Culture and web communications

Baack, Daniel; Singh, Nitish

doi:10.1016/j.jbusres.2006.11.002

Cited by 121 publications

(92 citation statements)

References 40 publications

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“…We rely on the work of Schwartz (1994Schwartz ( , 1999 because of its strong theoretical and methodological foundation (e.g., Baack and Singh 2007;Steenkamp 2001) rather than on the more frequently used but criticized conceptualizations (e.g., of Hofstede; Ailon 2008). Schwartz (1994, p. 88) defines values as Bdesirable goals, varying in importance, that serve as guiding principles in people's lives.^The author combines cultural value types into three bipolar dimensions that we subsequently analyze 3 : embeddedness vs. autonomy (intellectual/affective), hierarchy vs. egalitarianism, and mastery vs. harmony (e.g., Rubera et al 2011;Shao et al 2010).…”

Section: Country Differences As Moderatorsmentioning

confidence: 99%

Explaining the differing effects of corporate reputation across nations: a multilevel analysis

Swoboda

Puchert

Morschett

2015

J. of the Acad. Mark. Sci.

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Although multinational corporations increasingly use their reputation as an important differentiation criterion, little is known about the varying effects of corporate reputation in an international context. In this study, the effects of corporate reputation across nations, particularly the moderating role of important institutional country differences, are analyzed. To provide insight into these issues, the authors refer to hierarchical data on 13,665 consumer evaluations of a multinational corporation in 40 countries. The results indicate a strong link between corporate reputation and consumers' loyalty, but this relationship is reinforced or diminished by cultural, economic, or knowledge differences between countries. These moderators represent important factors when managing corporate reputations across nations.

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Section: Country Differences As Moderatorsmentioning

confidence: 99%

Explaining the differing effects of corporate reputation across nations: a multilevel analysis

Swoboda

Puchert

Morschett

2015

J. of the Acad. Mark. Sci.

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“…It has been found by Palanisamy (2005) that gender influences the relationships between online consumer characteristics and banner advertisement effectiveness. Baack and Nitish (2007) examine the web sites from 15 countries and conclude that consumers prefer the web sites reflecting their culture. Moreover, Möller and Eisend (2010) introduce and examine a framework to show the influence of national-level cultural variables on banner advertisement effectiveness.…”

Section: The Role Of Culture In Online Advertisingmentioning

confidence: 99%

A Proposed Cross-Cultural Examination of Online Advertising Effectiveness in China and the UK

Ju¹

2013

IJBM

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This paper raises a proposed cross-cultural examination of online advertising effectiveness in China and the UK setting against the background of globalization and the widespread usage of online business communication. Different from previous studies, such specific indexes of Hofstede's cultural dimensions as individualism/collectivism, uncertainty avoidance, power distance, masculinity/femininity and long-term orientation which behind the hidden relationships between culture and online advertising effectiveness are suggested to be explored and revealed in the present study based on three measurements including attitudes towards banner ads, ability to recall banner ads and frequency of clicking banner ads. Moreover, the discourse analysis is also advised to be conducted at the same time to evaluate the role of culture in banner advertisement. In this way, the marketers will be enlightened by this study when formulating their online advertising strategies.

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“…With the ubiquity of the Internet and the increasingly important role it plays in world trade, it is critical to understand the nuances of web communication in cross-cultural settings (Baack and Singh, 2007).…”

Section: Research Implicationsmentioning

confidence: 99%

Cultural differences in imagery generation: The influence of abstract versus concrete thinking

Liang

Kalé

2012

Journal of Business Research

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Culture and web communications

Cited by 121 publications

References 40 publications

Explaining the differing effects of corporate reputation across nations: a multilevel analysis

Explaining the differing effects of corporate reputation across nations: a multilevel analysis

A Proposed Cross-Cultural Examination of Online Advertising Effectiveness in China and the UK

Cultural differences in imagery generation: The influence of abstract versus concrete thinking

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