Understanding consumers’ prioritization of corporate social responsibility initiatives within the global marketplace is a crucial concern for marketers. Focusing on the ethical fashion industry, which supports artisans and utilizes environmentally sustainable resources within its supply chain, the study uncovers that consumers possessing a global (local) identity exhibit more favorable responses to global (local) CSR initiatives, and the matching effect is amplified when presented with high (low) construal level messages.

『Jang-Gae』 (The Foreigner) is a film written and directed by a Korean-Chinese director that stars an actual Korea-Chinese as the protagonist. The release of this film presented an opportunity for the Korean-Chinese community to deliver their message through the screen. The end of the movie is a “happy ending” in which the main character escapes the sadness of his ailing father’s death and finds love. However, the film leaves us with a “great structural challenge” by bringing up long-standing issues of identity and struggle faced by the Korean-Chinese individual whose identity is much like a “double-edged sword” that warmly embraces “us” while wounding “others.” In the globalized scenarios of recent times several people may experience the strong need to raise questions about the global economy and politics along with their sense of value and belonging. Should groups of human beings be categorized based on their traditions that may be unintentionally inherited from the community they belonged to? A new identity model that is more suited to this era: a kind of “global identity” would go beyond the boundaries of nationality, culture, and community. Humanity is inherently varied and pluralistic and multiple identities ought to be respected for their individuality and freedom of choice.

본 논문은 다국적 기업 해외 R&D 자회사의 지식 습득 방향에 있어서 자회사의 글로벌 조직 정체성(global organizational identity)이 미칠 수 있는 영향에 대하여 탐색하였다. 사회 정체성 이론에 근거하여, 본 연구에서는 다국적 기업 해외 R&D 자회사가 본국도 현지도 아닌 그 외의 국가에서 지식을 습득하는 글로벌 지식 습득 행위를 하는데 있어서 해외 R&D 자회사의 글로벌 조직 정체성이 미칠 수 있는 영향에 대해 탐구하였다. 자아 존중감을 향상시키고 불확실성을 감소시키기 위한 목적에서 다국적 기업 해외 R&D 자회사는 자신의 조직 정체성을 일치시키는 방향으로 자신의 태도와 행위를 적합시키게 된다. 사회 정체성 이론에 기초하여, 본 연구에서는 해외 R&D 자회사가 글로벌 혁신가로서 명확한 사명을 가질 때, 보다 높은 자율성을 가질 때, 그리고 글로벌 파트너와의 관계에 보다 깊이 배태되어 있을 때 글로벌 지식 습득 행위를 보다 활발하게 할 수 있을 것이라고 예측 하였다. 그리고 해외 R&D 자회사의 기술적인 역량이 글로벌 조직 정체성 관련 요인들과 글로벌 지식 습득 간의 관계를 강화하는 조절 효과에 관한 가설 또한 수립하였다. 가설 검증을 위해 본 연구에서는 일본 다국적 기업의 해외 R&D 연구소들의 설문 자료와 미국 특허청의 특허 인용 자료를 결합하여 음이항 회귀 모형으로 분석하였다. 실증 분석 결과 해외 R&D 자회사의 자율성과 글로벌 관계에의 배태 정도가 글로벌 지식 습득에 긍정적 영향을 미치는 것으로 나타났으며, 해외 R&D 자회사의 자율성과 글로벌 지식 습득 간의 관계를 자회사의 기술적 역량이 강화하는 것으로 나타났다.

The participants in this study recognized English as a global language and also felt obligation to make the Korean language and culture globalized in the future. Further empirical research into identity and EFL learning in Jeju will help to reveal how the increasingly important status of Korean and the Korean language might intertwine with the experience of Korean students who are learning English.

There has been an increasing trend of using code-switching to enhance ad persuasion among local and global brands. Ads that include two or more languages are referred to as code-switched ads (Luna and Peracchio 2005a; 2005b). It is noted that previous studies investigating code-switched ad effectiveness have focused on bilinguals, not monolinguals. Due to the emerging use of code-switching in ads in monolingual markets, more research efforts are required to understand its effectiveness and boundaries among the monolinguals. The purpose of this study is to investigate the moderating role of consumer local-global identity in the effectiveness of code-switched ads among monolinguals. Two experiments were conducted and the results confirmed our hypothesis that consumer local-global identity moderates the effect of code-switched ads. The results indicated that congruence between consumer local-global identity and code-switching enhanced persuasiveness. In addition, the mediating effect of ad involvement was identified. These findings provide managerial implications for marketers.

This article aims to explore the interactive roles of types of primed identity (local versus global identity) and types of ad framing on brand evaluations. The authors designed 2 experiments in which each experiment followed a 2×2 between-subject design. The empirical results showed that a gain-framed ad induced more positive emotional responses than a loss-framed ad, and the positive affective responses lead to more favorable brand evaluation. Furthermore, the results showed that there were interactive effects of primed identity and types of advertisement frame on brand evaluation. In the additional analysis, the results showed that when people with local identity were exposed to the gain-framed ad, they would engage in a higher level of integration processing than those in the control group, which in turn induced more favorable evaluation to the local brand. That is, the integration processing mode played a mediating role between the interaction (local id priming × ad frame) and the local brand evaluation. However, in the case of global brand evaluation, the integration processing mode did not play such a mediating role.