Cultural variations in the use of marketing signals: a multilevel analysis of the motion picture industry

Akdeniz, M. Billur; Talay, M. Berk

doi:10.1007/s11747-013-0338-5

Cited by 70 publications

(84 citation statements)

References 65 publications

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“…Signals act as a mechanism to reduce uncertainties about product traits and increase their visibility, facilitating business transactions and improving market performance. The uncertainties associated with films are exacerbated as there are severe time constraints due to short product life cycles in cinemas (Akdeniz & Talay, 2013;De Vany & Walls, 1999), making signals particularly important to all parties concerned in the film business. Thus signaling theory is particularly relevant for examining film performance.…”

Section: China's Film Industrymentioning

confidence: 99%

“…Thus signaling theory is particularly relevant for examining film performance. However, despite the fact that the theory has been applied in a wide array of research contexts (e.g., Connelly et al, 2011;Hou, Liu, Fan, & Wei, 2016;Wu, Li, & Li, 2013) and various signal variables have been examined in film industry research, its explicit application to the film industry literature remains limited, exceptions including Akdeniz and Talay (2013), Basuroy, Desai, and Talukdar (2006), and Kim and Jensen (2014). At the core of signaling theory are signals that contain positive and/or negative information which is conveyed to the receivers: signals must be credible to attract a receiver's attention and receivers stand to gain from making decisions based on the information contained in credible signals.…”

Section: China's Film Industrymentioning

confidence: 99%

“…The literature, regardless of the explicit use of signaling theory, has examined a number of signal variables including production budget (Akdeniz & Talay, 2013;Brewer, Kelley, & Jozefowicz, 2009;De Vany & Walls, 2002;McKenzie, 2009;Ravid, 1999); star power (Akdeniz & Talay, 2013;Brewer et al, 2009;De Vany & Walls, 1999;Nelson & Glotfelty, 2012;Prag & Casavant, 1994;Ravid, 1999); sequels (Akdeniz & Talay, 2013;Basuroy et al, 2006;Moon, Bergey, & Iacobucci, 2010); major film award nominations and prizes (Deuchert, Adjamah, & Pauly, 2005;Nelson, Donihue, Waldman, & Wheaton, 2001;Prag & Casavant, 1994) and online film reviews (Moon et al, 2010). In terms of geographical coverage of the research, literature to date on film performance has rarely focused on countries other than the US, the UK and European markets.…”

Section: China's Film Industrymentioning

confidence: 99%

“…11 The use of star actors or actresses can be a signal of film quality because consumers' prior experience associated with seeing a film with those stars can influence their preference for a new film. From the perspective of film producers, they will be more willing to pay the higher fees associated with employing stars if they are confident about the quality of a film (Akdeniz & Talay, 2013;Brewer et al, 2009;De Vany & Walls, 1999;Nelson & Glotfelty, 2012;Prag & Casavant, 1994;Ravid, 1999).…”

Section: China's Film Industrymentioning

confidence: 99%

“…A film sequel builds on the original film's commercial success and the high quality of the original film can be a signal indicating the quality of a sequel (Akdeniz & Talay, 2013;Basuroy et al, 2006;Moon et al, 2010). The success of the original film also helps the sequel to secure generous production budgets, which may further enhance film performance.…”

Section: China's Film Industrymentioning

confidence: 99%

See 4 more Smart Citations

Behind film performance in China’s changing institutional context: The impact of signals

et al. 2017

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Grounded in signaling theory, this paper investigates the signals reflecting product quality, innovativeness, reputation and cultural background which influence film performance, that is, film survival (duration on cinema screen) and box office success, in China's changing institutional context. This market has grown substantially and still possesses potential for further development. However, China's unique institutional context presents challenges. By examining an expanded range of potential signals, two of which have not previously been examined in the literature, namely imported films and enhanced format film formats such as 3D and IMAX, we develop a conceptual framework and argue that signaling theory needs to be combined with institutional context. Similar to findings for film industries in other countries, we find quality and reputational signals including budget, star power, sequels, and online Asia Pac J Manag (2018) 35:63-95

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Section: China's Film Industrymentioning

confidence: 99%

Section: China's Film Industrymentioning

confidence: 99%

Section: China's Film Industrymentioning

confidence: 99%

Section: China's Film Industrymentioning

confidence: 99%

Section: China's Film Industrymentioning

confidence: 99%

See 3 more Smart Citations

Behind film performance in China’s changing institutional context: The impact of signals

et al. 2017

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Star power as quality signal or marketing effect? A path analysis on China's motion‐picture industry

Kang

Peng

2023

Int. J Fin Econ

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This study investigates the relationship between star power, artistic excellence, and the commercial success of Chinese movies from 2009 to 2018 based on a two‐path structural model. Artistic excellence was measured based on industry recognition; more specifically, the winners of seven major movie awards in the greater China region, which reflect the critical and popular evaluations of reviewers and consumers. The commercial success was measured by box office performance and the level of buzz among the audience. While the paths of artistic excellence and commercial movie success are essentially separable, as well as conceptually and empirically distinct, movie star power may influence both. Our findings indicate that star power had negative signal effects on critical and popular evaluation as well as industry recognition, but positive marketing effects on critical and popular buzz as well as box office performance. Indeed, star power has indirect positive effects that can outweigh its negative effects. Thus, star power is the key to success in these two seemingly unrelated paths in China. Moreover, these findings have several implications for international investors, producers, actors, and directors who are participating in the Chinese motion picture industry.

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Multilevel Cultural Issues

Herk

Fischer

2017

Cross Cultural Issues in Consumer Science and Consumer Psychology

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Cultural variations in the use of marketing signals: a multilevel analysis of the motion picture industry

Cited by 70 publications

References 65 publications

Behind film performance in China’s changing institutional context: The impact of signals

Behind film performance in China’s changing institutional context: The impact of signals

Star power as quality signal or marketing effect? A path analysis on China's motion‐picture industry

Multilevel Cultural Issues

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