A cross-country study of marketing effectiveness in high-credence services

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

A cross-country study of marketing effectiveness in high-credence services

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

A cross-country study of marketing effectiveness in high-credence services

Popis výsledku anglicky

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.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

N - Vyzkumna aktivita podporovana z neverejnych zdroju

Rok uplatnění

2016

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

JOURNAL OF BUSINESS RESEARCH

ISSN

0148-2963

e-ISSN

1873-7978

Svazek periodika

69

Číslo periodika v rámci svazku

9

Stát vydavatele periodika

US - Spojené státy americké

Počet stran výsledku

9

Strana od-do

3636-3644

Kód UT WoS článku

000378953200046

EID výsledku v databázi Scopus

2-s2.0-84973316063