ORIGINAL_ARTICLE
Human Resource Management Bundles and Employee Performance: A Mediated Model
This research demonstrated the impact of human resource management bundles on employee performance, both direct and mediated by human capital and organizational commitment. The ability-enhancing, motivation-enhancing and empowerment-enhancing HRM bundles have significant direct impacts on employee performance and organizational commitment. However, only the motivation-enhancing HRM bundle has a significant direct impact on human capital. There are also significant impacts from human capital to employee performance, organizational commitment to human capital, organizational capital to social capital and social capital to human capital. Finally, human capital has a significant relationship with employee performance. Most of the hypothesized mediated effects were also found, except that their effects were smaller than those of the direct effects. Implications of the research findings and proposals for future research are discussed.
https://www.ijmae.com/article_114605_1486ce9ee45c9939a2d25ba0cd04992d.pdf
2019-08-01
582
598
Human resource bundles
Human capital
Social Capital
organizational capital
organizational commitment
Lian
Fei
liankf@utar.edu.my
1
Assistant Professor, Universiti Tunku Abdul Rahman, Sg Long Campus, Cheras, Malaysia
LEAD_AUTHOR
Agarwala, T. (2003). Innovative human resource practices and organizational commitment: An empirical investigation. International Journal of Human Resource Management, 14 (2), 175-197.
1
Ali, M., Lei, S., and Wei, X-Y. (2018). The mediating role of the employee relations climate in the relationship between strategic HRM and organizational performance in Chinese banks. Journal of Innovation and Knowledge, 3, 115-122.
2
Al-Refaie, A. (2015). Effects of human resource management on hotel performance using structural equation modeling. Computers in Human Behavior, 43, 293-303.
3
Batarliene, N., Cizinene, K., Vaiciute, K., Sapalaite, J., and Jarasuniene, A. (2017). The impact of human resource management on the competitiveness of transport companies. Procedia Engineering, 187, 110-116.
4
Bei Yu, B., and Egri, C.P. (2005). Human resource management and affective organizational commitment: A comparison of Chinese employees in a state owned enterprise and a joint venture. Asia Pacific Journal of Human Resources, 43 (30), 332-360.
5
Bello-Pintado, A. (2015). Bundles of HRM practices and performance: Empirical evidence from a Latin American context. Human Resource Management Journal, 25 (3), 311-330.
6
Beltran-Martin, I., and Bou-Llusar, J.C. (2018). Examining the intermediate role of employee abilities, motivation and opportunities to participate in the relationship between HR bundles and employee performance. Business Research Quarterly, 21, 99-110.
7
Blom, R., Kruyen, P.M., Van der Heijden, B.I.J.M., Thiel, S.V. (2018). One HRM fits all? A meta-analysis of HRM practices in the public, semi-public and private sector. Review of Public Personnel Administration, 1-33. DOI:10.1177/0734371X187734 92.
8
Bowen, D.E. (1995). Empowering service employees. Sloan Management Review, 36, 73-84.
9
Butts, M.M., Vandenberg, R.J., Dejoy, D.M., Schaffer, B.S., and Wilson, M.G. (2009). Individual reactions to high involvement work processes: investigating the role of empowerment and perceived organizational support. Journal of Occupational Health Psychology, 14 (2), 122-136.
10
Cabello-Medina, C., Lopez-Cabrales, A., and Valle-Cabrera, R. (2011). Leveraging the innovation performance of human capital through HRM and social capital in Spanish firms. International Journal of Human Resource Management, 22 (4), 807-828.
11
Chen, C-J., Liu, T-C., Chu, M-A., and Hsiao, Y-C. (2014). Intellectual capital and new product development. Journal of Engineering and Technology Management, 33, 154-173.
12
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13
Diamantopoulos, A., and Siguaw, A. (2006). Formative versus reflective indicators in organizational measure development: A comparison and empirical illustration. British Journal of Management, 17 (4), 263-282.
