CALL FOR PAPERS

11th Royal Bank International Research Conference

Understanding the Global Consumer Culture: Views from Eastern and Western Scholars

Following the highly successful international conferences in Tokyo (Japan) in 2010 and in Shanghai in 2012, the eleventh meeting and the third foray outside Canada of the Royal Bank International Research Conference will be held in Wuxi, China on June 24-26, 2016. This conference is co-sponsored by the Business School of Jiangnan University and the Journal of Business Research. The main topic of this conference is to further our understanding of the global consumer culture, from the dual perspectives of Eastern and Western scholars. The main objective of this international conference is to bring together researchers from diffrent disciplines interested in advancing knowledge on the global consumer culture and the development of marketing strategies to target these global consumer markets.

Papers are sought in the following key areas of global consumer culture (the list is not exhaustive):

• Understanding the global consumer, in particular acculturation toward the global consumer culture
• Cross-cultural methodological issues in a marketing context
• Development of invariant scales in culture and marketing
• Global service expectations, service experience and delivery perceptions across cultures
• Global product quality perceptions across cultures
• Global relationship marketing across cultures
• Global pricing issues in multicultural environments
• Communication and image of products in cross-cultural contexts
• Branding issues in cross-cultural and global settings
• Cultural inflences in accessing, interacting, experimenting and participating in a service
• Global product innovations, e-marketing and diffsion processes
• Technology innovation and sustainable development
• Global media and social media/brand communities/mobile networks
• Global online consumer/customer behavior
• Global products categories (e.g. luxury products, cars, international foods, electronics)
• Ethical issues in cross-cultural consumption behaviors
• Green marketing and sustainability
• Global strategies and global consumers
• Language(s) of the global consumer markets, especially among bilingual consumers
• Ethnic identity, ethnic values and social norms, and effcts on consumer dispositions and behaviors in cross-cultural settings
• Extending Eastern brands to Western markets, and vice-versa
• Applying and validating marketing theory developed in the West to Eastern and/or cross-cultural settings

Papers should be less than 30 double-space pages in length, with 1” margins and 12 pt fonts, and follow the guidelines of the Journal of Business Research. Electronic submissions are required. All papers will be subject to a double blind peer review procedure. The best papers of the Royal Bank International Research Conference will be considered for publication in a special issue on Understanding the Global Consumer Culture: Views from Eastern and Western Scholars in the Journal of Business Research.

The deadline for submissions is February 1, 2016

Please send your submissions (or any inquiry) by email to:

Michel Laroche, Ph.D.
Department of Marketing
John Molson School of Business
Concordia University, 1455 de Maisonneuve Blvd. West
Montreal, Quebec H3G 1M8, Canada
Michel.laroche@concordia.ca
Tel: +1 514 848 2424 ext. 2942

Lefa Teng, Ph.D.
At the University of Guelph, Ontario, Canada
leteng@uoguelph.ca
Tel : +1 519 8244120 ext. 53818
or at Jiangnan University, Wuxi, China
lefateng@jiangnan.edu.cn
Tel: +01186 510 8591 3866

Concordia University – John Molson School of Business – RBC

---