Purpose – The purpose of this paper is to examine recent patterns and developments in the literature on cross‐cultural advertising research.Design/methodology/approach – Citation analysis was performed for cross‐cultural advertising articles published in major marketing and business journals from 1995 to 2006.Findings – Cultural values were the most studied topic area in cross‐cultural advertising research. Content analysis was the most widely employed methodology, followed by surveys. North America and the original European Union (EU) member states were the most frequently investigated, whereas there appears to exist a paucity of research in newer EU countries, and in Latin American, Middle Eastern, and African markets.Originality/value – Based on findings from the citation analysis, the authors outline future directions for the advancement of cross‐cultural advertising research in theoretical foundations, methodological issues, and countries to be explored.

/pdf/cross-cultural-advertising-research-where-we-have-been-and-vc1dgwqkun.pdf

Cross‐cultural advertising research: where we have been and where we need to go

Internal branding is increasingly seen as a doctrine to ensure employees' delivery of the brand promise by shaping employees' brand attitudes and behaviours. However, few studies, if any, have been conducted to understand the internal branding process from the viewpoint of employees who are the end receivers. Therefore, this study aims at exploring employees' perceptions toward the internal branding process. It identifies the relevant mechanisms and describes how internal branding affected service employees. The challenges of its success are uncovered and discussed. Finally, managerial implications and future research directions are provided.

/pdf/exploring-the-influences-of-internal-branding-on-employees-23qlm9vf4z.pdf

Exploring the influences of internal branding on employees' brand promise delivery: Implications for strenthening the customer-brand relationships

As the recent years saw the rapidly decreasing effectiveness of traditional brand communications, event-marketing has emerged as a new breed of communication strategy, which involves target audiences as active participants on a behavioural level. By using a participatory case study method, this paper demonstrates the nature, scope and benefits of event-marketing in differentiating and enhancing customer–brand relationships in relation to a German university. The study concludes that event-marketing facilitates customer engagement with the brand through informal dialogues and personal first-hand brand experiences. Implications for managers are discussed and avenues for further research offered.

https://link.springer.com/content/pdf/10.1057%2Fpalgrave.bm.2540274.pdf

Communicating Brands Through Engagement with “Lived” Experiences

Internal branding is increasingly seen as a doctrine to ensure employees’ delivery of the brand promise by shaping employees’ brand attitudes and behaviours However, few studies, if any, have been conducted to understand the internal branding process from the viewpoint of employees who are the end receivers Therefore, this study aims at exploring employees’ perceptions toward the internal branding process It identifies the relevant mechanisms and describes how internal branding affected service employees The challenges of its success are uncovered and discussed Finally, managerial implications and future research directions are provided

Exploring the influences of internal branding on employees' brand promise delivery

It is a truism that successful persuasive messages should be adapted to audience values. A substantial research literature—not previously systematically reviewed—has examined whether advertisements with appeals adapted to the audience’s important cultural values (e.g., individualism for North Americans) are more persuasive and better liked than appeals that are unadapted to such values. A meta-analytic review of that research finds that adapted ads are only slightly more persuasive (mean r = .073, 67 cases) and slightly better liked (mean r = .082, 66 cases) than unadapted ads. Moreover, these effects were mainly limited to North Americans and Asians and to values related to individualism-collectivism. In this chapter, we discuss explanations for these results and identify directions for future research.

/pdf/adapting-consumer-advertising-appeals-to-cultural-values-a-2w7z5zj1wg.pdf

Adapting consumer advertising appeals to cultural values: A meta-analytic review of effects on persuasiveness and ad liking

Blindtests haben ergeben, das die Konsumenten in vielen Produktfeldern nicht mehr zwischen den fuhrenden Produkten unterscheiden konnen. Wenn allerdings die Marke ins Spiel kommt, werden die Unterschiede sehr wohl erkannt (vgl. Biel, 1996, S. 2; vgl. auch Teil A in diesem Buch). Nur Produkte zu verkaufen reicht heute nicht mehr aus. Der Konsument gibt sich mit Produkten, die nur ihren Grundnutzen erfullen und die nur ordnungsgemas funktionieren, nicht mehr zufrieden. Er verlangt vielmehr einen Zusatznutzen; er mochte etwas erleben. Werbung und Produktdesign mussen zur Imageprofilierung verstarkt auf Erlebnisstrategien zuruckgreifen, denn bei der heute vorhandenen Erlebnisorientierung kann man sich eher durch Produktimages als durch Produkteigenschaften von den Mitbewerbern abheben. Eine gute Produktqualitat wird von den Konsumenten als selbstverstandlich angesehen, das funktional orientierte Informationsbedurfnis nimmt mit zunehmender Marktkenntnis ab. Konsumenten mit einem geringen Involvement sind in besonderer Weise der emotionalen Kommunikation zuganglich, die die Angebote in der Gefuhls- und Erfahrungswelt positioniert. Langfristig konnen bei den heute vorherrschenden gesattigten Markten und ausgereiften, weitgehend austauschbaren Produkten nur Marken uberleben, denen es gelingt, sich dauerhaft positiv in den Kopfen der Verbraucher zu verankern (vgl. Weinberg, 1995 c, S. 99). Die Erlebnisqualitat einer Marke entwickelt sich zum wichtigsten Kaufkriterium und pragt die Marktkommunikation der Zukunft (vgl. Opaschowski, 1997, S. 61).

Erlebniswelten für Marken

Advertising Effectiveness in Different Cultures: Results of an Experiment Analyzing the Effects of Individualistic and Collectivistic Advertising on Germans and Chinese

Die Betriebsformen des Einzelhandels aus Konsumentenperspektive

Cross Cultural Aspects of Emotional Benefit Stategies

Emotional Aspects of Decision Behavior. a Comparison of Explanation Concepts

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