Signaling effects and the role of culture: movies in international auxiliary channels

Sinha, Ashish, Gu, Haodong, Kim, Namwoon and Emile, Renu (2019) Signaling effects and the role of culture: movies in international auxiliary channels. European Journal of Marketing, 53 (10). pp. 2146-2172. ISSN 03090566

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Purpose – Given the high uncertainty in the quality perception of experiential products, manufacturers use signals to influence consumers’ decisions. In the movie industry, literature shows that performance of the main channel (e.g. cinema) strongly influences the performance of auxiliary channels (e.g. DVDs). The success of a movie in the home country is also to be resonated by its good performance in host countries. However, the cultural contingency of these success-breeds-success (SBS) effects has not been examined. This paper aims to test the influence of cultural values on the SBS effects across channels and countries.

Item Type: Article
Keywords: International marketing | Cultural values | Auxiliary channels | Hierarchical mixed-effect models | Movies
Subjects: Social Sciences and humanities > Arts and Humanities > Visual Arts and Performing Arts
Social Sciences and humanities > Decision Sciences > General Decision Sciences
Social Sciences and humanities > Social Sciences > Cultural Studies
JGU School/Centre: Jindal Global Business School
Depositing User: Shilpi Rana
Date Deposited: 17 Dec 2021 06:40
Last Modified: 17 Dec 2021 07:05
Official URL:


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