The IRMA Community
Newsletters
Research IRM
Click a keyword to search titles using our InfoSci-OnDemand powered search:
|
How Consumer Mindset Response and Long-Term Marketing Effectiveness Differ in Emerging vs. Mature Markets
Abstract
This chapter develops a conceptual framework based on different dynamics in consumer attitudes. Empirical analysis seeks to illustrate this framework with emerging and mature market data for the same brands over the same time period. The results generate important implications, especially for brand management in emerging markets. First, the emotional brand connection, judged so important in mature markets, is substantially less important than securing the brand's spot in the consumers' consideration set. Second, emerging market consumers are more willing to seek out distribution channels for their brands, reducing the “compromised choice” due to less-than-perfect distribution coverage. Third, price is a double-edged sword in emerging markets: a high price benefits sales through consideration but hurts sales through liking. The net impact of these influences shapes the long-run sales effects of marketing. In particular, long-run advertising and price elasticity is higher, while long-run distribution elasticity is lower in emerging markets compared to mature markets.
Related Content
|
Albérico Travassos Rosário, Joana Carmo Dias.
© 2024.
35 pages.
|
|
Elena García-y-García, Francisco Rejón-Guardia, Laura Berenice Sánchez-Baltasar.
© 2024.
35 pages.
|
|
Nino Tchanturia, Rusudan Dalakishvili.
© 2024.
20 pages.
|
|
Žiga Domadenik, Tina Tomažič.
© 2024.
21 pages.
|
|
Loredana Kotinski.
© 2024.
14 pages.
|
|
Margarida Silva, Nataliia Buchko, Natalia Parashchenko, Titanilla Marta Szaszi, Yevheniia Tovstyk.
© 2024.
15 pages.
|
|
A. N. Raghavendra, G. Vijayakumar, Sanjeev Kumar Thalari.
© 2024.
16 pages.
|
|
|