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Published in 2018 at "Journal of the Academy of Marketing Science"
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…
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Keywords:
cultures characterized;
marketing strategy;
product evaluations;
product ... See more keywords