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dc.contributor.authorPauwels, Koen Hendrik
dc.contributor.authorErguncu, S.
dc.contributor.authorYildirim, G.
dc.date.accessioned2014-06-17T13:34:22Z
dc.date.available2014-06-17T13:34:22Z
dc.date.issued2013-03
dc.identifier.issn0167-8116
dc.identifier.urihttp://hdl.handle.net/10679/366
dc.identifier.urihttp://www.sciencedirect.com/science/article/pii/S0167811612000791#
dc.description.abstractConsumers differ in the way their minds and hearts respond to marketing communication. Recent research has quantified effectiveness criteria of mindset metrics, such as brand consideration and liking, in the purchase process for a mature market. This paper develops and illustrates our conceptual framework of how mindset effectiveness differs in an emerging and a mature market. We propose that the responsiveness, stickiness and sales conversion of mindset metrics depend on the regulative, cultural and economic systems that provide structure to society. In particular, we focus on regulative protection, collectivism and income. First, we propose that a lack of regulative protection leads consumers to be more attentive to, and thus more aware of marketing communication. Second, we propose that consumers living in a collectivist culture are less responsive to advertising in their consideration and liking of the advertised brand. Finally, we propose that lower income reduces the sales conversion of brand liking. We examine our predictions empirically with data for the same brands in the same time period in Brazil and the United Kingdom. First, we find that brand liking has a higher responsiveness to advertising, a higher stickiness and a higher sales conversion in the U.K. versus Brazil. Thus, the advice to focus on the emotional brand connection is more appropriate in the analyzed mature versus the emerging market. In contrast, knowing the brand is more important to purchase in Brazil, and is more responsive to advertising. These first findings set up an intriguing research agenda on winning hearts and sales in emerging and mature markets.en_US
dc.language.isoengen_US
dc.publisherElsevieren_US
dc.relation.ispartofInternational Journal of Research in Marketing
dc.rightsopenAccess
dc.titleWinning hearts, minds and sales: How marketing communication enters the purchase process in emerging and mature marketsen_US
dc.typeArticleen_US
dc.description.versionpre-print
dc.peerreviewedyesen_US
dc.publicationstatuspublisheden_US
dc.contributor.departmentÖzyeğin University
dc.contributor.authorID141722
dc.contributor.ozuauthorPauwels, Koen Hendrik
dc.identifier.volume30
dc.identifier.issue1
dc.identifier.startpage57
dc.identifier.endpage68
dc.identifier.wosWOS:000316528600006
dc.identifier.doi10.1016/j.ijresmar.2012.09.006
dc.subject.keywordsEmerging marketen_US
dc.subject.keywordsInstitutional context systemsen_US
dc.subject.keywordsConsumer mindset metricen_US
dc.subject.keywordsBrand attitudesen_US
dc.subject.keywordsMarketing-attitude responsivenessen_US
dc.subject.keywordsAttitude-sales conversionen_US
dc.subject.keywordsEconometric modelsen_US
dc.subject.keywordsHierarchical linear modelen_US
dc.identifier.scopusSCOPUS:2-s2.0-84873103213
dc.contributor.authorMale1


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