THE IMPACT OF THE METACOGNITIVE AND BEHAVIORAL FACTORS OF CULTURAL INTELLIGENCE ON FOREIGN BRAND ACCEPTANCE
Keywords:
cultural intelligence, metacognitive factor, behavioral factor, foreign brand
Abstract
The aim of the paper is to show the influence of cultural intelligence in the acceptance of foreign brands and how these insights can help multinational companies in shaping and presenting their brands so that they are better accepted in different cultural environments. Cultural intelligence consists of four factors, two of which have been analyzed for the purposes of this paper - the metacognitive and behavioral factors. The metacognitive cultural dimensions are useful for the individual uses in order to obtain certain knowledge about a particular culture. Behavioral cultural intelligence represents the ability to adapt an individual to verbal and non-verbal behaviors according to the situation in culturally diverse environments. The results of the empirical research proved a statistically significant positive impact of the behavioral element of cultural intelligence on the acceptance of foreign brands by consumers, while the influence of the metacognitive factor on the acceptance of foreign brands is not statistically significant, which is different from most of the empirical studies conducted so far.
References
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Nicic, M., & Iguman, S. (2019). Post-socialism and “ordinary” tourism: New Belgrade. International Journal of Tourism Cities, 5(3), 307-325. DOI:10.1108/IJTC-01-2018-0002.
O'Neil, H., & Abedi, J. (1996). Reliability and validity of a state metacognitive inventory: potential for alternative assessment. The Journal of Educational Research, 89(4) 234-245.
Ornoy, H., Nishri, G. L., & Uziel, L. (2014). Relationship between the personality and gender and the adjustment to a foreign culture: comparative research between expatriates and business trip travelers. International Journal of Bussiness Administration, 5, 122–134.
Rookwood, J. (2019). Access, security and diplomacy: perceptions of soft power, nation branding and the organizational challenges facing Qatar’s 2022 FIFA World Cup. Sport, Business and Management, 9(1), 26-44. DOI:10.1108/SBM-02-2018-0016
Sarkar, A. N. (2012). Green branding and eco-innovations for evolving a sustainable green marketing strategy. Asia-Pacific Journal of Management Research and Innovation, 8(1) 39–58. DOI: 10.1177/2319510X1200800106
Son, J., Jin, B., & George, B. (2013). Consumers' purchase intention toward foreign brand goods. Management Decision, 51(2), 434-450. DOI:10.1108/00251741311301902
Triandis, H. C. (1994). Culture and social behavior. New York: McGraw Hill.
Triandis, H. C. (2006). Cultural Intelligence in organizations. Group & Organization Management, 31(1), 20-26. DOI:10.1177/1059601105275253
Thomas R., & Van Dyne, L. (2018). A bi-factor theory of the four factor model of cultural intelligence: meta-analysis and theoretical extensions. Organizational Behavior and Human Decision Processes, 148, 124–144.
Ward, C., Fischer, R., Lam, F. S. Z., & Hall, L. (2009). The convergent, discriminant, and incremental validity of scores on a self-report measure of cultural intelligence. Educational and Psychological Measurement,69, 85–105
Yasin, N. M., Nasser, M., & Mohamad, O. (2007). Does image of country of origin matter to brand equity. Journal of Product & Brand Management, 16(1), 38-48. DOI:10.1108/10610420710731142
Ang, S., & Van Dyne, L. (2008). Handbook of Cultural Intelligence. New York: M.E. Sharpe.
Bäckman, L., & Dixon, R. A. (1992). Psychological compensation: a theoretical framework. Psychological Bulletin, 112(2), 259–283. DOI:10.1037/0033-2909.112.2.259
Bandura, A. (2002). Social cognitive theory in cultural context. Applied Psychology, 51, 269–290. DOI:10.1111/1464-0597.00092
Balabanis, G., &Diamantopolous, A. (2004). Domestic country bias, country of origin effects, and consumer ethnocentrism; a multidimensional unfolding approach, Academy od Marketing Science, 32(1), 80–95.
Bhaskar-Shrinivas, P. (2005). Input based and time-based models of international adjustment: meta-analytic evidence and theoretical extensions. Academy of Management Journal, 48, 257–281.
Brislin, R., Worthley, R., & MacNab, B. (2006). Cultural intelligence: understanding behaviors that serve people's goals. Group & Organization Management, 31, 40–55. DOI:10.1177/1059601105275262.
Baes, D. (2013). Cultural Intelligence in foreign language classes. Indiana: Indiana state University.
Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior. New York: Plenum.
Earley, P. C., & Ang, S. (2003). Cultural intelligence: Individual interactions across cultures. Palo Alto, CA: Stanford University Press.
Еarly, P. C., & Mosakowski, E (2004). Culutural Intelligence. Harward Business Review. 8(10), 139–153.
Flavell, J. H. (1979). Metacognition and cognitive monitoring: A new area of cognitive inquiry. American Psychologist, 34, 906–911. DOI:10.1037/0003-066X. 34.10.906.
Field, A. (2000). Discovering statistics using SPSS for Windows. Thousand Oaks: Sage Publication.
