Host–home country linkages and host–home country specific advantages as determinants of foreign acquisitions by Indian firms

This paper examines the complementarity of country-specific linkages with country-specific advantages in explaining the foreign acquisitions by Indian MNEs by testing and extending further the Eclectic Paradigm. The approach to internationalisation dominated by the Eclectic Paradigm has constantly faced challenges in gaining acceptance as a holistic framework in explaining outward foreign direct investment (OFDI). In 2006 Dunning acknowledged that the role of networks and linkages (Dunning, 2006a). In this paper we explore the view that linkages between host and home country should be included in the Eclectic Paradigm as institutional assets. Country-specific linkages add to richness and improve explanatory power of the Eclectic Paradigm. Linkage variables are shown to be an adjunct to the Eclectic Paradigm, not an alternative to it.     

Self-consciousness and emotions driving femvertising: A path analysis of women’s attitude towards femvertising,forwarding intention and purchase intention

Femvertising is making huge waves as large numbers of brands are launching campaigns marketing feminism. While promoting products brands are selling empowerment to women through marketing campaigns. As women purchasing power is increasing they provide bigger opportunity to marketers, this is the reason femvertising is the hottest trend used by advertisers to attract women customers. This study investigates the influence of self-consciousness and Need for Emotion on Attitude towards femvertising. It further sheds light on the effect of Attitude towards femvertising on forwarding intention of ad and purchase intention of the advertised brand. ANOVA was conducted to analyze the relationship between demographic profile of women respondents with their attitude towards femvertising, forwarding intention and purchase intention. Results show that individuals Private & Public self-consciousness and need for emotion influence their attitude towards femvertising. Positive attitude towards femvertising influence their forwarding intention of ad but does to lead to purchase intent. The findings revealed that intention to forward and purchase intention varies across different age groups.