@misc{10481/95100,
year = {2021},
url = {https://hdl.handle.net/10481/95100},
abstract = {Omni-channel management is an increasingly popular strategy that
involves creating multiple forms of contact between brands and
customers to maximise interaction and thereby generate global
brand experiences, which can constitute a competitive advantage.
The television-series sector is no exception to this phenomenon.
The aim of the present research is to examine the effect of television-
drama-series brand experience on the generation of word-ofmouth
communication among viewers. The study analyses the
moderating effect of viewers’ gender and culture – specifically,
the individualism/collectivism variable proposed by Geert
Hofstede, – in the context of series with high vs. low levels of sexual
and violent content. The results indicate that these variables exert
a moderating effect on the relationship between brand experience
and word-of-mouth only in the case of TV drama series with a low
level of such content. Women and culturally-individualistic audiences
will be more prone to the experience-based generation of
word-of-mouth for this type of television series.},
organization = {This work was supported by the Spanish National Research Programme (grant number ECO2017-
88458-R), the Andalusian Program for R&D (grant number P20-01021)},
organization = {Ministry of Education, Culture and Sport of the Government of Spain (Ministerio de Educación, Cultura y Deporte FPU16/
07456).},
title = {The relationship between brand experience and word-of-mouth in the TV series sector: The moderating effect of culture and gender},
doi = {10.1080/13527266.2021.2011376},
author = {Rojas Lamorena, Álvaro José and Alcántara Pilar, Juan Miguel and Rodríguez López, María Eugenia},
}