14
Donate, M.J., and Pena, I., Sanchez de Pablo, J.D. (2016). HRM practices for human and social capital development: effects on innovation capabilities. International Journal of Human Resource Management, 27 (9), 928-953.
15
Edvinsson, L., and Malone, M.S. (1997). Intellectual capital: Realizing your company’s true value by finding its hidden roots. New York: Harper Business.
16
Gooderham, P., Parry, E., and Ringdal, K. (2008). The impact of bundles of strategic human resource management on the performance of European firms. International Journal of Human Resource Management, 19 (11), 2041-2056.
17
Guest, D., Conway, N., and Dewe, P. (2004). Using Sequential Tree Analysis to Search for Bundles of Human Resources Practices. Human Resource Management Journal, 14, 79-96.
18
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19
Hauff, S., Alewell, D., and Hansen, N.K. (2018). Further exploring the links between high-performance work practices and firm performance: A multiple-mediation model in the German context. German Journal of Human Resource Management, 32 (1), 5-26.
20
Huang, C-F., and Hsueh, S-L. (2007). A study of the relationship between intellectual capital and business performance in the engineering consulting business: A path analysis, Journal of Civil Engineering and Management, XIII (4), 265-271.
21
Hui, M.K., Au, K., and Fock, H. (2004). Empowerment effects across cultures. Journal of International Business Studies, 35, 46-60.
22
Hui, M.K., Au, K., and Fock, H. (2004). Empowerment effects across cultures. Journal of International Business Studies, 35, 46-60.
23
Jiang, K., Lepak, D.P., Hu, J., Baer, J.C. (2012). How does human resource management influence organizational outcomes? A meta-analytic investigation of mediating mechanisms. Academy of Management Journal, 55 (6), 1264-1294.
24
Juhdi, N., Pa’wan, F., and Hansaram, R.M.K. (2013). HRM practices and turnover: The mediating roles of organizational commitment and organizational engagement in a selected region in Malaysia. International Journal of Human Resource Management, 24 (15), 3002-3019.
25
Kianto, A., Saenz, J., and Aramburu, N. (2017). Knowledge-based human resource management practices, intellectual capital and innovation. Journal of Business Research, 81, 11-20.
26
Kline, R.B. (2011). Principles and Practice of Structural Equation Modeling. New York: The Guilford Press.
27
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28
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29
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30
Meyer, J.P., and Smith, C.A. (2000). HRM practices and organizational commitment: Test of a mediation model. Canadian Journal of Administrative Sciences, 17 (4), 319-331.
31
Nieves, J., and Quintana, A. (2018). Human resource practices and innovation in the hotel industry: The mediating role of human capital. Tourism and Hospitality Research, 18 (1), 72-83.
32
Ozbag, G.K., Esen, E., and Esen, D. (2013). The Impact of HRM Capabilities on Innovation Mediated by Knowledge Management Capability.Retrieved 20 February 2019, from http://www.sciencedirect.com.
33
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34
Seeck, H., and Diehl, M-R. (2017). A literature review on HRM and innovation-taking stock and future directions. International Journal of Human Resource Management, 28 (6), 913-944.
35
Sendogdu, A.A., Kocabacak, A., and Guven, S. (2013). The relationship between human resource management practices and organizational commitment: A field study. Procedia Social and Behavioral Sciences, 99, 818-827.
36
Stewart, T.A. (1998). Intellectual capital: The new wealth of organization. New York: Nicholas Brealey Publishing.
37
Subramony, M. (2009). A meta-analytic investigation of the relationship between HRM bundles and firmn performance. Human Resource Management, 48, 745-768.
38
Teece, D.J., (2000). Managing intellectual capital: Organizational, strategic and policy dimensions. Oxford: Oxford University Press.
