Peter Magnusson
University of Alabama
AdvertisingEmerging marketsProduct (category theory)Conceptual frameworkSociologyBusinessPsychologyMultinational corporationEconomicsMarketingInternational businessPerspective (graphical)Brand equityPerceptionValue (ethics)Psychic distanceThe Conceptual FrameworkCountry of originAngerQuality (business)Brand managementPromotion (rank)Social psychologyOpenness to experienceSocial identity theory
Publications 40
#2Peter R MagnussonH-Index: 30
Last. Yi PengH-Index: 1
view all 4 authors...
#1Srdan Zdravkovic (Bryant University)H-Index: 11
#2Peter R Magnusson (UA: University of Alabama)H-Index: 30
Last. Standford A. Westjohn (UA: University of Alabama)
view all 4 authors...
Abstract This study introduces the concept of vicarious animosity, which is a type of consumer antagonism held against a country involved in a geopolitical conflict outside the consumer’s home country. Our study is grounded in values theory and we present arguments for Schwartz’s values of power, universalism, and openness to change as systematic predictors of anger and hope in a third-party conflict. We examine our conceptual framework among Croatian consumers evaluating the Israeli-Palestinian...
#1Peter R MagnussonH-Index: 30
#1Stanford A. Westjohn (UA: University of Alabama)H-Index: 15
#2Peter R Magnusson (UA: University of Alabama)H-Index: 30
Last. Hyeyoon Jung (UA: University of Alabama)H-Index: 1
view all 4 authors...
The recent rise in protectionism and demonization of foreign countries has increased the risk of brands falling victim to the negative effects of consumer animosity, or strong negative affect directed at a foreign country. We investigate the role of cultural values as moderating the relationship between consumer animosity and willingness to buy. The combined results of a meta-analysis and six experiments in the US and China offer strong evidence that collectivism and long-term orientation mitiga...
3 CitationsSource
#1Vas Taras (UNCG: University of North Carolina at Greensboro)H-Index: 14
#2Daniel Baack (DU: University of Denver)H-Index: 16
Last. Peter R Magnusson (UA: University of Alabama)H-Index: 30
view all 7 authors...
Abstract Global Virtual Team (GVT) member diversity provides many advantages but also poses many challenges. Diversity comes in different forms that each has different effects on GVT dynamics and performance. Past research typically explored the effect of only one type of diversity at a time. Using multi-source, multi-wave data from 5728 individuals working in 804 consulting project GVTs, the present study is unique in that it explores and compares the effects of different forms of team member d...
17 CitationsSource
The purpose of this paper is to provide a perspective on the Strizhakova and Coulter article in this issue, with particular focus on the conceptualization of local and global identities.,Strizhakova and Coulter (2019) offer valuable service in their discussion of the conceptualization and measurement of local and global identities. The authors suggest that local identity should not always be reduced to a local-as-national identity, but may be relevant as a sub-national or regional identity. The ...
4 CitationsSource
#1Vas TarasH-Index: 15
#2Dan V. CaprarH-Index: 10
Last. Douglas DowH-Index: 24
view all 7 authors...
Purpose This paper provides a perspective to the article by Cleveland and Bartsch in this issue. The purpose of this paper is to focus on examining objective global brand performance data in four industries and discuss the practicality of global vs country-level marketing strategy. Design/methodology/approach Drawing on data from Euromonitor, the analysis evaluates global brand performance in four industries over the last decade. Findings In most industries, global brands are less dominant than ...
2 CitationsSource
#1Peter R Magnusson (UA: University of Alabama)H-Index: 30
#2Stanford A. Westjohn (UA: University of Alabama)H-Index: 15
Last. Nancy J. Sirianni (UA: University of Alabama)H-Index: 12
view all 3 authors...
Abstract Across four lab experiments and a field study, we find that brands are evaluated more favorably when the brand is positioned in a manner that is congruent with the brand’s home country personality stereotype than when brand positioning is incongruent. Results demonstrate that cultural authenticity mediates this effect. We also uncover a moderating effect whereby brands are viewed more favorably when brand positioning and country personality stereotypes are incongruent, rather than congr...
37 CitationsSource
AbstractMarketing adaptation strategy has been characterized as a strategic imperative in markets with protectionist and nationalist sentiments, which underscores the need to better understand the effects of adaptation strategy. However, empirical investigations of international marketing strategy have considered mandatory and discretionary adaptations as equivalent. Discretionary adaptations, unlike mandatory adaptations, involve choice; thus, they are more relevant to the selection of an inter...
24 CitationsSource