Abstract
This paper proposes a model that measures the impact of advertising on users’ perceptions when using a smartwatch. One of its main contributions is to analyze the moderating effects of national culture. A PLS approach is mobilized to test the relationships of the model. The sample consists of 1,197 respondents made up of smartwatch users living in France, Germany, the United Kingdom and United States. Our findings highlight the impact of Advertising on variables measuring affect and emotions, and the importance of Perceived-Enjoyment when using a smartwatch was demonstrated. However, we found that Brand-Experience does not impact Attitude-Toward-Using and that national culture moderates five relationships of the model. Our results demonstrate the importance of brands maintaining and reinforcing their affective link with customers.
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