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The Influence of Culture on Attitudes Towards Humorous Advertising

Yi Wang, Su Lu, Jia Liu, Jiahui Tan, Juyuan Zhang
2019 Frontiers in Psychology  
In a cross-cultural research framework, the current study explored the effects of advertisement characteristics (i.e., brand nationality and humor tactics) on Chinese and United States audiences' attitudes  ...  We also explored whether individual differences in cultural values could account for the effect of audience nationality.  ...  FUNDING This work was supported by National Natural Science Foundation of China awarded to YW (No. 71472192) and SL (No. 71401036), and "the Fundamental Research Funds for the Central Universities."  ... 
doi:10.3389/fpsyg.2019.01015 pmid:31139109 pmcid:PMC6519312 fatcat:npuue3hhwnbvpj3m3fhbgmadwi

Challenging Traditional Culture? How Personal and National Collectivism-Individualism Moderates the Effects of Content Characteristics and Social Relationships on Consumer Engagement with Brand-Related User-Generated Content

Gauze P. Kitirattarkarn, Theo Araujo, Peter Neijens
2019 Journal of Advertising  
As online consumer behavior does not occur in a cultural void, the present study extends earlier research by explicitly examining how the collectivism-individualism dimension, both at the national and  ...  Results based on a diverse sample of participants from South Korea, Thailand, the Netherlands, and the United States (N ¼ 812) suggest that collectivism-individualism at the national level moderates the  ...  the former of which ultimately generated a positive attitude toward the advertised brand.  ... 
doi:10.1080/00913367.2019.1590884 fatcat:losft72kq5depoplffhirznxgy

Examining the moderating role of rational-versus emotional-focused websites

Michael Lwin, Ian Phau, Yu-An Huang, Aaron Lim
2014 Journal of Vacation Marketing  
Results show that websites using emotional appeals tend to show a positive relationship between attitude towards hotels and attitude towards websites and purchase intention.  ...  Specifically, it considers how attitudes towards websites, service expectations and attitudes towards boutique hotels may influence the two different types of advertising appeals and purchase intention  ...  Specifically, websites using emotional appeals tend to show a positive relationship between attitude towards hotels and attitude towards websites and purchase intention.  ... 
doi:10.1177/1356766713502485 fatcat:bnkttuousnedzazxnyxlvq22tq

Effects of Gay-Themed Advertising among Young Heterosexual Adults from U.S. and South Korea

Namhyun Um, Dong Hoo Kim
2019 Social Sciences  
This study is designed to investigate the effects of cultural orientation, gender, and types of gay-themed advertising in evaluation of gay male and female lesbian print ads.  ...  Little research has been conducted to explain the effects of gay-themed advertising in a cross-cultural context. Such research has been particularly scarce in South Korea.  ...  First, the current study investigates the impacts of culture on tolerance toward homosexuality, attitude toward gay-themed ads, and attitude toward brand.  ... 
doi:10.3390/socsci8010017 fatcat:uf2zn77mo5gn5i3qqbxa3cve2i

Generation Y Consumers' Value Perceptions toward Apparel Mobile Advertising: Functions of Modality and Culture

Wanmo Koo, Dee K. Knight, Kiseol Yang, Zheng Xiang
2012 International Journal of Marketing Studies  
This study investigates Generation Y consumers' different value perceptions toward apparelmobile advertising according to cultures (i.e., The United States vs.  ...  In addition, the values of entertainment, informativeness, irritation, and credibility were perceived differently by two cultures U.S. and Korea.  ...  Irritation results in negative attitudes toward advertising (Pelsmacker & Bergh, 1998 ) and brands (Chakrabarty & Yelkur, 2005) , and the level of negativism as a result of irritating advertising varies  ... 
doi:10.5539/ijms.v4n2p56 fatcat:7asr3duuy5h5tl3dcwt7ccuipy

Measuring message framing effects across Europe

Ulrich R Orth, Peter P Oppenheim, Zuzana Firbasova
2005 Journal of Targeting, Measurement and Analysis for Marketing  
Acknowledgments The authors acknowledge the support provided in the data collection process by Julian  ...  Attitudinal variables incorporated within the study were 'attitude toward the ad' (AAD) and 'attitude toward the brand' (AB).  ...  Emotions have been found to influence the evaluation of both attitude towards an advert and towards the advertised brand.  ... 
doi:10.1057/palgrave.jt.5740159 fatcat:3yk77qqwmbdjvpmrxqfawa67zy

Factors that Affect Online Purchasing Behavior: An Analysis with Technology Acceptance Model, Trust and Subjective Norms

Ramazan Aksoy, Umit Basaran
2013 Journal of Euromarketing  
Open ads do not guide consumers towards a ready-made interpretation and require more effort to decipher than closed ads. The study was performed in five European nationalities and the United States.  ...  A randomized 4-group design was used with ten advertisements, each in four different versions, with attitude towards the ad as the dependent variable.  ...  It investigates how openness and brand familiarity affect consumers attitudes towards advertisements and how both variables interact. This is done in a cross cultural setting.  ... 
doi:10.9768/0022.01-2.048 fatcat:qgxpbb5zxbdybddstfyxuhmm44

