Item request has been placed! ×
Item request cannot be made. ×
loading  Processing Request

Culturally incongruent messages in international advertising.

Item request has been placed! ×
Item request cannot be made. ×
loading   Processing Request
  • Additional Information
    • 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. Thus, culturally incongruent messages can be effective if they avoid conflict on a fundamental value or are positioned as originating from a foreign culture. Moreover, model background moderates the effect of message congruency on brand attitude and buying intention. These findings have meaningful implications for international marketing across societies of different cultural traditions [ABSTRACT FROM AUTHOR]
    • Abstract:
      Copyright of International Journal of Advertising is the property of Routledge and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)