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Dunkin’ Donuts runs a centrally managed social media program to help both the global brand and local franchises foster customer connections.
We examine country-level economic and cultural factors that influence consumers’ acceptance of new global cultural products across countries, using recent US movies’ box-office performances in 48 national markets as our empirical context.
The paper aims to theoretically explain consumer attraction toward foreign products. Drawing on system justification theory a new two-dimensional construct, consumer xenocentrism, is proposed, and a measurement scale is developed and validated on survey data from five studies.