Abstract
While a significant body of research has hitherto highlighted the importance of isolated affective dimensions for Internet usage and shopping (e.g., Elliot and Fowell 2000; Lim et al. 2008), there is little systematic research to date that examines affective states as a whole in the online environment. This study builds on the recent work by Christodoulides et al. (2013), which identifies comparative (online/offline) affective states as an appropriate base for segmenting online users. In particular, this research investigates the role of affective states and culture on online brand perceptions. A model is developed and tested using multilevel data from five countries.
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© 2016 Academy of Marketing Science
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Siamagka, NT., Christodoulides, G., Michaelidou, N. (2016). The Impact of Comparative Affective States on Online Brand Perceptions: The Moderating Role of Cultural Dimensions. In: Obal, M., Krey, N., Bushardt, C. (eds) Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-11815-4_19
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DOI: https://doi.org/10.1007/978-3-319-11815-4_19
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-11814-7
Online ISBN: 978-3-319-11815-4
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