Frias-Jamilena, D. M., Sabiote-Ortiz, C. M., Martin-Santana, J. D., & Beerli-Palacio, A. (2018a). The effect of cultural Intelligence on consumer-based destination brand equity. Annals of Tourism Research, 72, 22-36. DOI:10.1016/j.annals.2018.05.009
Frias-Jamilena, D. M., Sabiote-Ortiz, C.M., Martin-Santana, J.D., & Beerli-Palacio, A. (2018b). Antecedents and consequences of cultural intelligence in tourism. Journal of Destination & Marketing, 8, 350-358. DOI: 10.1016/j.jdmm.2017.07.006
Goffman, Е. (1959). The presentation of self in everday life. Harmondsworth: Penguin.
Gudykunst, W. B., Ting-Toomey, S., & Chua, E. (1988). Culture and interpersonal communication. Newbury Park, CA: Sage.
Gelfand, M. J., Imai, L., & Fehr, R. (2008). Thinking intelligently about cultural intelligence: the road ahead. In S. Ang & L. Van Dyne (Eds.). Handbook of cultural intelligence: Theory, measurement, and applications, 375–387.
Gooden Ј., Creque, C.A., & Chin-Loy, C. (2017). The impact of metacognitive, cognitive and motivational cultural intelligence on behavioral cultural intelligence. International Bussines & Economics Jouranal, 16(3), 223–230.
Hall, E. T. (1959). The silent language. New York, NY: Doubleday.
Helen Kurpis, L. & Hunter, J. (2017). Developing Students’ Cultural Intelligence Through an Experiential Learning Activity: A Cross-Cultural Consumer Behavior Interview. Journal of Marketing Education, 39(1), 30–46. DOI: 10.1177/0273475316653337
Kanfer, R., & Heggestad, E. D. (1997). Motivational traits and skills: a person-centered approach to work motivation. Research in Organizational Behavior, 19, 1–56.
Kotler P. (2000). Marketing Management. Berlin: Pretince Hall.
Kotler P., & Valdemear F. (2006). B2B Brand Management. Haidelberg: Springer Berlin.
Kovačić, S., Milenković, N., Slivar, I. & Rancic, M. (2019). Shaping city brand strategies based on the tourists’ brand perception: report on Banja Luka main target groups. International Journal of Tourism Cities. DOI:10.1108/IJTC-08-2018-0061
Lee, J., & Nguyen, M. J. (2017). Product attributes and preference for foreign brands among Vietnamese consumers. Journal of Retailing and Consumer Services 35, 76-83.
Murdock, G. P. (1987). Outline of cultural materials.New Haven: Connecticut.
McDonald, M., Spears, M. C., & Parker, D. F. (2004). Strategic management: does personality make a difference? Academy of Strategic Management Journal, 3.
Moon, T. (2010). Emotional intelligence correlates of the four‐factor model of cultural intelligence. Journal of Managerial Psychology, 25(8), 876-898. DOI:10.1108/02683941011089134
Nunnally, J. C. (1978). Introduction to psychological measurement. New York: McGraw-Hill.
Nguyen, D., Barrett, N., & Miller, K. (2011). Brand loyalty in emerging markets. Journal of Marketing Intelligence and Planning, 29(3), 222-232. DOI:10.1108/02634501111129211
Nicic, M., & Iguman, S. (2019). Post-socialism and “ordinary” tourism: New Belgrade. International Journal of Tourism Cities, 5(3), 307-325. DOI:10.1108/IJTC-01-2018-0002.
O'Neil, H., & Abedi, J. (1996). Reliability and validity of a state metacognitive inventory: potential for alternative assessment. The Journal of Educational Research, 89(4) 234-245.
Ornoy, H., Nishri, G. L., & Uziel, L. (2014). Relationship between the personality and gender and the adjustment to a foreign culture: comparative research between expatriates and business trip travelers. International Journal of Bussiness Administration, 5, 122–134.
Rookwood, J. (2019). Access, security and diplomacy: perceptions of soft power, nation branding and the organizational challenges facing Qatar’s 2022 FIFA World Cup. Sport, Business and Management, 9(1), 26-44. DOI:10.1108/SBM-02-2018-0016
Sarkar, A. N. (2012). Green branding and eco-innovations for evolving a sustainable green marketing strategy. Asia-Pacific Journal of Management Research and Innovation, 8(1) 39–58. DOI: 10.1177/2319510X1200800106
Son, J., Jin, B., & George, B. (2013). Consumers' purchase intention toward foreign brand goods. Management Decision, 51(2), 434-450. DOI:10.1108/00251741311301902
Triandis, H. C. (1994). Culture and social behavior. New York: McGraw Hill.
Triandis, H. C. (2006). Cultural Intelligence in organizations. Group & Organization Management, 31(1), 20-26. DOI:10.1177/1059601105275253
Thomas R., & Van Dyne, L. (2018). A bi-factor theory of the four factor model of cultural intelligence: meta-analysis and theoretical extensions. Organizational Behavior and Human Decision Processes, 148, 124–144.
Ward, C., Fischer, R., Lam, F. S. Z., & Hall, L. (2009). The convergent, discriminant, and incremental validity of scores on a self-report measure of cultural intelligence. Educational and Psychological Measurement,69, 85–105
Yasin, N. M., Nasser, M., & Mohamad, O. (2007). Does image of country of origin matter to brand equity. Journal of Product & Brand Management, 16(1), 38-48. DOI:10.1108/10610420710731142
Published
2021/04/08
Section
Original Scientific Paper