THE ATTITUDE OF UNIVERSITY STUDENTS TOWARDS CELEBRITY ENDORSEMENTS THROUGH SOCIAL MEDIA

Ahmed Alshetti, Muneer Al Mubarak
2019 Humanities & Social Sciences Reviews  
It seeks to determine how effective endorsements are from the consumers' point of view. Methodology: A study model was developed to show the effect of different factors on students' attitudes.  ...  Main findings: The findings show celebrity characteristics and social media advertisements affect students' attitudes.  ...  The R-value is (0.658) which states that there is a positive relationship between the variables and the attitude of the university students toward celebrity endorsements through social media, and the  ... 
doi:10.18510/hssr.2019.7681 fatcat:mxbterwkbrb67g3luw5bfshgly

Expectation Formation in Case of Newer Hotels

Prithwiraj Nath, James Devlin, Veronica Reid
2014 Journal of Travel Research  
The study provides insights for managers on how to develop a segmentation strategy using the cultural profiles of tourists.  ...  Using an experimental setup with 218 tourists from three different countries, this study finds that a newer hotel is likely to be better off by offering more service promises through its advertising and  ...  Individual level cultural value orientation Examining the role of culture in tourism is a critical issue and culture has been the subject of empirical and conceptual investigation (Hsu, et al., 2013;  ... 
doi:10.1177/0047287514541003 fatcat:5p7ivqpufbfgxlwk4lqb3uhnkm

Consumers' Attitude Towards Use and Adoption of Online Shopping in Bahawalpur, Pakistan

Muhammad Zeeshan Muneer
2019 Sustainable Business and Society in Emerging Economies  
Promotion and Culture Refund has significant positive relationship with consumer attitude and price has negative relationship with the attitude of consumer.  ...  The findings suggest positive consumer attitude towards online shopping. Attitude is the most important factor among the four other variables.  ...  More time and sufficient financial resources are one of the major sources that can help to get better results.  ... 
doi:10.26710/sbsee.v1i1.997 fatcat:tn25awrr7jfjxpjlmgkkvwzkpa

Culturally Customizing Websites for U.S. Hispanic Online Consumers

Nitish Singh, Daniel W. Baack, Arun Pereira, Donald Baack
2008 Journal of Advertising Research  
CULTURAL THEMES OR VALUES To identify a list of potential cultural val- ues and themes requires an investigation of the literatures discussing national and subculture level cultures, specifically as they  ...  Hopefully this will provide an impetus to other academics to further investigate the underrepresented area of online consumer behavior among large ethnic populations across various national cultures.  ... 
doi:10.2501/s0021849908080264 fatcat:glo2ffu2tzgwhkvlmpbjv2irse

Factors Affecting Millennials' Attitudes toward Luxury Fashion Brands: A Cross-Cultural Study

Regina Burnasheva, Yong GuSuh, Katherine Villalobos-Moron
2019 International Business Research  
The results indicated that all factors significantly related to attitudes towards luxury brands, and this, in turn, positively effect on online purchase intentions.  ...  This study explores whether materialism, a need for uniqueness, susceptibility to informative influence, and social media usage affect millennials’ attitudes toward luxury fashion brands and online  ...  Luxury companies could benefit by facilitating interactions between company and consumers through including a hyperlink on their website with consumers' trial experiences, assessment of their brands and  ... 
doi:10.5539/ibr.v12n6p69 fatcat:hqmsvo5yafaq3d3oeraivfepiu

Mobile Users' Online Luxury Consumption in China: The Moderating Role of Face Consciousness

Liang Ma, Xin Zhang, Peng Yu, Yugen Yi
2021 Mobile Information Systems  
To fill that research gap, this study constructed a research model of Chinese consumers to examine the effect of source credibility on the online luxury purchase and recommendation intentions of mobile  ...  Attracting more consumers through mobile online platforms has become the most important thing for luxury brands.  ...  Acknowledgments is work was supported by the National Social Science Foundation of China under project no. 17BGL198.  ... 
doi:10.1155/2021/6633477 fatcat:wumywyssrrfnzd33byzifhyjli

Impact of Mobile Ad Wearout on Consumer Irritation, Perceived Intrusiveness, Engagement, and Loyalty

Ahmad A.M. Alwreikat, Husam Rjoub
2021 Journal of Organizational and End User Computing  
Mobile and smart devices provide a platform for firms/brands to communicate directly with past, present, or potential consumers (via online pop-ups, sponsored ads, ads on social media messengers, timelines  ...  Intrusiveness resulted in lower levels of consumer engagement and higher levels of consumer loyalty.  ...  Offline Wearout has a negative effect on consumers' attitudes towards advertising and/or marketing messages of a brand or firm (Naik et al., 1998; Royo-Vela & Meyer, 2016) .  ... 
doi:10.4018/joeuc.20210501.oa5 fatcat:x5btfqx5jvhgzoznug5aqcu55u

The Effectiveness of Humor in Advertising: A Cross-cultural Study in Germany and Russia

Stefan Muller, Stefab Hoffmann, Uta Schwartz, Katja Gelbrich
2011 Journal of Euromarketing  
level of humor on attitudes toward the ad and the brand is culturally stable.  ...  Therefore, the paper examines whether the impact of humor type on perceived level of humor, attitude toward the ad, and attitude toward the brand depends on culture.  ...  Using culture as a moderator variable, we propose and test, that only the core model 'perceived level of humor  attitude toward the ad  attitude toward the brand' is culturally invariant (figure 1).  ... 
doi:10.9768/0020.01-2.007 fatcat:zxwiljegbrevhinmvoh4efxudy
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