Cultural values in international advertising: An examination of familial norms and roles in Mexico

Gregory, Gary; Munch, James M.

doi:10.1002/(sici)1520-6793(199703)14:2<99::aid-mar1>3.0.co;2-i

Cited by 96 publications

(63 citation statements)

References 24 publications

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“…This design corresponds with a number of advertising studies on cultural adaptation (e. g., Agrawal and Maheswaran, 2005;Gregory and Munch, 1997).…”

Section: Methodsmentioning

confidence: 99%

The Effects of Cultural Adaptation in Fundraising Letters: The Case of Help-Self and Help-Others Appeals in a Feminine Culture

Hornikx¹,

Hendriks²,

Thijzen³

2010

Communications

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“…This design corresponds with a number of advertising studies on cultural adaptation (e. g., Agrawal and Maheswaran, 2005;Gregory and Munch, 1997).…”

Section: Methodsmentioning

confidence: 99%

The Effects of Cultural Adaptation in Fundraising Letters: The Case of Help-Self and Help-Others Appeals in a Feminine Culture

Hornikx¹,

Hendriks²,

Thijzen³

2010

Communications

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show abstract

“…Also extending the self-concept to intercultural base, past researches show that people evaluate more positively ads that are congruent with their own culture as an element of self-concept (e.g. Gregory and Munch, 1997;Torres and Briggs, 2005;Shen and Chen, 2006). Similarly, Bjerke and Polegato (2006) show how the self-concept differentiates peoples' perceptions towards Yıl:7 Sayı:13, Yaz 2014ISSN 1307 advertisements.…”

Section: Literature Review and Conceptual Backgroundmentioning

confidence: 99%

Reklamlarda Yer Alan Tipik Marka Kullanıcılarının Reklam Etkinliğindeki Rolüne Yönelik Kalitatif Bir Araştırma

Başfırıncı¹

2014

Uluslararası İktisadi Ve İdari İncelemeler Dergisi

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Drawing on social cognitive theory and self congruity theory, this study examines the role of brand user stereotypes (in advertisements) on developing favorable intentions toward the ad (and thus toward the brand). Moderating effects of product involvement level within this relationship was also explored. Using qualitative methodology, five focus groups were conducted. Results support that brand user stereotypes in ads operate on advertising efficiency through the self-congruity theory. However, regardless of involvement level, consumers prefer to see a reflection of their ideal selves' rather than actual selves through the stereotypes.Also, this is also one among few studies that emphasized brand user stereotypes should be consistent with not only the ideal selves of consumers but also the social gender role perceptions of them in creating advertising efficiency.

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“…Under the assumptions of growing living standards of Asian consumers, advertising strategies in Asia are getting popularity (Tai, 1997). Gregory and Munch (1997) argued that consumers' respond favourably to advertising if advertising message are analogous with the core culture values of that country's advertisements. found that advertising demonstrates a positive effect on general attitude, whereas image has a surprisingly negative effect on general attitude towards advertising, which distinguishes with expectations based upon developed countries.…”

Section: The Literature Reviewmentioning

confidence: 99%

Moderation effect of culture on the relationships among hedonism, product information, social integration and attitude towards advertising: an empirical study

Gautam¹

2017

IJBFMI

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This study investigated the impact of culture on attitude towards advertising of various brands according to hedonism or pleasure; product information; social integration with masculinity and power distance as cultural dimensions. Analysis of variance (ANOVA) analysis was used to test the overall significance of the model. Multiple regression analysis showed positive significant impacts of social integration (β = 0.412, p < 0.000), product information (β = 0.208, p<0.000) and hedonism (β = 0.181, p < 0.000) on attitude towards advertising. Results of the study confirmed the moderation effect of culture on relationships among product information, social integration, hedonism and attitude towards advertising. Study comprised sample size of 287 respondents.Keywords: attitude; advertising; product information; social integration; hedonism; culture.Reference to this paper should be made as follows: Gautam, V. (2017) 'Moderation effect of culture on the relationships among hedonism, product information, social integration and attitude towards advertising: an empirical study ', Int.

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Cultural values in international advertising: An examination of familial norms and roles in Mexico

Cited by 96 publications

References 24 publications

The Effects of Cultural Adaptation in Fundraising Letters: The Case of Help-Self and Help-Others Appeals in a Feminine Culture

The Effects of Cultural Adaptation in Fundraising Letters: The Case of Help-Self and Help-Others Appeals in a Feminine Culture

Reklamlarda Yer Alan Tipik Marka Kullanıcılarının Reklam Etkinliğindeki Rolüne Yönelik Kalitatif Bir Araştırma

Moderation effect of culture on the relationships among hedonism, product information, social integration and attitude towards advertising: an empirical study

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