39
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40
Yang, C-C., and Lin, C. Y-Y. (2009). Does intellectual capital mediate the relationship between HRM and organizational performance? Perspective of a healthcare industry in Taiwan. International Journal of Human Resource Management, 20, 1965-1984.
41
Yaseen, S.G., Dajani, D., and Hasan, Y. (2016). The impact of intellectual capital on the competitive advantage” Applied study in Jordanian telecommunications companies. Computers in Human Behavior, 62, 168-175.
42
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43
ORIGINAL_ARTICLE
Accounting for the Efficacy of Defense Expenditure to Economic Growth in India
In present era, to preserve a security and sovereignty of the country, it is necessary to spend a significant amount of national income on defense sector. This study instigates the increasing demand of defense expenditure and also to study the growth performance of India’s with special focus on the efficacy of defense expenditure on economic growth. This study adopts an Autoregressive Distributed Lag and Toda-Yamamoto granger non-causality model during the period 1961 to 2017. Overall, the results suggest that India is affected both internally and externally issues and also verifies that defense expenditure and economic growth are positively and significantly affect to each other in both period short run and long run. It advocates that increment in defense expenditure by 1% in current period will help to boost economic growth by 1.15 per cent in the long run. For to the directional relationship the Toda-Yamamoto Granger causality outcomes suggest that causality running form DE to GDP which means shows the unidirectional relationship. Accordingly, this designates that defense sector has a crucial efficacy in the development of Indian economies.
https://www.ijmae.com/article_114606_2969d8a224a79008581b20a9c9215644.pdf
2019-08-01
599
615
Defense Expenditure
Gross Domestic Product
Demand, ARDL, Co-integration, Toda-Yamamoto Granger Causality, India
Sapana
Sharma
sapusharma70@gmail.com
1
Ph.D. research scholar, Dept. Of Economics, Himachal Pradesh University, Summerhill, Shimla, 171005, India
LEAD_AUTHOR
Sanju
Karol
sanjukarol@gmail.com
2
ICDEOL, Himachal Pradesh University, Summerhill, Shimla, 171005, India
AUTHOR
Atesoglu, H.S. and M.J. Mueller, 1990. “Defence spending and economic growth”. Defence and Peace Economics, 2(1): 19-27.
1
Benoit, E. 1973. “Defence and Economic Growth in Developing Countries”. Lexington Books, Boston.
2
Castille, J., Lowell, J., Tellis, A, J., Munoz, J. and Zycher, B. 2001. “Military Expenditures and Economic Growth”, Arroyo Centre, RAND Publications.
3
Chletsos, M., & Kollias, C. 1995. “Defense expenditure and growth in Greece 1974-90: some preliminary econometric results”. Applied Economics, 27(9), 883-890. doi. 10.1080/00036849500000042
4
Chudik, A and Paseran , H., 2013. “Large Panel Data Models with Cross-Sectional Dependence: A Survey”. Federal Reserve Bank of Dallas Globalization and Monetary Policy Institute Working Paper No. 153.
5
Das, Ramesh Chandra, Soumyananda Dinda, and Kamal Ray. 2015. “Causal Link between Military Expenditure and GDP-a Study of Selected Countries.” International Journal of Development and Conflict 5: 114–26.
6
Datta, Kanchan, and Chandan Kumar Mukhopadhyay. 2011. “Defense Expenditure and Economic Growth: Time Series Evidence on Causality in India.” International Journal of Economic Issues 4 (2): 241–55.
7
Deger, S., & Sen, S. 1983. “Military expenditures, spin-off and economic development”. Journal of Development Economics, 13(1-2), 67-83. doi. 10.1016/0304-3878(83)90050-0
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Dickey, D.A., & Fuller, W.A. (1979). Distribution of the estimators fro autoregressive series with a unit root, Journal of American Statistical Association, 74(366), 427-431. doi. 10.2307/2286348
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Dimitraki, Ourania, and Faek Menla Ali. 2015. “The Long-Run Causal Relationship between Military Expenditure and Economic Growth in China: Revisited.” Defence and Peace Economics 26 (3): 311–26. https://doi.org/10.1080/10242694. 2013.810024.
