Culturally incongruent messages in international advertising

Material TypeArticleLanguageEnglish
TitleCulturally incongruent messages in international advertising Author(S)Geng Cui (Author)
Abstract  This study investigates the effect of culturally incongruent messages in international advertising on consumer responses. The results of an experiment suggest that the type of cultural values (terminal vs instrumental) and ethnic background of models (foreign vs local) significantly moderate the effect of message congruency on attitude towards the advertisement, and such effect is mediated by the number of counter-arguments ...Paginationp355-376
SubjectManagementDescriptorsAdvertising
Journal TitleInternational Journal of Advertising  
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