The ‘Spanglification’ of Advertising Campaigns in Hispanic Media? A Comparison of Approaches in Spanish‐only and Dual Language Magazines

Callow, Michael; McDonald, Colin

doi:10.1080/0144619052000345619

Cited by 12 publications

(7 citation statements)

References 15 publications

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“…Subervi-Velez (1986) finds that the Spanish-language media enable immigrants to stay in touch with their cultural rootsto feel at home away from home-while helping them gradually adapt to the host culture. Existing research on Spanish-language media and marketing has focused on ethnic segmentation (Deshpandé, Hoyer, and Donthu 1986;Hornik and Ramirez 2006;O'Guinn, Faber, and Meyer 1985;O'Guinn and Meyer 1983;Palumbo and Teich 2004), consumer acculturation (Korzenny et al 1983;Shoemaker, Reese, and Danielson 1985;Ueltschy and Krampf 1997;Valencia 1985), and the degree of "Hispanicness" that advertising in Spanish-language media should contain (Callow and McDonald 2005;Fullerton and Kendrick 2000;Johnson 2000). However, to the best of our knowledge, no research has examined the Spanishlanguage media as cultural brands, nor has it investigated their brand personalities in a cross-national context.…”

Section: Methodsmentioning

confidence: 99%

Cultural Brands from Emerging Markets: Brand Image across Host and Home Countries

Guzmán

Paswan

2009

Journal of International Marketing

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Cultural brands embody a sum total of a group's cultural identity, including a surrounding myth, a tie to its cultural roots, and associations of its past and aspired future. The authors focus on two cultural brands from Mexico and analyze whether their brand images remain consistent when they cross the border into the United States. Data were collected from random samples drawn from Mexico City and the Latino community (of Mexican descent) in the Dallas–Fort Worth area. Respondents were asked to evaluate two television media brands using a brand personality scale. The results indicate that the association between the brand personality dimensions and the cultural brands from Mexico is stronger among Latinos residing in the Dallas–Fort Worth area than among their counterparts in Mexico City. This study contributes to brand personality literature and presents an important insight into the brand image of cultural brands from emerging markets.

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Section: Methodsmentioning

confidence: 99%

Cultural Brands from Emerging Markets: Brand Image across Host and Home Countries

Guzmán

Paswan

2009

Journal of International Marketing

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“…64-68, p. 844). In line with Callow and McDonald (2005) and Wilkes and Valencia (1989), respondents were asked to indicate how many times per week they encounter Turkey-sensitive featured advertisements of German telecommunication companies on TV, radio, the Internet and in daily newspapers to capture the recall facet of ad reception. Six staged response options were offered for each of the four media types (see footnotes c and d in Table II).…”

Section: Reception Of Coo-sensitive Advertisingmentioning

confidence: 99%

National identifications as determinants of the reception of country-of-origin sensitive advertising

Gerpott

Bicak

2016

Review of International Business and Strategy

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Purpose – This paper aims to empirically analyze the extent to which advertising reception among consumers with a migration background (German-Turks) is influenced by a person’s strength of national identifications with his/her country-of-origin (COO) and with his/her country-of-residence (COR). The focus is on Turkey-sensitive advertisements (ads) of telecommunication service suppliers in Germany because such communication measures are quite common and about three million German-Turks constitute an economically important group. Design/methodology/approach – Measures of COO and COR identification as well as of three ad reception criteria were obtained in a survey of 291 German-Turks and analyzed via moderated regression models. Findings – Strength of COO identification was a significantly positive predictor of the frequency with which participants remembered Turkey-sensitive ads for telecommunication services. Additionally, COO identification related significantly to two criteria that capture facets of attitudes toward such ads. By contrast, COR identification acted partly as a moderator which attenuated links between respondents’ COO identification and two ad reception measures. Nevertheless, German-Turks with a strong COR identification (i.e. “accultured” consumers) were still receptive to Turkey-sensitive telecommunication services ads even if their self-image was simultaneously strongly dependent on their COO. “Alienated” German-Turks who identify neither with their COO nor with their COR were least responsive to ethnic ads. Practical implications – The research indicates that marketing practitioners should not use uniform communication measures to address migrant consumers with a specific COO but segment this target group further by simultaneously considering their members’ COO and COR identifications. Originality/value – The contribution of this paper results from the simultaneous inclusion of both COO and COR identifications as factors explaining differences in reactions to communication measures among migrant consumers which share the same COO. Furthermore, the scarcity of empirical work on reactions of German-Turks to ethnomarketing is reduced.

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“…Hispanics are now the largest ethnic minority in the United States. The greater emphasis on religion and cultural values of family and respect that are common among Hispanics (Callow and McDonald 2005) implies that they would be less receptive to controversial advertisement executions. Therefore, the following is expected:…”

Section: Journal Of Marketing Communications 295mentioning

confidence: 99%

Controversial advertisement executions and involvement on elaborative processing and comprehension

Huhmann

Mott-Stenerson

2008

Journal of Marketing Communications

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Previous explorations of the effect of controversial/shock appeals in advertising have been confounded by using different advertisements in controversial and noncontroversial execution conditions or by not controlling the influence of attitude toward the advertisement. Therefore, the experiment presented here seeks to determine the effect that a controversial advertisement execution has on elaborative processing and brand message comprehension when potential contaminating influences are held constant in the controversial and noncontroversial execution conditions. Results demonstrate that controversial advertisement executions increase elaboration (i.e. the number of cognitive responses and ratings of elaborative processing) regardless of the level of product involvement. A cross-over interaction reveals that higher product involvement subjects better comprehend a controversial advertisement execution, but lower product involvement subjects better comprehend a non-controversial advertisement execution. Comprehension results are consistent with the resource-matching perspective. The resource-matching perspective holds that there is an upsidedown U-shaped relationship between processing outcomes and cognitive resources required to successfully process an advertisement execution, such that information processing is optimized when required resources match the resources that one has made available for advertisement processing. The study did not show any differences in processing controversial advertisement executions across gender or ethnic identity (i.e. Hispanic or non-Hispanic white).

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The ‘Spanglification’ of Advertising Campaigns in Hispanic Media? A Comparison of Approaches in Spanish‐only and Dual Language Magazines

Cited by 12 publications

References 15 publications

Cultural Brands from Emerging Markets: Brand Image across Host and Home Countries

Cultural Brands from Emerging Markets: Brand Image across Host and Home Countries

National identifications as determinants of the reception of country-of-origin sensitive advertising

Controversial advertisement executions and involvement on elaborative processing and comprehension

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