Word-of-mouth promotion and switching behavior in Japanese and American business-to-business service clients

Article Abstract:

The study adds the switching construct to the literature on word-of-mouth (WOM) referral behavior, particularly in a commercial services marketing context. This study has shed light on the implications of WOM referral process on switching behavior loyalty in cross-national and cross-cultural contexts.

United States, Japan, Analysis, International trade

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Multidimensional versus unidimensional measures in assessing national culture values: the Hofstede VSM 94 example

Article Abstract:

Research on Geert HofstedeEs Value Survey Module (VSM) and the revised version, VSM 94, demonstrate that unidimensional methods are unsuitable for representing individual-level, multidimensional traits when measuring national cultural values. Data are drawn from four countries.

Usage, Measurement, Criticism and interpretation, Social sciences, Social science methods, Social values, Hofstede, Gerard Hendrik

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Primary influences of environmental uncertainty on promotions budget allocation and performance: a cross-country study of retail advertisers

Article Abstract:

The article examines the decision of small retailers to shift to outdoor advertising from in-store promotion, where outdoor advertising has mass audience reach and thus the potential to boost market share. Findings reveal mixed financial performance; implications are discussed.

Advertising, Advertising Activity, Small Business, Outdoor advertising services, Outdoor Advertising, Display Advertising, Economic aspects, Small and medium sized companies, SOHO

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