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dc.contributor.authorEmile, Renu-
dc.contributor.authorSinha, Ashish-
dc.contributor.authorGu, Haodong-
dc.contributor.authorKim, Namwoon-
dc.identifier.citationEmile, 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.en_US
dc.description.abstractGiven 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.en_US
dc.publisherEuropean Journal of Marketingen_US
dc.subjectInternationa lmarketingen_US
dc.subjectCultura lvaluesen_US
dc.subjectAuxiliary channelsen_US
dc.subjectHierarchical mixed-effect modelsen_US
dc.titleSignaling effects and the role of culture: movies in international auxiliary channelsen_US
dc.institutionJindal Global Business Schoolen_US
Appears in Collections:JGU Research Publications

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