Impact of advertising on users' perceptions: a cross national study on smartwatches

Lubica Hikkerova, Patricia Baudier () and Chantal Ammi ()
Additional contact information
Lubica Hikkerova: IPAG Business School
Patricia Baudier: Métis Lab EM Normandie - EM Normandie - École de Management de Normandie = EM Normandie Business School
Chantal Ammi: IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - Université Paris-Saclay - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris]

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Abstract: This paper proposes a model that measures the impact of advertising on users' perceptions when using a smartwatch. One of its main contributions is to analyze the moderating effects of national culture. A PLS approach is mobilized to test the relationships of the model. The sample consists of 1,197 respondents made up of smartwatch users living in France, Germany, the United Kingdom and United States. Our findings highlight the impact of Advertising on variables measuring affect and emotions, and the importance of Perceived-Enjoyment when using a smartwatch was demonstrated. However, we found that Brand-Experience does not impact Attitude-Toward-Using and that national culture moderates five relationships of the model. Our results demonstrate the importance of brands maintaining and reinforcing their affective link with customers.

Keywords: Values; Perceived-Enjoyment; Brand-Experience; Internet of Things; Marketing communication; Smartwatch (search for similar items in EconPapers)
Date: 2021-06-14
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Published in ACIEK 2021 : 14th Conference edition - Innovation, Management, and Governance for Sustainable Growth, Academy of Innovation, Entrepreneurship, and Knowledge (ACIEK), Jun 2021, Virtual conference, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05088791

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