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How consumer mindset response and long-term marketing effectiveness differ in emerging versus mature markets

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSNChapter (peer-reviewed)peer-review

Published

Standard

How consumer mindset response and long-term marketing effectiveness differ in emerging versus mature markets. / Erguncu, Selin ; Yildirim, Gokhan.

Brand management in emerging markets: theories and practices. ed. / Cheng Lu Wang; Jiaxun He. Hershey, Pa. : IGI Global, 2014.

Research output: Contribution in Book/Report/Proceedings - With ISBN/ISSNChapter (peer-reviewed)peer-review

Harvard

Erguncu, S & Yildirim, G 2014, How consumer mindset response and long-term marketing effectiveness differ in emerging versus mature markets. in CL Wang & J He (eds), Brand management in emerging markets: theories and practices. IGI Global, Hershey, Pa.

APA

Erguncu, S., & Yildirim, G. (2014). How consumer mindset response and long-term marketing effectiveness differ in emerging versus mature markets. In C. L. Wang, & J. He (Eds.), Brand management in emerging markets: theories and practices IGI Global.

Vancouver

Erguncu S, Yildirim G. How consumer mindset response and long-term marketing effectiveness differ in emerging versus mature markets. In Wang CL, He J, editors, Brand management in emerging markets: theories and practices. Hershey, Pa.: IGI Global. 2014

Author

Erguncu, Selin ; Yildirim, Gokhan. / How consumer mindset response and long-term marketing effectiveness differ in emerging versus mature markets. Brand management in emerging markets: theories and practices. editor / Cheng Lu Wang ; Jiaxun He. Hershey, Pa. : IGI Global, 2014.

Bibtex

@inbook{a5b086002c924e9997a86732115363ba,
title = "How consumer mindset response and long-term marketing effectiveness differ in emerging versus 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{\textquoteright}s spot in the consumers{\textquoteright} consideration set. Second, emerging market consumers are more willing to seek out distribution channels for their brands, reducing the {\textquoteleft}compromised choice{\textquoteright} loss of 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. ",
author = "Selin Erguncu and Gokhan Yildirim",
year = "2014",
month = jun,
language = "English",
isbn = "9781466662421",
editor = "Wang, {Cheng Lu} and Jiaxun He",
booktitle = "Brand management in emerging markets",
publisher = "IGI Global",

}

RIS

TY - CHAP

T1 - How consumer mindset response and long-term marketing effectiveness differ in emerging versus mature markets

AU - Erguncu, Selin

AU - Yildirim, Gokhan

PY - 2014/6

Y1 - 2014/6

N2 - 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’ loss of 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.

AB - 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’ loss of 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.

M3 - Chapter (peer-reviewed)

SN - 9781466662421

BT - Brand management in emerging markets

A2 - Wang, Cheng Lu

A2 - He, Jiaxun

PB - IGI Global

CY - Hershey, Pa.

ER -