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題名 The Effectiveness of Using a Global Look in an Asian Market
作者 Chang, Chingching
張卿卿
貢獻者 政大廣告系
關鍵詞 Internationales Marketing; International marketing; Werbung; Advertising; Werbewirkung; Advertising effectiveness; Publikationsanalyse; Publication patterns; Taiwan
日期 2008
上傳時間 25-二月-2013 16:23:16 (UTC+8)
摘要 Adopting a global look has been an important strategy for marketing in multinational and local markets. This research explored the use of two global-look strategies in Taiwanese advertising: the use of Western models and English brand names. First, a content analysis revealed that Western models were used to promote products in 46.81 percent of magazine advertisements, whereas English brands were featured in 53.90 percent of the advertisements. Variables such as distribution area and product categories were shown to influence the use of these strategies. Second, an experiment examined the advantages and disadvantages of adopting global-look strategies in advertising. The use of Western models and English brand names enhanced the perceived globalness of the brand and encouraged participants to infer that the product originated from a developed Western country. However, a global look is not always persuasive. On the one hand, using Western models enhanced the perceived quality of the product. On the other hand, participants showed an “in-group bias” by rating products with Chinese brand names, as opposed to English brand names, higher on brand friendliness, brand trust, self-brand connections, and brand liking. The findings are discussed in terms of the implications for marketing.
關聯 Journal of Advertising Research,48(2),199-214
資料類型 article
dc.contributor 政大廣告系en
dc.creator (作者) Chang, Chingchingen
dc.creator (作者) 張卿卿zh_TW
dc.date (日期) 2008-
dc.date.accessioned 25-二月-2013 16:23:16 (UTC+8)-
dc.date.available 25-二月-2013 16:23:16 (UTC+8)-
dc.date.issued (上傳時間) 25-二月-2013 16:23:16 (UTC+8)-
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/56993-
dc.description.abstract (摘要) Adopting a global look has been an important strategy for marketing in multinational and local markets. This research explored the use of two global-look strategies in Taiwanese advertising: the use of Western models and English brand names. First, a content analysis revealed that Western models were used to promote products in 46.81 percent of magazine advertisements, whereas English brands were featured in 53.90 percent of the advertisements. Variables such as distribution area and product categories were shown to influence the use of these strategies. Second, an experiment examined the advantages and disadvantages of adopting global-look strategies in advertising. The use of Western models and English brand names enhanced the perceived globalness of the brand and encouraged participants to infer that the product originated from a developed Western country. However, a global look is not always persuasive. On the one hand, using Western models enhanced the perceived quality of the product. On the other hand, participants showed an “in-group bias” by rating products with Chinese brand names, as opposed to English brand names, higher on brand friendliness, brand trust, self-brand connections, and brand liking. The findings are discussed in terms of the implications for marketing.en
dc.format.extent 155 bytes-
dc.format.mimetype text/html-
dc.language zh_TWen
dc.language.iso en_US-
dc.relation (關聯) Journal of Advertising Research,48(2),199-214en
dc.subject (關鍵詞) Internationales Marketing; International marketing; Werbung; Advertising; Werbewirkung; Advertising effectiveness; Publikationsanalyse; Publication patterns; Taiwanen
dc.title (題名) The Effectiveness of Using a Global Look in an Asian Marketen
dc.type (資料類型) articleen