| dc.contributor | 傳播學院 | - |
| dc.contributor | 傳播學院 | - |
| dc.creator (作者) | 林穎青 | zh-TW |
| dc.creator (作者) | 林穎青 | zh-TW |
| dc.creator (作者) | Lin, Ying-Ching;Wang, Kai-Yu | en-US |
| dc.creator (作者) | Lin, Ying-Ching;Wang, Kai-Yu | en-US |
| dc.date (日期) | 2016-10 | - |
| dc.date (日期) | 2016-10 | - |
| dc.date.accessioned | 12-Jun-2017 17:44:03 (UTC+8) | - |
| dc.date.accessioned | 12-Jun-2017 17:44:03 (UTC+8) | - |
| dc.date.available | 12-Jun-2017 17:44:03 (UTC+8) | - |
| dc.date.available | 12-Jun-2017 17:44:03 (UTC+8) | - |
| dc.date.issued (上傳時間) | 12-Jun-2017 17:44:03 (UTC+8) | - |
| dc.date.issued (上傳時間) | 12-Jun-2017 17:44:03 (UTC+8) | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/110234 | - |
| dc.identifier.uri (URI) | http://nccur.lib.nccu.edu.tw/handle/140.119/110234 | - |
| dc.description.abstract (摘要) | Local and global brands alike have increasingly used code-switching to enhance advertising persuasion. Although this tactic is widely used, previous studies have focused on bilinguals but not monolinguals. Because of the emerging use of code-switching in advertisements in monolingual markets, more research efforts are required to understand its effectiveness and boundaries among monolinguals. This study investigated whether the consumers` local–global identity plays a moderating role in the effectiveness of code-switched advertisements among monolinguals. The consumers` local–global identity refers to the combination of local and global identities possessed by individuals that affect how they define themselves in relation to the social environment. Study 1 (manipulating consumers` local–global identity) demonstrated that the local–global identity moderated the effect of code-switched advertisements. The results indicated that the congruence between code-switching and the consumers` local–global identity enhanced persuasiveness, and that advertising involvement mediated this effect. Study 2 replicated the findings of Study 1 by using a local–global identity measure. These findings provide implications for branding and advertising strategies. | - |
| dc.description.abstract (摘要) | Local and global brands alike have increasingly used code-switching to enhance advertising persuasion. Although this tactic is widely used, previous studies have focused on bilinguals but not monolinguals. Because of the emerging use of code-switching in advertisements in monolingual markets, more research efforts are required to understand its effectiveness and boundaries among monolinguals. This study investigated whether the consumers` local–global identity plays a moderating role in the effectiveness of code-switched advertisements among monolinguals. The consumers` local–global identity refers to the combination of local and global identities possessed by individuals that affect how they define themselves in relation to the social environment. Study 1 (manipulating consumers` local–global identity) demonstrated that the local–global identity moderated the effect of code-switched advertisements. The results indicated that the congruence between code-switching and the consumers` local–global identity enhanced persuasiveness, and that advertising involvement mediated this effect. Study 2 replicated the findings of Study 1 by using a local–global identity measure. These findings provide implications for branding and advertising strategies. | - |
| dc.format.extent | 523884 bytes | - |
| dc.format.extent | 523884 bytes | - |
| dc.format.mimetype | application/pdf | - |
| dc.format.mimetype | application/pdf | - |
| dc.relation (關聯) | Journal of Advertising, Vol.45, No.4, 482-497 | - |
| dc.relation (關聯) | Journal of Advertising, Vol.45, No.4, 482-497 | - |
| dc.title (題名) | Local or Global Image? The Role of Consumers` Local-Global Identity in Code-Switched Advertising Effectiveness Among Monolinguals | - |
| dc.title (題名) | Local or Global Image? The Role of Consumers` Local-Global Identity in Code-Switched Advertising Effectiveness Among Monolinguals | - |
| dc.type (資料類型) | article | - |
| dc.type (資料類型) | article | - |
| dc.identifier.doi (DOI) | 10.1080/00913367.2016.1252286 | - |
| dc.identifier.doi (DOI) | 10.1080/00913367.2016.1252286 | - |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1080/00913367.2016.1252286 | - |
| dc.doi.uri (DOI) | http://dx.doi.org/10.1080/00913367.2016.1252286 | - |
