multiple strategies?


Anders Pehrsson

Marketing differentiation strategy of a foreign subsidiary: the roles of business relatedness, competition barriers, and mandate


Konstantinos BozosVasiliki Bamiatzi and Tamer Cavusgil

Organizational slack and international acquisitions: revisiting the role of available, potential and recoverable slack on post-takeover performance

08:30-09:45 Session 6B

Global Consumer Behavior II

Chair: Mana Farshid


Thao Nguyen and George Balabanis

Culture’s effects on consumer’s transformation expectations from luxury products: a multi-level approach to culture using evidence from eight countries


Adamantios Diamantopoulos and Dragana Milivojevic

Consumer xenocentrism vs. consumer animosity as counteracting forces on purchase behavior 


Christina Papadopoulou and Esra Asif

We don’t have a planet B: A cross-cultural perspective of mindset effects on future climate beliefs


Aulona Ulqinaku and Vasileios Davvetas

Domestic brand transgressions: how, when, and why home country bias backfires


Katharina Maria HoferMichaela Luger, and Arne Floh

Support for corporate social responsibility among generation y consumers - a cross-cultural perspective 

08:30-09:45 Session 6C

Global Ethics, Sustainability, and Corporate Social Responsibility II

Chair: Dayananda Palihawadana


Constanza BianchiVeronica Devenin and Valentina Reyes

Consumer preference for responsible enterprises in an emerging market: an empirical study of consumer purchase intention for B-corps in Chile


Navdeep AthwalEsterina NervinoVictoria Wells and Marylyn Carrigan

A discourse analysis of sustainable luxury environmental reporting for LVMH and kering 


Leonidas C. LeonidouBilge Aykol, and Pantelitsa Eteokleous

Ethical international marketing strategy: its drivers and outcomes


Smirti KutaulaAlvina Gillani and Leonidas C Leonidou

Examining consumer proximity, fair trade engagement, and resulting behavior: a cross-cultural study


Sreejesh SAnandakuttan B Unnithan and Geetha M

Responsible tourism on destination attractiveness: a community-tourists interaction perspective


09:45-10:15 Coffee Break

10:15-11:45 Session 7

Panel II: Advances in International Consumer Behaviour and Cross-Cultural Marketing Research

Chair: Narongsak (Tek) Thongpapanl



Adamantios Diamantopoulos

Katrijn Gielens

Peter Magnussson

Saeed Samiee


11:45-13:00 Session 8A

Global Consumer Behavior III

Chair: Flora Kokkinaki


Ting-Hsiang Tseng and George Balabanis

An extended  - the impacts of consumer animosity on attitudes: more insights from a perspective of product typicality


Onur Osmanoglu and Aysegul Ozsomer

The impact of global-local cobrand announcement source on consumer evaluations 


Ekaterina Salnikova and Yuliya Strizhakova

The impact of cultural identity and social norms on consumer response to sustainable practices of local firms


David BourdinGeorgios Halkias and Attila Yaprak

The compensatory influences of country stereotypes and the global/local nature of brands on consumer responses: an extended framework


Nina Michaelidou and Nikoletta-Theofania Siamagka

The impact of consumer culture positioning on purchase intention: do ethnocentrism, cosmopolitanism and political orientation matter? 

11:45-13:00 Session 8B

Global Retailing, Services, and E-Commerce

Chair: Alexander Krasnikov


Katrijn GielensMarnik DekimpeAnirban Mukherjee, and Kapil Tuli

The future of private-label markets: a global convergence approach 


Jonas EduardsenLeonidas LeonidouSvetla Marinova, and Paul Christodoulides

Organizational influences and performance impact of barriers to e-exporting: the moderating role of home country digital infrastructure and host country internet penetration


Elisabeth PfefferJiyoung Shin, and Su Jin Yeon

Moving from stranger to “I trust you”: interpersonal trust development in the sharing economy


Triana HadiprawotoCharalampos Saridakis, and Aristeidis Theotokis

An examination of the global retail omnichannel customer journey: understanding customer interaction and its influences on experience 

11:45-13:00 Session 8C

Global Relationship Marketing and Channel Management II

Chair: Destan Kandemir


Volkan Dogan and Lisa K. Scheer

Pondering trust and distrust in B2B relationships: the role of culture in the conceptualization and formation of trust and distrust 


Pejvak OghaziStefan Karlsson, and Fakhreddin Rad

Differences in how to leverage trust and reputation in driving online purchase intentions 


Fawaz Baddar Alhussan and Faten Baddar Alhusan

An international perspective on key account managers relational competences: evidence from Jordan


Min LiXinming He, and Carlos M.P. Sousa

How can export firms realize the value from their customer relationships capabilities – the roles of product development capabilities 


Dora TrikiBtissam Moncef, and Irena Vida

How trust and communication evolve over time in international joint ventures (IJVs)? evidence from IJVs in Morocco 

13:00-14:15 Lunch Break

14:15-15:30 Session 9

Meet the Editors

Chair: David Stewart



Kelly Hewett

Saeed Samiee

Satish Jayachandran

Robert Palmatier

Costas Katsikeas

Neil Morgan

15:30-15:45 Coffee Break

15:45-17:00 Session 10A

Consumers, Born Globals, and Brands

Chair: Timo Mandler


Saeedeh Rezaee Vessal and Judith Partouche-Sebban

Mortality salience motivates status consumption among the elderly: the moderating effect of chronological age and subjective age


Sreejesh S and Justin Paul

The effect of geographical indication labeling on product attitude and purchase likelihood of domestic versus foreign products


Jieke Chen and Timo Mandler

When born globals grow up: the role of firm capabilities during the internationalization of born global firms


Satoko SuzukiShingo Oue, and Satoshi Akutsu

The cross-cultural generalizability of a general factor of brand personality

15:45-17:00 Session 10B

Global Entrepreneurs, Ethics, and Fairness

Chair: Terrence Brown


Aditi RanaConstantinos N. LeonidouLeonidas Leonidou and Dayananda Palihawadana

Ethically-based export product strategy: its internal and external determinants and effects on ethical branding advantage and export performance


Tom Gruen and Daniel Corsten

Non-availability in online shopping: interrupting the customer experience journey


Chin-Wen Chang and Sheng-Hsiung Chang

Examining the consumer intention on the celebrity entrepreneur from a trust transference perspective


Gary GregoryShawn ThelenTony Lu, and Boonghee Yoo

Understanding perceptions of service fairness: a five-country comparison of medical services provided by immigrant versus native-born doctors 

15:45-17:00 Session 10C

Special Session: Emerging Trends in Global Marketing and Cross-Cultural Consumer Research

Co-Chairs: Vita Kadile and Alessandro Biraglia


Chong Yu, Zhaleh Najafi-Tavani, Matthew Robson, and Ghasem Zaefarian

Emerging Market, Subsidiary Management Teams Under Pressure: How Job Demands and Resources Intersect to Foster Superior Performance Outcome


Ana Lisboa and Dionysis Skarmeas

Performance implications of product development in export markets


Cezara Nicoara, Constantinos Leonidou, Matthew Robson and Dayananda Palihawadana

Subsidiary-Headquarters Social Capital and Corporate Social Responsibility in Chinese Multinational Enterprise Subsidiaries


Francesca Serravalle and Aulona Ulqinaku

Shaping Boundaries between Senses: Augmented Reality’s Impact on Consumers’ Attitudes



September/October, 2021

  • 9:00-12:30 - SIG Meetings and Professional Development

  • 12:30 - Check-out, transfer to the airport!

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