10
Dunne, J. Paul, and Mehmet Uye. 2018. “Defence Spending and Development.” The Global Arms Trade, 293–305. https://doi.org/10.4324/9780203851456-21.
11
Dunne, John Paul. 2012. “Military Spending, Growth, Development and Conflict.” Defence and Peace Economics 23 (6): 549–57. https://doi.org/10.1080/10242694.2 012.663576.
12
Economic Survey. 1991-92. “Ministry of Finance”, Government of India.
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Govt. of India 2018. Handbook of Statistics on Indian Economy 2018, Reserve bank of India.
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16
Haseeb, Muhammad. 2014. “Defense Expenditure and Economic Growth: A Case Study of Pakistan Master of Economics University Utara Malaysia February 2014,”. February.
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Hussain, Fiaz, Shahzad Hussain, and Naila Erum. 2015. “Are Defense Expenditures pro Poor or Anti Poor in Pakistan? An Empirical Investigation.” Pakistan Development Review 54 (4): 875–92.
18
Ismail, Saba. 2017. “Military Expenditure and Economic Growth in South Asian Countries: Empirical Evidences.” International Journal of Economics and Financial Issues 7 (3): 318–25. http://www.econjournals.com/index.php/ijefi/ article/view/4391.
19
Joerding, W. 1986. “Economic Growth and Defense Spending; Granger Causality”, Journal of Development Economics, Vol. 21, pp. 35-40.
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Kennedy, G. (1983). Defense Economics, St Martin's, New York.
22
Khalid, Masoud, Ali and Hatem Hatef Abdulkadhım Altaee. 2015. “Military Spending and Economic Growth Relationship in the Case of France, ARDL and Causality Analysis.” Mediterranean Journal of Social Sciences 6 (4): 178–85. https://doi.org/10.5901/mjss.2015.v6n4p178.
23
Kollias, C., & Paleologou, S. 2003. “Domestic political and external security determinants of the demand for greek military expenditure”. Defence & Peace Economics, 14(6), 437-445. doi. 10.1080/1024269032000085206
24
Korkmaz, Suna. 2015. “The Effect of Military Spending on Economic Growth and Unemployment.” International Journal of Economics and Financial Issues 5 (1): 273–80.
25
Kusi, N. K.1994. “Economic Growth and Defence Spending in Developing Countries”, Journal of Conflict Resolution, Vol. 38, pp. 152-159.
26
Lim, D. 1983. “Another look at growth and defense in developed countries”. Economic Development and Cultural Change, 31(2), 377-384. doi. 10.1086/451326
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Looney, Robert E., and P. C. Frederiksen. 1986. “Defense Expenditures, External Public Debt and Growth in Developing Countries.” Journal of Peace Research 23 (4): 329–37. https://doi.org/10.1177/002234338602300403.
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37
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Rashid, A K M Saifur, and Md Zahir Uddin Arif. 2012. “Does Military Expenditure Influence Economic Growth in Developing Countries? A Cointegration Analysis.” Researchers World 3 (3): 92–99. http://search.proquest.com/docview/1034611818.
39
Safdari, M., Keramati, J., & Mahmoodi, M. 2011. “The relationship between military expenditure and economic growth in four Asian countries”. Chinese Business Review, 10(2), 112-118.
40
Shahbaz, M., Afza, T., & Shabbir, M. S. 2013. “Does defence spending impede economic growth? Cointegration and causality analysis for Pakistan”. Defence and Peace Economics, 24(2), 105-120.
