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The effects of cultural values in word-of-mouth communication

Lam, Desmond, Lee, Alvin and Mizerski, Richard 2009, The effects of cultural values in word-of-mouth communication, Journal of international marketing, vol. 73, no. 3, pp. 55-70.

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Title The effects of cultural values in word-of-mouth communication
Author(s) Lam, Desmond
Lee, AlvinORCID iD for Lee, Alvin
Mizerski, Richard
Journal name Journal of international marketing
Volume number 73
Issue number 3
Start page 55
End page 70
Total pages 16
Publisher American Marketing Association
Place of publication Chicago, Ill.
Publication date 2009
ISSN 1075-4253
Keyword(s) communication
consumer behavior
word of mouth
Summary When new products and brands are introduced into other cultures, the speed and extent of the product's acceptance are important concerns for marketers. The spread of positive word of mouth (WOM) and the lack of negative WOM about the product or brand by early adopter groups are critical to the product's successful diffusion in a population. This is the first study to investigate the effects of consumers' cultural values on their WOM behavior. Data analysis from two samples indicates that the pattern, type, and target receivers of consumers' WOM activity depend on their cultural values. The authors use Hofstede's four cultural dimensions to test the effects of cultural values on WOM behavior to social in- and out-groups. They find that all four dimensions have significant effects on WOM engagement to those groups. Although the authors could not determine the causal nature of the relationships because of the sample design used, they argue that marketers should monitor the cultural values of their market to anticipate in- and out-group discussions and the choice of appropriate brand communication strategies in other countries.
Language eng
Field of Research 150599 Marketing not elsewhere classified
Socio Economic Objective 910403 Marketing
HERDC Research category C1.1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2009, American Marketing Association
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Document type: Journal Article
Collection: School of Management and Marketing
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Created: Thu, 14 Apr 2011, 15:01:55 EST by Leanne Swaneveld

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