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Cultural accommodation: Does online sensory marketing count? Examining the effects of fashion brands’ cultural accommodation through multisensory website design: an abstract

Cultural accommodation: Does online sensory marketing count? Examining the effects of fashion brands’ cultural accommodation through multisensory website design: an abstract
Cultural accommodation: Does online sensory marketing count? Examining the effects of fashion brands’ cultural accommodation through multisensory website design: an abstract
We study how foreign brands’ cultural accommodation delivered through multisensory website design influences local consumers’ perceptions and purchase decisions. We place particular emphasis on the Chinese fashion industry, where many non-Chinese brands suffer because they confront with a dilemma, between adapting to the local culture and retaining their western originality. Drawing upon theories of cultural accommodation and homophily bias, our experimental results indicate that foreign brands’ use of cultural accommodating multisensory cues (both visual and auditory) in website design positively influence consumers’ purchase intention, while the congruence of culturally accommodating multisensory cues also enhances of consumers’ purchase intention to some extent. We also demonstrate the psychological mechanism in transmitting multisensory cues of cultural accommodation into purchase intention and identify the mediating roles of consumer-brand identification and brand image in this mechanism.

Our study takes a novel perspective to contribute to the emerging research stream of online multisensory marketing and contextualizes the application of multisensory cues in the increasingly digitized and international marketplace. Specifically, we identified the significant impact of the application of online multisensory cues on signaling brands’ cultural accommodation effort and facilitating consumer purchase. Besides, we added new empirical evidence to effects of multisensory integration and congruence on audiences’ perceptions and identified the cultural accommodation through sensory cues attracting consumers’ attention on the congruence between different senses. Finally, we advanced the understanding of homophily bias effects and demonstrate the mechanism of translating multisensory cues that carry messages of cultural accommodation into consumers’ purchase intention. This highlights the significance of shared identity between consumers and a brand (i.e. consumer-brand identification) in developing consumers’ evaluation and behavioral intention towards the brand. From a managerial perspective, we shed a new light on foreign brands’ cultural accommodation strategies in local markets and suggest multisensory website design as a cost-effective avenue for delivering the brands’ cultural accommodation effort.
Consumer-brand identification, Cross-cultural marketing, Cultural accommodation, Homophily bias effects, Online retailing, Online sensory marketing
2363-6165
453-454
Springer
Ben, Zhiying
4322a421-e052-49bc-b9bf-97e1e0afe78a
Liu, Hongfei
7d65edcf-20c9-452a-83c2-8b545b12f68c
Osburg, Victoria-Sophie
71d87389-b1ab-4700-a276-97999701f428
Yoganathan, Vignesh
67b17a5c-7863-44ba-b858-a9f1371ea624
Allen, Juliann
Jochims, Bruna
Wu, Shuang
Ben, Zhiying
4322a421-e052-49bc-b9bf-97e1e0afe78a
Liu, Hongfei
7d65edcf-20c9-452a-83c2-8b545b12f68c
Osburg, Victoria-Sophie
71d87389-b1ab-4700-a276-97999701f428
Yoganathan, Vignesh
67b17a5c-7863-44ba-b858-a9f1371ea624
Allen, Juliann
Jochims, Bruna
Wu, Shuang

Ben, Zhiying, Liu, Hongfei, Osburg, Victoria-Sophie and Yoganathan, Vignesh (2022) Cultural accommodation: Does online sensory marketing count? Examining the effects of fashion brands’ cultural accommodation through multisensory website design: an abstract. In, Allen, Juliann, Jochims, Bruna and Wu, Shuang (eds.) Developments in Marketing Science: Proceedings of the Academy of Marketing Science. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science) Springer, pp. 453-454. (doi:10.1007/978-3-030-95346-1_151).

Record type: Book Section

Abstract

We study how foreign brands’ cultural accommodation delivered through multisensory website design influences local consumers’ perceptions and purchase decisions. We place particular emphasis on the Chinese fashion industry, where many non-Chinese brands suffer because they confront with a dilemma, between adapting to the local culture and retaining their western originality. Drawing upon theories of cultural accommodation and homophily bias, our experimental results indicate that foreign brands’ use of cultural accommodating multisensory cues (both visual and auditory) in website design positively influence consumers’ purchase intention, while the congruence of culturally accommodating multisensory cues also enhances of consumers’ purchase intention to some extent. We also demonstrate the psychological mechanism in transmitting multisensory cues of cultural accommodation into purchase intention and identify the mediating roles of consumer-brand identification and brand image in this mechanism.

Our study takes a novel perspective to contribute to the emerging research stream of online multisensory marketing and contextualizes the application of multisensory cues in the increasingly digitized and international marketplace. Specifically, we identified the significant impact of the application of online multisensory cues on signaling brands’ cultural accommodation effort and facilitating consumer purchase. Besides, we added new empirical evidence to effects of multisensory integration and congruence on audiences’ perceptions and identified the cultural accommodation through sensory cues attracting consumers’ attention on the congruence between different senses. Finally, we advanced the understanding of homophily bias effects and demonstrate the mechanism of translating multisensory cues that carry messages of cultural accommodation into consumers’ purchase intention. This highlights the significance of shared identity between consumers and a brand (i.e. consumer-brand identification) in developing consumers’ evaluation and behavioral intention towards the brand. From a managerial perspective, we shed a new light on foreign brands’ cultural accommodation strategies in local markets and suggest multisensory website design as a cost-effective avenue for delivering the brands’ cultural accommodation effort.

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Cultural Accommodation- Does Online Sensory Marketing Count? Examining the Effects of Fashion Brands’ Cultural Accommodation through Multisensory Website Design - An Abstract - Accepted Manuscript
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Accepted/In Press date: 30 June 2022
e-pub ahead of print date: 30 June 2022
Published date: 2022
Additional Information: Publisher Copyright: © 2022, The Author(s), under exclusive license to Springer Nature Switzerland AG.
Keywords: Consumer-brand identification, Cross-cultural marketing, Cultural accommodation, Homophily bias effects, Online retailing, Online sensory marketing

Identifiers

Local EPrints ID: 470601
URI: http://eprints.soton.ac.uk/id/eprint/470601
ISSN: 2363-6165
PURE UUID: d324791e-7e1a-4364-a3ba-b3358fce9dda
ORCID for Hongfei Liu: ORCID iD orcid.org/0000-0001-8539-9054

Catalogue record

Date deposited: 14 Oct 2022 16:33
Last modified: 26 Oct 2022 01:59

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Contributors

Author: Zhiying Ben
Author: Hongfei Liu ORCID iD
Author: Victoria-Sophie Osburg
Author: Vignesh Yoganathan
Editor: Juliann Allen
Editor: Bruna Jochims
Editor: Shuang Wu

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