Please use this identifier to cite or link to this item: http://hdl.handle.net/10739/3043
Title: Signaling effects and the role of culture: movies in international auxiliary channels
Authors: Emile, Renu
Sinha, Ashish
Gu, Haodong
Kim, Namwoon
Keywords: Internationa lmarketing
Cultura lvalues
Auxiliary channels
Hierarchical mixed-effect models
Issue Date: 18-Jan-2019
Publisher: European Journal of Marketing
Citation: Emile, R., Sinha, A., Gu, H., & Kim, N. (2019). Signaling effects and the role of culture: movies in international auxiliary channels. European Journal of Marketing, 53(10), 2146–2172.
Abstract: Given the high uncertainty in the quality perception of experiential products, manufacturers use signals to influence consumers’ decisions. In the movie industry, literature shows that performance of the main channel (e.g. cinema) strongly influences the performance of auxiliary channels (e.g. DVDs). The success of a movie in the home country is also to be resonated by its good performance in host countries. However, the cultural contingency of these success-breeds-success (SBS) effects has not been examined. This paper aims to test the influence of cultural values on the SBS effects across channels and countries.
URI: http://hdl.handle.net/10739/3043
Appears in Collections:JGU Research Publications

Files in This Item:
File Description SizeFormat 
Signaling effects and the role of.pdfSignaling effects and the role of culture: movies in international auxiliary channels757.37 kBAdobe PDFView/Open    Request a copy


Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.