The aim of this study is to investigate how various elements of digital content impact the behavioural engagement of the content’s users in the setting of Southeast Europe, which has recently experienced turbulence in its political and social interrelationships. Using the stimulus-organism-response (S-O-R) theory we develop a model that considers two types of stimuli: digital content tone (consisting of positive and negative valence) and digital content substance, as well as two types of behavioural responses: opens and clicks on the content. Research is conducted in six countries over a period of three years, investigating objective users’ behavioural indicators for a regional newsletter. The results show digital content tone impacts users’ response in terms of opens and that this effect differs across the region. Furthermore, we show that the digital content substance is significantly related to number of clicks on the newsletter content and that this effect is curvilinear for the number of news features and number of calls, while it is positive and linear for the stakeholder/keywords mentions. Theoretical and managerial implications of the study are elaborated and discussed.

Contributing to the literature on brand stereotyping, we draw on the Stereotype Content Model to investigate whether the content of the brand stereotype (in terms of warmth and competence) impacts consumers' perceptions of functional, emotional and social value. In doing so, we explicitly account for the brand's level of perceived globalness (PBG) and localness (PBL) as known influences on both stereotype content and value perceptions. Across two studies, we find that brand warmth consistently and positively impacts functional and emotional value, whereas brand competence enhances functional value. The impact of the stereotyping dimensions on value is subsequently reflected in increased purchase intentions and higher brand ownership. Surprisingly, none of the latter outcomes is affected by social value. Our findings corroborate previous research showing that PBG and PBL are important drivers of brand stereotype content, but also reveal that brand warmth has a stronger impact on behavioral outcomes than brand competence.

Abstract Just recently, the literature has established the existence of a dark side with regard to customer orientation (CO) in terms of sales performance. However, no clear position is presented about the possible dark side of CO when it comes to B2B relational outcomes, preventing managers from knowing when to accentuate/suppress CO activities. The aim of this study is to examine the relational consequences of suppliers' CO seen through the customers' lenses, and to investigate the moderating role of perceived emotional value in a professional service relationship context. A conceptual model anchored in value and relationship marketing theories is tested on a sample of 226 professional service firms' business customers, using the PROCESS routine. The study finds that perceived CO is related to satisfaction with the relationship and with relationship performance in an inverted U-shaped form, while satisfaction is positively related to relationship performance. We show that, although preferring to receive CO from their supplier, customers might want a relationship that is not as intense/comprehensive as the one that the supplier aims to achieve. The study unfolds emotional value as a moderating mechanism that can prevent the diminishing effect of CO activities.

Abstract Contributing to research on consumer segmentation in the context of country-of-origin (COO) effects, the current study focuses on the need for cognition (NFC) and need for affect (NFA) as conditioning variables on the links between country image and attitude towards the country on the one hand and consumers' product-country image (PCI) assessments on the other. We conduct two studies: one in a highly developed, EU-member country (Austria, N = 203) and one in a developing CEE country (Bosnia & Herzegovina, N = 195). Our findings show that NFC and NFA have opposing influences on the aforementioned relationships in Austria. In contrast, in Bosnia & Herzegovina we find no significant interaction effects as well as a non-significant relationship between attitude towards the country and PCI. Overall, our results indicate that the utility of NFC and NFA as segmentation variables is country-specific and reveal cross-country differences in the operation of COO effects.

Purpose – Service employees play a crucial role in creating and sustaining the reputation of service fi rms. Their attitudes and commitment to the fi rm are refl ected in customers’ perceptions of quality and loyalty, which ultimately improve corporate performance. The aim of this study is to better understand what contributes to raising frontline employees’ awareness of their role in building and sustaining the corporate reputation of service fi rms. Design/methodology/approach – We adapt Helm’s (2011) conceptual framework based on a work-related social identity theory and test the adapted model through an empirical study on 544 service fi rms’ frontline employees. Findings – Our fi ndings show that job satisfaction of frontline employees is a signifi cant determinant of their reputation impact awareness, as well as a mediator of Sažetak Svrha – Zaposlenici uslužnih poduzeća imaju ključnu ulogu u stvaranju i održavanju reputacije poduzeća. Stavovi zaposlenih i njihova posvećenost poduzeću odražavaju se u percepcijama korisnika o kvaliteti usluge i lojalnosti, što u konačnici unapređuje performanse poduzeća. Svrha rada jest bolje razumjeti što doprinosi podizanju svijesti kontaktnoga osoblja uslužnih poduzeća o njihovoj ulozi u izgradnji i održavanju korporativne reputacije. Metodološki pristup – Prilagođen je konceptualni okvir koji je razvila Helm (2011), a koji je temeljen na teoriji društvenog identiteta vezanoga uz posao. Prilagođeni je model empirijski testiran na uzorku 544 zaposlenika kontaktne osobe iz uslužnih poduzeća. Rezultati i implikacije – Rezultati istraživanja pokazuju da je zadovoljstvo poslom kontaktnog osoblja značajna odrednica njihove svjesnosti o utjecaju reputacije, kao i Market-Tržište Vol. 31, No. 2, 2019, pp. 171-185 UDK 331.101.32:316.64/.65:658:005.336.6 DOI http://dx.doi.org/10.22598/mt/2019.31.2.171 Original scientifi c paper Vesna Babić-Hodović, Maja Arslanagić-Kalajdžić 172 Vo l. 31 , N o. 2 , 2 01 9, p p. 1 71 -1 85 the eff ects that pride and perceived corporate reputation have on corporate reputation impact awareness. Limitations – Possible existence of other dimensions of perceived corporate reputation, when it comes to internal stakeholders – the employees, present a limitation of this study and should certainly be considered in future research. Originality/value – We compare and contrast our fi ndings with previous studies and shed more light on internal marketing possibilities targeted towards frontline employees.

