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The influence of culture and product consumption purpose on advertising effectiveness

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dc.contributor.author Gunaratne, Asoka
dc.date.accessioned 2012-09-30T23:26:24Z
dc.date.available 2012-09-30T23:26:24Z
dc.date.issued 2000-12
dc.identifier.isbn 0 86857 978 5
dc.identifier.uri http://hdl.handle.net/10652/1990
dc.description.abstract Consumers are accustomed to the value systems, beliefs and perception processes in the particular cultures in which they grow up. Thus a necessary prerequisite to develop successful global advertising campaigns is for marketers to understand the fundamentally different values, norms and characteristics in different cultures. The advertising messages that embed the cultural values and norms will meet with greater success due to higher consumer acceptance. The effectiveness of a particular advertising appeal may therefore vary in markets that are culturally incompatible. A consequence of this is the necessity to determine the types of advertising appeals that will satisfy the consumers in different cultures. The emerging global consumer culture may be an exception in this respect. In addition to the influence of culture, product related factors affect advertising effectiveness and global marketers need to understand their influence on advertising. This study investigated the influence of culture and product related factors on advertising effectiveness and, in particular, the effectiveness of individualistic versus collectivistic advertising appeals on the two cultures (individualistic and collectivistic) and the moderating effects of the consumption purpose (social or personal) of consumer products on culturally congruent advertising. The results of the study and managerial implications are discussed. en_NZ
dc.language.iso en en_NZ
dc.publisher Australian & New Zealand Marketing Academy en_NZ
dc.relation.uri http://anzmac.info/conference/2000/CDsite/papers/g/Gunarat2.PDF en_NZ
dc.subject Advertising en_NZ
dc.subject Effectiveness en_NZ
dc.subject Cultural factors en_NZ
dc.subject Individualistic en_NZ
dc.subject Collectivistic en_NZ
dc.title The influence of culture and product consumption purpose on advertising effectiveness en_NZ
dc.type Conference Contribution - Paper in Published Proceedings en_NZ
dc.rights.holder Australian & New Zealand Marketing Academy en_NZ
dc.subject.marsden 150502 Marketing Communications en_NZ
dc.identifier.bibliographicCitation Gunaratne, K.A. (2000). The influence of culture and product consumption purpose on advertising effectiveness. In A. O'Cass (Ed.). Proceedings of ANZMAC 2000. (pp. 443-47). Gold Coast, Australia: Australian & New Zealand Marketing Academy. Available from http://anzmac.info/conference/2000/ en_NZ
unitec.institution Unitec Institute of Technology en_NZ
unitec.publication.spage 443 en_NZ
unitec.publication.lpage 447 en_NZ
unitec.publication.title Proceedings of ANZMAC 2000 en_NZ
unitec.conference.title ANZMAC 2000: Australian & New Zealand Marketing Academy Conference "Visionary Marketing for the 21st Century: Facing the Challenge" en_NZ
unitec.conference.org Australian & New Zealand Marketing Academy en_NZ
unitec.conference.location Gold Coast, Australia en_NZ
unitec.conference.sdate 2000-11-28
unitec.conference.edate 2000-12-01
unitec.peerreviewed yes en_NZ


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