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Erschienen in:
2016 | OriginalPaper | Buchkapitel
The Impact of Comparative Affective States on Online Brand Perceptions: The Moderating Role of Cultural Dimensions
verfasst von : Nikoletta-Theofania Siamagka, George Christodoulides, Nina Michaelidou
Erschienen in: Let’s Get Engaged! Crossing the Threshold of Marketing’s Engagement Era
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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.