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

Koen Pauwels, Selin Erguncu and Gokhan Yildirim

International Journal of Research in Marketing, 2013, vol. 30, issue 1, 57-68

Abstract: Consumers 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 between an emerging market 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 among consumers reduces the sales conversion of brand liking.

Keywords: Emerging market; Institutional context systems; Consumer mindset metric; Brand attitudes; Marketing-attitude responsiveness; Attitude-sales conversion; Econometric models; Hierarchical linear model (search for similar items in EconPapers)
Date: 2013
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (18)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:30:y:2013:i:1:p:57-68

DOI: 10.1016/j.ijresmar.2012.09.006

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