When marketing strategy meets culture: the role of culture in product evaluations
Sign Up to like & getrecommendations! 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… read more here.
Keywords: cultures characterized; marketing strategy; product evaluations; product ... See more keywords
Felt something, hence it works: Merely adding a sensory signal to a product improves objective measures of product efficacy and product evaluations
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DOI: 10.1007/s11747-024-01030-z
Abstract: Product efficacy is an important driver of product evaluation and product usage. This research examines how marketers can improve perceived and actual product efficacy. Given the managerial ease of adjusting product design, we demonstrate that… read more here.
Keywords: product; adding sensory; product efficacy; product evaluations ... See more keywords
“I Want It! Can I Get It?” How product-model spatial distance and ad appeal affect product evaluations
Sign Up to like & getrecommendations! Published in 2021 at "Journal of Business Research"
DOI: 10.1016/j.jbusres.2021.06.021
Abstract: Abstract This article examines how the horizontal distance between two images—a product and a model—in conjunction with the focus of the ad appeal (desirability vs. feasibility) impacts the consumer’s product evaluation. The findings indicate that… read more here.
Keywords: product evaluations; distance; product model; product ... See more keywords