Although uncertainty avoidance is identified as an important concept for understanding intrapreneurial intentions, empirical findings have not been consistent in portraying a broader picture of how uncertainty avoidance shapes intrapreneurial intentions. This study bridges this gap through a four-level conceptual model of the role of uncertainty avoidance in the formation of employees’ intrapreneurial intentions, differentiating among unit- and country-level uncertainty avoidance. Using the established relationship between behavioral control and intentions, we consider how employee creativity and self-efficacy influence intrapreneurial intentions. Following the person-environment fit paradigm and the resulting fit traditions of complementarity and supplementarity, we narrow in on how these processes operate within specific (stimulating or inhibiting) cultural settings in terms of uncertainty avoidance at both the unit and country levels. Using data from 787 employees on the first level nested into 73 units on the second level, 19 organizations on the third level, and eight countries on the fourth level, study shows evidence for a beneficial interplay between unit-level uncertainty avoidance and creativity or self-efficacy when there is a supplementary or complementarity fit. The interplay between behavioral and contextual factors is negative, however, when neither type of fit applies. Finally, country-level uncertainty avoidance seems to be irrelevant to intrapreneurial intentions.

Abstract Drawing on international branding literature and stereotyping research, the current study seeks to answer the following research questions: (1) do consumers' perceptions of brand globalness/localness influence their stereotypical assessments of brands in terms of their warmth and competence, and (2) do these stereotypical dimensions impact consumer-brand identification and, through it, purchase intentions and brand ownership? The proposed conceptual model is tested using data from two countries (Austria: N = 243; Bosnia & Herzegovina: N = 95) and seven global brands from different product categories. The findings reveal that perceived brand globalness and localness indeed influence the content of brand stereotypes by impacting consumers' assessments of warmth and competence. Brand warmth is revealed to be the key driver of consumer-brand identification which, in turn, stimulates purchase intentions and brand ownership. Brand competence is not significantly related to consumer-brand identification (across both studies), indicating that not all dimensions of stereotype content are relevant for the consumer-brand relationship.

Abstract Building on the limited literature on consumer xenocentrism, this study investigates the route through which the construct impacts consumers' purchase intentions for (a) domestic, (b) foreign genuine, and (c) foreign counterfeit brands, while controlling for product category effects and the impact of consumer ethnocentrism and cosmopolitanism. Drawing on system justification theory and based on a sample of Russian consumers (N = 262), it is shown that a serial mediation model, with product-country image and brand attitudes as intervening variables, effectively describes the route through which consumer xenocentrism (a) positively influences intentions to buy genuine foreign brands, and (b) negatively influences purchase intentions for domestic brands. These effects of consumer xenocentrism are observed over and above the influences of ethnocentrism and cosmopolitanism and after controlling for brand familiarity, price sensitivity and product category involvement. The results also show that xenocentrism is not able to explain consumers' willingness to buy (foreign) counterfeit brands.

Abstract Contributing to the research on sustainable consumption, we propose a conceptual framework for examining the antecedents of two forms of sustainable consumption behavior of young adults—namely, pro-environmental and pro-social consumption behavior. The theory-driven conceptual framework presented and tested in this study is focused on consumer engagement. Determined by self-identity and consumer values, the pro-environmental and pro-social consumer engagement of young adults was expected to enhance their pro-environmental and pro-social consumption behavior. In addition, we investigated how young adults' emotional intelligence moderates the strength of the effect of engagement on behavior. Based on data obtained from two countries, analyzed through structural equation modeling, our results show that pro-environmental engagement and pro-social engagement are significant predictors of young adults' pro-environmental and pro-social consumption behavior. Emotional intelligence boosts the effect of engagement on pro-environmental and pro-social consumption behavior, and it has a significant direct effect on pro-environmental behavior.