A cross-country study of marketing effectiveness in high-credence services
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F26482789%3A_____%2F16%3A10152362" target="_blank" >RIV/26482789:_____/16:10152362 - isvavai.cz</a>
Result on the web
<a href="https://www.sciencedirect.com/science/article/abs/pii/S0148296316300443?via%3Dihub" target="_blank" >https://www.sciencedirect.com/science/article/abs/pii/S0148296316300443?via%3Dihub</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1016/j.jbusres.2016.03.024" target="_blank" >10.1016/j.jbusres.2016.03.024</a>
Alternative languages
Result language
angličtina
Original language name
A cross-country study of marketing effectiveness in high-credence services
Original language description
This research seeks to examine the influence of traditional advertising, Internet marketing, and relational marketing on choice and willingness to recommend across countries with varying levels of the Inglehart-Baker cultural dimensions. In the general model, including four countries, relational, and Internet marketing have a significant and positive effect on choice. In the country-specific models, relational marketing has significant positive effects in Canada, Slovakia, and Peru; traditional advertising only in Peru; and Internet marketing only in Slovakia. None of those activities has an influence on choice in Hungary. Relational marketing and Internet marketing have indirect effects on willingness to recommend through the mediating influence of choice. The study provides evidence of comparative Marketing effectiveness in the context of high-credence service across different countries. Crown Copyright (C) 2016 Published by Elsevier Inc All tights reserved.
Czech name
—
Czech description
—
Classification
Type
J<sub>imp</sub> - Article in a specialist periodical, which is included in the Web of Science database
CEP classification
—
OECD FORD branch
50204 - Business and management
Result continuities
Project
—
Continuities
N - Vyzkumna aktivita podporovana z neverejnych zdroju
Others
Publication year
2016
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Name of the periodical
JOURNAL OF BUSINESS RESEARCH
ISSN
0148-2963
e-ISSN
1873-7978
Volume of the periodical
69
Issue of the periodical within the volume
9
Country of publishing house
US - UNITED STATES
Number of pages
9
Pages from-to
3636-3644
UT code for WoS article
000378953200046
EID of the result in the Scopus database
2-s2.0-84973316063