When marketing strategy meets culture: the role of culture in product evaluations

  • Reo Song
  • Sangkil Moon
  • Haipeng (Allan) Chen
  • Mark B. Houston
Original Empirical Research


This research investigates how national culture interacts with marketing strategy to influence consumers’ organic post-consumption satisfaction ratings of entertainment products rich in cultural content. Drawing upon a communication theory framework, we develop hypotheses concerning multiple interaction effects between culture and marketing strategies on consumers’ product evaluations. We test these hypotheses by analyzing consumer reviews of 260 movies in 25 country markets. In support of our hypotheses, we find that the cultural congruence between the product and the market improves consumer reviews, and that the effect is stronger in cultures characterized by collectivism, femininity, and uncertainty avoidance, as well as for products more heavily loaded with cultural content. In addition, we find that the negative effect of delay in product launch timing weakens for cultures characterized by long-term orientation, and that the positive effect of advertising spending on consumer evaluations is stronger in cultures characterized by high power distance belief. These results provide practical insights into how managers should make decisions concerning product design, launch timing, and advertising strategies in international markets.


Culture Cultural congruence Marketing strategy Product evaluation Movies Entertainment products Online review 


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Copyright information

© Academy of Marketing Science 2017

Authors and Affiliations

  • Reo Song
    • 1
  • Sangkil Moon
    • 2
  • Haipeng (Allan) Chen
    • 3
  • Mark B. Houston
    • 3
  1. 1.Department of MarketingCalifornia State University, Long BeachLong BeachUSA
  2. 2.Department of Marketing, Belk College of BusinessThe University of North Carolina at CharlotteCharlotteUSA
  3. 3.Marketing Department, Mays Business SchoolTexas A&M UniversityCollege StationUSA

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