| Autor: |
Yang, Zhi, Wu, Yueyan, Lu, Chongyu, Tu, Yangjun |
| Předmět: |
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| Zdroj: |
Journal of Marketing Management; Nov2020, Vol. 36 Issue 15/16, p1481-1504, 24p, 2 Diagrams, 4 Charts, 1 Graph |
| Abstrakt: |
Prior research on the impact of brand keywords on product sales has produced contradictory findings. Thus, one purpose of this study was to examine how brand keywords affect product sales when brand equity is considered. The other purpose was to explore how hedonic and utilitarian keywords interact with product type to impact product sales. The results of analyses of two secondary datasets and one lab experiment showed that brand keywords yielded more product sales than non-brand keywords. However, this effect disappeared when brand market share was small or consumer brand knowledge was high. A coding system was developed for Chinese keywords based on Chinese semantic features. Results showed a matching effect in which hedonic keywords generated higher product sales than utilitarian keywords for hedonic products, and utilitarian keywords generated higher product sales than hedonic keywords for utilitarian products. [ABSTRACT FROM AUTHOR] |
| Databáze: |
Complementary Index |
| Externí odkaz: |
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