41
Shahbaz, Muhammad, and Muhammad Shahbaz Shabbir. 2015. “Military Spending and Economic Growth in Pakistan: New Evidence from Rolling Window Approach.” Economic Research-Ekonomska Istraživanja 25 (1): 119–31. https://doi.org/10.108 0/1331677x.2012.11517499
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45
Taylor, J. B. 2000. "Teaching modern macroeconomics at the principles level." American Economic Review: 90-94.
46
Tiwari, Aviral Kumar, and a P Tiwari. 2010. “Defence Expenditure and Economic Growth: Evidence from India Abstract:” Journal of Cambridge Studies 5: 117–31.
47
Toda, H.Y. and Yamamoto, T. 1995. “Statistical Inference in Vector Autoregression with Possibly Integrated Processes.” Journal of Econometrics, 66, 225-250. http://dx.doi .org/10.1016/0304-4076(94)01616-8
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Tsaurai, Kunofiwa. 2016. “Military Expenditure and the Economy of Zimbabwe.” Journal of Governance and Regulation 3 (2): 65–73. https://doi.org/10.22495/ jgr_v3_i2_c1_p6.
49
Ward, M. D., Davis, D., Penubarti, M., Rajmaria, S. and Cochran, M. 1991. “Military Spending in India: Country Survey I”, Defence Economics, Vol. 3, No. 1, pp. 41-63.
50
Weede, E.1986. “Rent reeking, military participation, and economic performance in LDCs”, The Journal of Conflict Resolution, 30(2), 291-313. doi. 10.1177/0022002 786030002004
51
Yildirim†, J., Sezgin, S., & Öcal, N. 2005. “Military expenditure and economic growth in Middle Eastern countries: a dynamic panel data analysis”. Defence and Peace Economics, 16(4), 283-295.
52
Zaman, K, I A Shah, M M Khan, M Ahmad, and Mehboob Ahmad. 2012. “Cointegration Analysis of the Economic Growth, Military Expenditure, and External Debt: Evidence from Pakistan.” Journal of Economics and Business Research, no. 1: 91–117.
53
ORIGINAL_ARTICLE
Detection of Earnings Manipulation Practices in Bangladesh
This study is conducted to detect earnings manipulation practices in selected textile companies of Bangladesh. It investigates whether the textile companies of Bangladesh are engaged in earnings manipulation of not. For testing this hypothesis, Beneish M-Score is being used collecting data of 13 textile companies from financial year 2012-2018. This study indicates a great number of earnings manipulation practices conducted in textile industries. This paper, based on Beneish M-Score, finds evidences regarding manipulation of earnings through disproportionate rise in receivables, cost deferral, less cash behind reported income, etc. by listed companies. This paper finds that the textile companies are manipulating earnings. While this model can be easily used to detect earnings manipulations using annual reports provided by listed companies, further investigations are needed to identify the reasons behind distortions in reported numbers are actually earnings manipulation or any other organizational origin. Being a cost effective tool in detecting frauds through manipulating earnings, this model can be a great tool for auditors and other respective regulatory authorities.
https://www.ijmae.com/article_114607_46d1a3ffcc0732f9429872e1bf98bad8.pdf
2019-08-01
616
631
earnings manipulation
Beneish M-Score
Cost Deferral
Ishtiak
Sakib
ahmedsakib294@gmail.com
1
Department of Accounting & Information Systems, University of Dhaka, Dhaka, Bangladesh
LEAD_AUTHOR
Ahmed, T., & Naima, J. (2016). Detection and Analysis of Probable Earnings Manipulation by Firms in a Developing Country. Asian Journal of Business and Accounting, 9(1), 59-81.
1
Beneish, M. D. (1999). The Detection of Earnings Manipulation. Financial Analysts Journal, 55(5), 24-36.
2
Beneish, M. D., & Press, E. (1993). Costs of Technical Violation of Accounting-Based Debt Covenants. The Accounting Review, 68(2), 233-257.
