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

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dc.contributor.authorAngulo-Ruiz, Fernando
dc.contributor.authorPergelova, Albena
dc.contributor.authorCheben, Juraj
dc.contributor.authorAngulo-Altamirano, Eladio
dc.date.accessioned2020-09-30
dc.date.accessioned2022-05-31T01:15:17Z
dc.date.available2022-05-31T01:15:17Z
dc.date.issued2016
dc.description.abstractThis 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.
dc.description.urihttps://library.macewan.ca/cgi-bin/SFX/url.pl/DX2
dc.identifier.citationAngulo-Ruiz, Fernando, Albena Pergelova, Juraj Cheben, and Eladio Angulo-Altamirano (2016) “A Cross-Country Study of Marketing Effectiveness in High-Credence Services.” Journal of Business Research, 69 (9), 3636-3644. DOI: http://dx.doi.org/10.1016/j.jbusres.2016.03.024.
dc.identifier.doihttp://dx.doi.org/10.1016/j.jbusres.2016.03.024.
dc.identifier.urihttps://hdl.handle.net/20.500.14078/1710
dc.languageEnglish
dc.language.isoen
dc.rightsAll Rights Reserved
dc.subjecttraditional advertising
dc.subjectInglehart–Baker cultural dimensions
dc.subjectinternet marketing
dc.subjectrelational marketing
dc.subjectcomparative marketing
dc.titleA cross-country study of marketing effectiveness in high-credence servicesen
dc.typeArticle

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Department of International Business, Marketing, Strategy and Law