Winning hearts, minds and sales: How marketing communication enters the purchase process in emerging and mature markets

International Journal of Research in Marketing

Volumn 30, Issue 1, 2013, Pages 57-68

  Pauwels, Koen ^a   Erguncu, Selin ^b   Yildirim, Gokhan ^c  

^a OZYEGIN UNIVERSITY   (Turkey)

^b KOÇ UNIVERSITY   (Turkey)

^c LANCASTER UNIVERSITY MANAGEMENT SCHOOL   (United Kingdom)

Author keywords

Attitude sales conversion; Brand attitudes; Consumer mindset metric; Econometric models; Emerging market; Hierarchical linear model; Institutional context systems; Marketing attitude responsiveness

Indexed keywords

EID: 84873103213     PISSN: 01678116     EISSN: None     Source Type: Journal    
DOI: 10.1016/j.ijresmar.2012.09.006     Document Type: Article

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