3
Eng, L. L., Sun, L., & Vichitsarawong, T. (2014). Are International Financial Reporting Standards–Based and U.S. GAAP–Based Accounting Amounts Comparable? Evidence from U.S. ADRs. Journal of Accounting, Auditing & Finance, 29(2), 163-187.
4
Fridson, M. S. (1993). Financial Statement Analysis: A Practitioner's Guide. John Wiley, New York.
5
Fung, A. (2015). Putting the Public Back into Governance: The Challenges of Citizen Participation and Its Future. Public Administration Review, 75(4), 513-522.
6
Jensen, M. C., & Meckling, W. H. (1976). Theory of the firm: Managerial behavior, agency costs and ownership structure. Journal of Financial Economics, 3(4), 305-360.
7
Jung, B., Lee, W.‐J. & Weber, D. P. (2014). Financial Reporting Quality and Labor Investment Efficiency. Contemporary Accounting Research, 31(4), 1047-1076.
8
Khan, A. R., & Akter, M. (2017). An Analysis of Earninga Management: Evidence from Food & Allied Industry of Bangladesh. International Journal of Accounting & Financial Reporting, 7(2), 359-372.
9
Kramer, J., & Chen, J. (2010). Title of the Article. Journal Name, 110-313.
10
Lev, B., & Thiagarajan, R. (1993). Fundamental Information Analysis. Journal of Accounting Research, 31(2), 190-215.
11
Levitt, A. (1998). The Numbers Game. Securities and Exchange Commission, U.S.
12
Mulford, C. W., & Comiskey, E. E. (2002). The Financial Numbers Game: Detecting Creative Accounting Practices. New York: John Wiley & Sons Inc.
13
Nwoye, U., Obiorah, J., & Chukwunonso, E. (2015). Assessing the Risk of Fraud in Published IFRS and Nigerian GAAP Financial Reports: A Comparative Application of the Beneish Models. The IUP Journal of Accounting Research & Audit Practices, 14(1), 21-42.
14
Omar, N., Koya, R. K., & Sanusi, Z. M. (2014). Financial Statement Fraud: A Case Examination Using Beneish Model and Ratio Analysi. International Journal of Trade, Economics and Finance, 5(2), 184-186.
15
Orellana, A. R., Romero, M. J., & Garrido, T. M. (2017). Measuring fraud and earnings management by a case of study: Evidence from an international family business. European Journal of Family Business, 7, 41-53.
16
Salvato, C., & Moores, K. (2010). Research on Accounting in Family Firms: Past Accomplishments and Future Challenges. Family Business Review, 23(3), 193-215.
17
Siegel, J. G. (1991). How to Analyze Businesses, Financial Statements, and the Quality of Earnings. Prentice Hall, New Jersey, 2nd Edition.
18
Tarjo, & Herawati, N. (2015). Application of Beneish M-Score Models and Data Mining to Detect Financial Fraud. Procedia - Social and Behavioral Sciences, 21(1), 924-930.
19
Thiruvadi, S., & Huang, H.-W. (2011). Audit committee gender differences and earnings management. Gender in Management: An International Journal, 26(7), 483-498.
20
Watson, J., Taylor, A., Haffman, T., Jorge, A., Sulivan, B., Chung, D., et al. (2009). Title of the Book. New York: Publisher.
21
ORIGINAL_ARTICLE
The Impact of EWOM Marketing and the Mediating Role of Brand Attitude on the Intention of Purchase Customers Online
The present study investigated the impact of e-marketing on the market; Attitude to brand on intention to buy online. The statistical population of this study is buyers of electronic products in Shiraz. Due to the uncertainty of the population size, the sample size was selected using Morgan table and 385 individuals were selected. Non-random sampling was made available. The data were collected through a questionnaire and were used to assess the validity of the questionnaire; Cronbach's alphatest; content validity of the questionnaire was used to determine the validity of the questionnaire. Data analysis was performed using two levels of descriptive-inferential statistics using SPSS 25 software and SPSS 3 software. The results showed that word of mouth marketing has a positive effect on brand attitude. Also, word of mouth marketing has a positive effect on customers 'online shopping intention but brand attitude does not have a positive effect on customers' online shopping intention. Also, brand attitude has a mediating role; the impact of word of mouth marketing on consumers' online shopping intentions.
