Dr. José Rojas-Méndez is Professor of International Business and Marketing at Carleton University's Sprott School of Busines, the Associate Editor (International Management) for the European Journal of Management and Business Economics, and the Editor-in-Chief of the Multidisciplinary Business Review.
Dr. Rojas-Méndez’s research program is a robust combination of consumer behaviour and international marketing with three main interconnecting constructs—national brand personality in transitioning and developing countries; country wine personality; and understanding and measuring xenocentrism of consumers and employees in developing countries. He travels around the world to carry out his research and has collected data from over twenty-two countries in eleven different languages and cultures.
Further to his research on national brand personality—and the first of its kind—Dr. Rojas-Méndez developed the National Brand Molecule—a model that gives a holistic approach when developing an international positioning strategy. “The better a nation positions itself, the more successful it will be in attracting limiting resources. The National Brand Molecule will help countries to do just that—give them a competitive and comprehensive strategy to profile themselves as effectively as possible.”
Dr. Rojas-Méndez recognized an old construct but within a new framework—the phenomenon of xenocentrism (excessive admiration for anything foreign and at the same time, rejection of whatever is domestic) in developing and transitioning nations and his research program has him and his PhD student working on studies to elucidate the causes, moderating factors, and the consequences of xenocentrism. Moreover, he has developed a novel, highly effective scale, called X-Scale, that is reliable, valid, and multidimensional to define consumer preferences, which developing countries can use for identifying potential markets for business expansion at a global level.
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