Cross-National Advertising and Behavioral Intentions: A Multilevel Analysis
Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
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Yn: Journal of International Marketing, Cyfrol 22, Rhif 1, 01.03.2014, t. 77-98.
Allbwn ymchwil: Cyfraniad at gyfnodolyn › Erthygl › adolygiad gan gymheiriaid
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TY - JOUR
T1 - Cross-National Advertising and Behavioral Intentions: A Multilevel Analysis
AU - Walsh, G.
AU - Shiu, E.M.
AU - Hassan, L.M.
PY - 2014/3/1
Y1 - 2014/3/1
N2 - Previous research has provided limited insight into (1) the cross-national effectiveness of marketing communication aimed at engaging consumers and (2) the moderating role of national characteristics. This study assesses the effectiveness of a cross-national advertising campaign in terms of changing behavioral intentions. The authors examine the moderating effects of country-level indicators representing three institutional pillars (regulative, normative/moral, and cultural-cognitive) on the mediated associations between three advertising persuasion measures (message comprehension, attitude toward the campaign, and message elaboration) and behavioral intentions. The authors examine a multilevel analysis using survey data related to a 25-country advertising campaign to test hypothesized within-country and between-country effects. The results show that message comprehension affects message elaboration less strongly in countries with stronger regulative, normative/moral, and cultural-cognitive pillars. Attitude toward the campaign affects message elaboration less strongly in countries with stronger normative/moral and cultural-cognitive pillars. Message elaboration affects behavioral intention less strongly in countries with a stronger regulative pillar but more strongly in countries with a stronger normative/moral pillar. The authors discuss implications for international marketing theory and practice.
AB - Previous research has provided limited insight into (1) the cross-national effectiveness of marketing communication aimed at engaging consumers and (2) the moderating role of national characteristics. This study assesses the effectiveness of a cross-national advertising campaign in terms of changing behavioral intentions. The authors examine the moderating effects of country-level indicators representing three institutional pillars (regulative, normative/moral, and cultural-cognitive) on the mediated associations between three advertising persuasion measures (message comprehension, attitude toward the campaign, and message elaboration) and behavioral intentions. The authors examine a multilevel analysis using survey data related to a 25-country advertising campaign to test hypothesized within-country and between-country effects. The results show that message comprehension affects message elaboration less strongly in countries with stronger regulative, normative/moral, and cultural-cognitive pillars. Attitude toward the campaign affects message elaboration less strongly in countries with stronger normative/moral and cultural-cognitive pillars. Message elaboration affects behavioral intention less strongly in countries with a stronger regulative pillar but more strongly in countries with a stronger normative/moral pillar. The authors discuss implications for international marketing theory and practice.
U2 - 10.1509/jim.13.0091
DO - 10.1509/jim.13.0091
M3 - Article
VL - 22
SP - 77
EP - 98
JO - Journal of International Marketing
JF - Journal of International Marketing
SN - 1069-031X
IS - 1
ER -