Charles M. Hermans

Fashion consciousness of Chinese, Japanese and American teenagers

This study examines fashion consciousness among Chinese, Japanese and US teenagers. The purpose of the study was to examine similarities and differences in attitudes toward fashion across these three markets. The results show that significant differences in fashion consciousness exist between Chinese teens and their Japanese and US counterparts. At the same time, the US and Japanese teens show similarities in their attitudes toward fashion. The findings may support the idea of market differences in fashion consciousness between developed countries and less developed countries. While there are opportunities for fashion merchants to benefit from market similarities, an understanding of the idiosyncrasies underlying motivations of teen fashion in each market is needed.

Ethnocentrism and Its Effect on the Chinese Consumer: A Threat to Foreign Goods?

This study examines ethnocentric tendencies including consumer ethnocentrism, country of origin, product judgments, willingness to buy, and animosity toward foreign products among a sample of economically progressive Chinese college students in a coastal port city in northern China. Survey results suggest that these Chinese consumers held a rather positive view of, and little animosity toward, the United States. They also did not show high levels of ethnocentrism or country-of-origin effects. These results would suggest openness toward foreign products. While Chinese consumers report little animosity or ethnocentric tendencies toward U.S. products, animosity, country of origin, and ethnocentrism are significantly correlated with willingness to buy. This suggests managers need to carefully position foreign products with respect to Chinese consumer expectations. Impacts of traditional collectivist views of the Chinese culture are suggested as an avenue for future research with respect to ethnocentrism and willingness to buy foreign products.

The communication of social responsibility by US banks

This article presents a longitudinal study of social responsibility themes in US bank advertising for the years 1992, 1997 and 2002. Content analysis is used to examine television commercials for socially responsible advertisements. Findings indicate that the communication of social responsibility in television commercials for banks has increased by 7 percent over the time period covered by the study.

Overcoming Apathy and Classroom Disconnect in Marketing Courses: Employing Karaoke Jeopardy as a Content Retention Tool

Instructors cope with lack of content retention due to apathy and disinterest displayed by students toward their courses. Short attention spans coupled with a lack of active involvement on the part of students can lead to poor performance on exams. We introduce an in-class exam review game that couples karaoke with the popular trivia game show Jeopardy. Results suggest that the implementation of Karaoke Jeopardy as a review tool for exams improves student retention of course content leading to improved student performance.

Violent Commercials in Television Programs for Children

Abstract A study of Saturday morning television suggests children are exposed to more violent acts per minute by commercials promoting upcoming programs than by programming or other commercials. Under the current rating system, parents wanting to shield children from televised violence cannot make informed choices when some commercials, but not programs, are excessively violent. Furthermore, because violent stimuli produce immediate cognitive deficits, children may poorly process advertisements following an excessively violent commercial. That is, child viewers are being retained at the expense of overall advertising efficacy. A proposal that could satisfy all stakeholders—parents, policy makers, advertisers, and broadcasters—is offered.

Breaking the MBA Delivery Mould: A Virtual International Multi-Group MBA/Practitioner Collaborative Project: [Winner of the 2007 Houghton Mifflin/Pride/Ferrell Innovations in Teaching Competition]

The marketing education project presented here brings together a major UK banking institution and several of its high value clients (B-to-B) via e-mail, telephone, video conferencing and web-based technologies, with two geographically dispersed MBA classes in the UK and the US. Student groups were set up in virtual teams to target critical customer issues, analyzing gaps in the client-company interface. The two MBA courses included Customer Management & Quality Systems delivered at the University of Manchester (UK) and International Marketing, delivered at Missouri State University (US). Student groups worked as a “think tank” collaborating to solve important customer service issues.

Information source usage in teen apparel purchases: China, Japan and the United States

Purpose – China, Japan, and the USA represent three of the worlds most important teen apparel markets. The purpose of this study is to consider the sources of apparel brand information utilized by 14‐ to 17‐year olds in these three nations. Nine hypotheses are developed based on the interpersonal influence and the individualism/collectivism constructs.Design/methodology/approach – Respondents include public high school students between 14 and 17 years of age from the nations of China, Japan and the USA.Findings – Chinese teens report a greater likelihood to use their parents as apparel information sources than do the US and Japanese teens. Of the three groups, the US teens report the greatest likelihood of using marketer based information sources (i.e. advertising and salespersons).Practical implications – The findings suggest the need to develop specific apparel marketing strategies directed at teens targeted in these nations.Originality/value – Few, if any, studies have examined differences between Asi...

An Investigation into Teens' Attitudes Towards Fast-Food Brands in General: A Cross-Cultural Analysis

Abstract The global teenager hypothesis suggests that communication technology advances have served to homogenize the values, fashion preferences, and attitudes of the worlds teenagers. This study examines attitudes towards fast-food brands in general among Chinese, Japanese, and American teenagers. The purpose of the study was to examine similarities and differences in such attitudes across these three markets. The results show that significant differences in brand attitudes exist between teens from each of these three nations. This study provides global fast-food managers with unprecedented empirical research concerning the idiosyncrasies underlying teenage fast-food brand attitudes.

Examining the Dimensionality in Global Attitudes Toward Advertising: A Comparison of Perceptions of Chinese and United States Consumers

ABSTRACT The present study compares the dimensionality of consumer attitudes in China and the United States. Specifically, attitudes towards advertising in general were compared with advertising as an institution and advertising as an instrument. A two-study approach was used to address the research questions. Specifically, study one included three focus groups of 8–10 respondents. Study two included a self-report survey instrument with 209 U.S. and 315 Chinese consumers for a total of 524 respondents. Mean comparisons between the U.S. and Chinese consumers were conducted. Regression of general attitudes on institutional and instrumental attitudes were also performed. Results of the study show generally negative attitudes towards advertising in general and advertising as an institution with Chinese attitudes being significantly more negative. Attitudes towards advertising as an instrument were neutral in both samples, though differences in specific items were noted. Specifically, Chinese respondents valued advertising trustworthiness; whereas, U.S. respondents gravitated toward authenticity.

An Exploratory Study Into Delivery and Payment Choice Restriction

We first measure attitudes toward a product and attitudes toward product quality when an unknown brand is associated with a well-known and trusted co-brand in the form of payment and delivery options; employing a classic co-branding strategy. Theory suggests that association with a trusted brand should lead to improved positive assessment of an unknown brand. Results suggest that the popular belief that trusted brands improve respondents’ assessments of unknown brands through a co-branding strategy may not be supported when there is a restriction on choice of payment and delivery options. That is, when including only a limited number of co-brands, brand associations may give the perception of restricted choice, leading to a lessened level of trust in the co-brand. We then repeat the study using a known branded product and known branded delivery and payment methods. Results show no difference in consumer perceptions between no co-brand and a full complement of co-brands. However, a restricted set of payment and delivery options leads to a more negative attitude toward the product and product quality.