When marketing strategy meets culture : the role of culture in product evaluations
Year of publication: |
May 2018
|
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Authors: | Song, Reo ; Moon, Sangkil ; Chen, Haipeng ; Houston, Mark B. |
Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 46.2018, 3, p. 384-402
|
Subject: | Culture | Cultural congruence | Marketing strategy | Product evaluation | Movies | Entertainment products | Online review | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Internationales Marketing | International marketing | Kultursektor | Cultural sector | Kultur | Filmwirtschaft | Film industry | Kulturelle Identität | Cultural identity |
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