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
“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