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

Abstract

a r t i c l e i n f o Keywords: Emerging market Institutional context systems Consumer mindset metric Brand attitudes Marketing-attitude responsiveness Attitude-sales conversion Econometric models Hierarchical linear model Consumers differ in the way their minds and hearts respond to marketing communication. Recent research has quantified effectiveness… (More)

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Cite this paper

@inproceedings{Pauwels2015WinningHM, title={Winning hearts, minds and sales: How marketing communication enters the purchase process in emerging and mature markets}, author={Koen H. Pauwels and Selin Erguncu and Gokhan Yildirim}, year={2015} }