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)
Sources
Abstract
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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When entering international markets, manufacturers of consumer products are expected to adapt their products in order to meet local consumption practices. Doing so is particularly challenging for producers of culturally-specific products—that is, products that are little known, understood, or valued outside their original cultural milieu—whose operations are often deeply embedded in local conventions and traditions. To examine how SMEs navigate tensions between the cultural specificity of produc...
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