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Social value, content value, and brand equity in social media brand communities

Jiao, Yongbing; Ertz, Myriam; Jo, Myung-Soo; Sarigollu, … - In: International Marketing Review 35 (2018) 1, pp. 18-41

Purpose: The purpose of this paper is to investigate the effects of culture, personality, and motivation on social and content value, which in turn affect brand equity in social media brand community (SMBC) setting. Design/methodology/approach: Online surveys were conducted with 595 SMBC...

Persistent link: https://www.econbiz.de/10012072539

A cross-cultural study on the effects of envy-evoking ads

Ahn, Sowon; Jo, Myung-Soo; Sarigollu, Emine; Kim, Chang Soo - In: International journal of market research 64 (2022) 4, pp. 506-525

Persistent link: https://www.econbiz.de/10013258011

Cross-Cultural Differences of Price-Perceived Quality Relationships

Jo, Myung-Soo; Sarigollu, Emine - In: Journal of international consumer marketing 19 (2007) 4, pp. 59-74

Persistent link: https://www.econbiz.de/10007762567

How does cultural tightness-looseness affect attitudes toward a local vs foreign brand transgression?

Ge, Jiaye; Jo, Myung-Soo; Sarigollu, Emine - In: International marketing review 40 (2023) 6, pp. 1456-1479

Persistent link: https://www.econbiz.de/10014470391