https://www.ijmae.com/article_114642_057f50269ddaf223c535fa8205a9badf.pdf
2019-08-01
632
639
EWOM Marketing
Online Attitude
Brand Attachment
Electronic Products
Mohammad
Farzanegan
sajad.farzanegan48@gmail.com
1
Management Group, European University, Yerevan, Armenia
LEAD_AUTHOR
Al-Debei, M.M., Akroush, M.N. and Ashouri, M.I. (2015), “Consumer attitudes towards online shopping”, Internet Research, Vol. 25 No.5, pp.707-733
1
Azeem, A. and Haq, Z.U. (2012). Perception towards Internet Advertising: A Study with Reference to Three Different Demographic Groups. Global Business and Management Research: An International Journal, Vol.4, No.1, pp. 28-45.
2
Blazevic, V., Hammedi, W. and Garnefeld, I., et al. (2013), “Beyond traditional word-of-mouth: an expanded model of customer-driven influence”, Journal of Service Management, Vol. 24 No. 3, pp.294-313.
3
Chang, H.H., Rizal, H. and Amin, H. (2013). The determinants of consumer behavior towards email advertisement. Internet Research, Vol. 23, No. 3, pp. 316-337.
4
Chitu, B.I., & Tecau, A.S. (2012). Issues related to social network advertising. Journal of Economic Sciences, Vol.5, No.1, pp.31-36.
5
Godes, D. and Mayzlin, D. (2004), “Using online conversations to study word-of-mouth
6
communication”, Marketing Science, Vol.23 No.4, pp. 545-560.
7
Goyette I. Ricard L. Bergeron J. & Marticotte F. (2010). e-WOM scale: word-of- mouth measurement scale for e-service context. Canadian Journal of Administrative Sciences, 27, 5-27.
8
Hsu, C.L., Lin, J.C.C. and Chiang, H.S. (2013), “The effects of blogger recommendations on customers’ online shopping intentions”, Internet Research, Vol.23 No.1, pp.69 -88.
9
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10
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ORIGINAL_ARTICLE
Global Marketing Practices that Created Controversies and How They Could Possibly Be Avoided
This research paper is aimed at highlighting various controversies created by certain global marketing and advertising practices by several organizations including leading multinational corporations. Before showcasing the actual controversial marketing campaigns and advertisements, this article deals with introductory aspects of marketing and advertising , the impact of marketing on customers’ behaviours and offers an overview of global marketing. This paper describes the marketing mishaps including Pepsi’s advertisement campaign featuring Kendall Jenner, IKEA’s Saudi Arabia product catalogue, Audi’s car commercial in China, Dove’s social media campaign, Boden’s catalogue and more recent Surf Excel India’s Holi advertisement. All these campaigns and advertisements landed the respective companies into controversies drawing serious public flak and online uproar against them. This article also largely examines the underlying causes behind these controversies and offers broad guidelines and thumb rules to avoid such controversies. Finally, this research article concludes by summarily outlining the key contours and takeaways of the entire research paper.
https://www.ijmae.com/article_114643_c72128589c1bb3095cbb745cd8dba41c.pdf
2019-08-01
640
654
Marketing
Global Marketing
Marketing Mishap
advertising
Consumer Behaviour
culture
Culture Marketing
Stereotype Marketing
Diversity Marketing
Asiya
Hassan
istaaber@gmail.com
1
School of Business, Malaysia University of Science and Technology, Petaling Jaya, Selangor
LEAD_AUTHOR
Rashad
Yazdanifard
2
Malaysia University of Science and Technology, Petaling Jaya, Selangor
AUTHOR
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