Meta-Analysis: Quality of Life and Marketing Systems

Author:

Krasnikov Alexander12ORCID,Shultz Clifford1ORCID,Solovyov Ivan3,Haddadi Mehran3ORCID,Danilina Natalia3ORCID,Leontyev Daniil3,Chaltsev Vladislav3

Affiliation:

1. Marketing, Loyola University Chicago, Chicago, IL, USA

2. Marketing, HSE University, Moscow, Russian Federation

3. HSE University, Moscow, Russian Federation

Abstract

The authors introduce meta-analysis as a compelling tool for macromarketing research in an increasingly complex and data-driven world, and share an example of its application. They synthesize and generalize empirical findings on the relationships between marketing systems (MS) and quality-of-life (QOL), two concepts integral to macromarketing. Results indicate dimensions of MS are positively associated with QOL, suggesting that marketing systems enhance consumer well-being across contexts and metrics. The promotion dimension of MS has the highest correlation with QOL; the strongest positive MS-QOL relationship was estimated for personal health. Measurement, cultural, and socioeconomic factors that affect the strength of MS-QOL relationships also were assessed. Results suggest the association between MS and QOL is stronger in studies based on primary/subjective measures of QOL constructs, in samples drawn from developed economies, and in more indulgent, uncertainty-tolerant, and long-term-oriented cultures. Implications for theory, policy, practice, and opportunities for further research are discussed.

Publisher

SAGE Publications

Subject

Marketing

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