When marketing strategy meets culture: the role of culture in product evaluations
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DOI: 10.1007/s11747-017-0525-x
Abstract: This research investigates how national culture interacts with marketing strategy to influence consumers’ organic post-consumption satisfaction ratings of entertainment products rich in cultural content. Drawing upon a communication theory framework, we develop hypotheses concerning multiple… read more here.
Keywords: cultures characterized; marketing strategy; product evaluations; product ... See more keywords