AIB 2012 Conference Proceedings - Academy of International ...

MONDAY
The Relationship between Individual Cultural Values (ICV) and Nation Brand Personality (NBP) Traits
José I. Rojas-Méndez, Carleton University
Mohammed Alwan, Carleton University
Nicolas Papadopoulos, Carleton University
This is the first study exploring the relationship between Individual Cultural Values (ICV) and nation brand
personality (NBP) traits. A survey was conducted among Saudi Arabia citizens, living in Saudi Arabia, regarding
their perceptions of the personality projected by the U.S. brand. Results show a critical view by the Saudis
because some negative brand personality traits (i.e. materialistic, egocentric, and authoritarian) rank at the top
of their evaluations. Collectivism emerges as the most related ICV with NBP traits. This study confirms some
relationships accepted in the personality psychology field between the Big-five and cultural dimensions, and at
the same time proposes new such as masculinity with extraversion and conscientiousness, and collectivism with
agreeableness and conscientiousness (all negative). Implications, limitations, and further research ideas are
also presented. (For more information, please contact: José I. Rojas-Méndez, Carleton University, Canada:
jose_rojas@carleton.ca)
Impact of National Culture on Organizational Culture: A Comparative Analysis of the Implementation of Market
Orientation across Nations
Ahmet H. Kirca, Michigan State University
This study tests the effects of national cultural values on organizational cultures with a comparative metaanalysis
of the studies that investigate the implementation of market orientation across nations. The findings
indicate that the often-cited effects of senior management factors (e.g., top management emphasis),
interdepartmental dynamics (e.g., interdepartmental conflict), and organizational systems (e.g., centralization,
formalization, reward systems) on market orientation are context dependent and the implementation of market
orientation across nations is a function of the national cultural environment in which firms operate. As such, the
present study provides useful insights for researchers and managers regarding the challenges that companies
face when implementing market orientation in diverse country markets. (For more information, please contact:
Ahmet H. Kirca, Michigan State University, USA: kirca@msu.edu)
The Biasing Effects of Country-of-Origin: A cross-cultural Application of Preference Reversals
Stephen Gould, Baruch College, CUNY
Mike Chen-ho Chao, Baruch College, CUNY
Andreas Grein, Baruch College, CUNY
Rania Semaan, Baruch College, CUNY
Country-of-origin (COO) effects on product evaluations have been widely applied in international marketing,
albeit with mixed results and suggesting that how COO is framed is a factor in its relative impact. We apply one
such framing perspective based on preference reversals and their biasing effects to a study of COO and
willingness to pay (WTP) for a cellphone in the U.S., China and Taiwan. Similar results are mirrored across all
three countries except for the separate condition in Taiwan where the U.S. COO image is relatively respected.
When evaluated separately, consumers are willing to pay more for a domestic-made cellphone than a foreignmade
one even though the former is not as good as the latter on an important attribute, amount of internal
memory. However, when the domestic and foreign-made phones are presented in joint evaluations, the better
foreign-made product is favored. Possible explanations and implications are offered. (For more information,
please contact: Mike Chen-ho Chao, Baruch College, CUNY, USA: chen-ho.chao@baruch.cuny.edu)
AIB 2012 Conference Proceedings
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