TV series adaptations and their repercussions on consumers: insights from two complementary qualitative analyses

Published on Jul 28, 2021in Journal of Marketing Management
· DOI :10.1080/0267257X.2021.1940244
Bilge Aykol9
Estimated H-index: 9
(Dokuz Eylül University),
İlayda İpek5
Estimated H-index: 5
(Dokuz Eylül University),
Nilay Bıçakcıoğlu-Peynirci2
Estimated H-index: 2
(Dokuz Eylül University)
The study explores the nature of adaptations made on an experiential product, a TV series, that enters a foreign market, and investigates the perceptions of foreign consumers concerning the adapted...
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