The DOI matches its Crossref record; 3 of the 3 references it cites were found in a registry or an index.
Business Advertising Appeals as a Mirror of Cultural Dimensions: A Study of Eleven Countries
Abstract
Across cultures, do systematic differences in advertising content mirror predictable differences in the cultures themselves? The authors designed a study to shed light on that question, using Hofstede's cultural model as a tool for analyzing cultures and using advertising appeals identified by Pollay. After coding advertisements in business publications from 11 countries for the appeals employed, they computed correlation coefficients relating the proportional use of each appeal and Hofstede's cultural dimensions: individualism, uncertainty avoidance, power distance, and masculinity. The culture-reflecting quality of advertising was supported for 10 of 30 hypothesized relationships, and for an additional eight after removal of outliers from the data.
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Citations
Cites
Cultures and Organizations: Software of the Mind.
Triandis, H. C., & Hofstede, G. (1993) · Administrative Science Quarterly · doi:10.2307/2393257 · Cited by 17,696
Schwartz, S. H. (1992) · Advances in Experimental Social Psychology · doi:10.1016/s0065-2601(08)60281-6 · Cited by 14,619
Reliability of Nominal Data Based on Qualitative Judgments
Perreault, W. D., & Leigh, L. E. (1989) · Journal of Marketing Research · doi:10.2307/3172601 · Cited by 1,575
Cited by
Cho, B., Kwon, U., Gentry, J. W., Jun, S., & Kropp, F. (1999) · Journal of Advertising · doi:10.1080/00913367.1999.10673596 · Cited by 259
Adaptation of cultural content: evidence from B2C e‐commerce firms
Singh, N., Kumar, V., & Baack, D. (2005) · European Journal of Marketing · doi:10.1108/03090560510572025 · Cited by 123
Content dimensions of Web advertising: a cross-national comparison
Ju-Pak, K.-H. (1999) · International Journal of Advertising · doi:10.1080/02650487.1999.11104755 · Cited by 96
Internet Diffusion in Japan: Cultural Considerations
Ferle, C. L., Edwards, S. M., & Mizuno, Y. (2002) · Journal of Advertising Research · doi:10.2501/jar-42-2-65-79 · Cited by 80
Pick, D., & Eisend, M. (2016) · Journal of International Marketing · doi:10.1509/jim.15.0139 · Cited by 54
Metadata
- Authors
- Albers-Miller, N. D., & Gelb, B. D.
- Venue
- Journal of Advertising
- Publisher
- Informa UK Limited
- Published
- 1996-12
- Volume
- 25
- Issue
- 4
- Pages
- 57-70
- ISSN
- 0091-3367 (ISSN-L)
- 1557-7805
- OpenAlex
- W1967321076
- Cited by
- 357
- References
- 3
- FWCI
- 5.80
- Type
- journal article
- Language
- en
- Open access
- closed
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