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Visual references in the description of print advertisements : a four-country cross-cultural analysis

Gliniecka, Martyna - In: Journal of international consumer marketing 34 (2022) 2, pp. 201-213

Persistent link: https://www.econbiz.de/10013167321

Applying regulatory fit theory and cultural values orientation to predict effectiveness of public service advertising appeals

Chan, Kara; Shi, Jingyuan; Agante, Luisa; Opree, Suzanna J. - In: International review on public and non-profit marketing 19 (2022) 1, pp. 37-51

Persistent link: https://www.econbiz.de/10013168359

Culture, Advertising & Brand Equity : The Influence of Culture on Advertising and its Effect on Brand Equity

Azhar, Owais - 2013

The main objective of this research is to explore the relationship between key factors of culture that are directly or indirectly effecting on advertisement and brand equity. The influence of culture on advertisement is create a different impact on brand equity, in this study we are trying to...

Persistent link: https://www.econbiz.de/10014038408

The Portrayal of Women in Advertising

Soni, Pallavi - 2020

The portrayal of women in media advertisements, over the decades, has been about unrealistic body images, sexual objectification, physical beauty, and family roles. These advertisements affect the self-esteem and confidence of the female viewers and results in dissatisfaction and pressure to...

Persistent link: https://www.econbiz.de/10014094690

A cultural perspective on the effects of comprehension and slogan meaning types on attitude toward the advertisement and brand

Shahriari, Elmira; Abbassi, Hamid; Torres, Ivonne M.; … - In: Journal of consumer marketing 40 (2023) 7, pp. 983-1001

Persistent link: https://www.econbiz.de/10014471167

Attitude toward Nudity and Advertising in General through the Mediation of Offensiveness and Moderation of Cultural Values : Evidence from Pakistan and the United States

Khalid, Afia; Awan, Raheel Amir; Qadeer, Faisal; Saeed, Zara - 2023

consumers’ nudity attitudes modify their attitudes toward advertising in general (AAG) and also tests the mediation of … openness are also supported. Cultural sensitivity towards nudity has a profound impact on advertising effectiveness and thereby …. The results suggest that no matter how global the brand may be, a standardized global advertising approach may not work …

Persistent link: https://www.econbiz.de/10014351565