Advertising practices for self‐image projective products in the New Europe: a print advertising content analysis

Seitz, Victoria; Johar, J. S.

doi:10.1108/07363769310054277

Cited by 25 publications

(23 citation statements)

References 6 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…By conducting personal interviews of the European advertising managers of 15 multinational corporations, Rijkens (1992) found that all the firms allowed their local European offices to adapt the basic advertising idea, albeit to varying degrees. These findings appear to be consistent with other empirical studies showing some level of adaptation by marketers (e.g., Harris 1994;Harris and Attour 2003;Leeflang and van Raaij 1995;Seitz and Johar 1993).…”

Section: Imposed New Rules Governing Eu Institutions (European Union supporting

confidence: 82%

Advertising Standardization's Positive Impact on the Bottom Line: A Model of When and How Standardization Improves Financial and Strategic Performance

Okazaki

Taylor

Zou

2006

Journal of Advertising

View full text Add to dashboard Cite

Esta es la versión de autor del artículo publicado en:This is an author produced version of a paper published in: El acceso a la versión del editor puede requerir la suscripción del recurso Access to the published version may require subscription ADVERTISING STANDARDIZATION'S POSITIVE IMPACT ON THE BOTTOM LINE: A Model of When and How Standardization Improves Financial and Strategic PerformanceAuthor: Okazaki, Shintaro; Taylor, Charles R; Zou, Shaoming ABSTRACT:Building on Zou and Cavusgil's (2002) global marketing strategy (GMS) framework, the authors propose a structural model of advertising standardization that explores (1) the factors that encourage firms to engage in standardized advertising; and (2) the impact of advertising standardization on advertising effectiveness, as well as on two measures of firm performance.Results from a survey of Japanese and U.S. subsidiaries operating in the European Union (EU) provide support for the model. They also suggest that standardized advertising does enhance a firm's financial and strategic performance, provided that the external environment and internal resources of the firm are conducive to standardization.During the last few decades, the topic of standardization of advertising has received considerable attention in the academic literature. As Agrawal (1995) noted, the issue has been formally studied for over 50 years, and it is one of the most researched topics in international advertising. Despite this attention, only a few studies (e.g., Laroche et al. 2001; Samiee et al. 2003) have examined the factors that lead companies to standardize their advertising (Taylor 2002). Harris (1994) pointed out that there has been too much focus on whether firms should standardize and too little focus on how they should go about it.

show abstract

Section: Imposed New Rules Governing Eu Institutions (European Union supporting

confidence: 82%

Advertising Standardization's Positive Impact on the Bottom Line: A Model of When and How Standardization Improves Financial and Strategic Performance

Okazaki

Taylor

Zou

2006

Journal of Advertising

View full text Add to dashboard Cite

show abstract

“…Significant differences in perceived service quality and customer satisfaction were noted among the respondents from Germany, France, and Portugal given the same service encounter. This concurs with the work of Seitz and Johar (1993) whose study was done in five Western European countries: Germany, France, Italy, Spain, and the U.K. It was found that the Pan-European approach to advertising apparel was not the optimal strategy, with standardization not well received in the European countries studied.…”

Section: Discussionsupporting

confidence: 89%

A Pan‐European Approach to Customer Satisfaction: An Optimal Strategy?

Ueltschy

Laroche

Rita

et al. 2008

Multinational Business Review

View full text Add to dashboard Cite

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.Abstract: This study investigated the viability of using a Pan-European approach for professional service offerings in Europe by first establishing measurement equivalence and then exploring the influence of culture on service quality and customer satisfaction. Utilizing scenarios involving a dental office visit, respondents from Portugal, France, and Germany participated in a 2X2 factorial experiment in which the researchers manipulated both expectations (low/high) and service performance (low/high). Respondents from France and Portugal expressed similar levels of customer satisfaction and perceived service quality, which were significantly different from those of the German respondents except when both expectations and performance were low.

show abstract

“…(Saatchi & Saatchi, N.Y., claimed that this was the heavy user segment for perfume and water, the products of interest in the larger study.) The cities represented the same countries that were included in Seitz and Johar's (1993) study of self-image and advertising. England and France were included as in studies of advertising content analysis conducted by Whitelock and Chung (1989) and Cutler & Erramilli (1992).…”

Section: Sampling Proceduresmentioning

confidence: 99%

How well do advertising images of health and beauty travel across cultures? A self-concept perspective

Bjerke¹,

Polegato

2006

Psychol. Mark.

View full text Add to dashboard Cite

This study is a cross-cultural examination of the ideal self-image of women in terms of health and beauty. The match-up between two advertising beauty types (possible advertising presenters) and female consumers' ideal health and beauty images in terms of wanting to look like a specific model were tested with 750 female respondents from five European cities. The respondents also identified the ideal eye and hair colors for health and beauty. This quantitative study revealed cross-cultural variation in ideal self-image in terms of healthy and beautiful beauty types. International advertisers need to understand the important, contemporary, cultural characteristics of an ideal beauty type in terms of healthy or beautiful before developing standardized advertising communicating such appeals.

show abstract

Advertising practices for self‐image projective products in the New Europe: a print advertising content analysis

Cited by 25 publications

References 6 publications

Advertising Standardization's Positive Impact on the Bottom Line: A Model of When and How Standardization Improves Financial and Strategic Performance

Advertising Standardization's Positive Impact on the Bottom Line: A Model of When and How Standardization Improves Financial and Strategic Performance

A Pan‐European Approach to Customer Satisfaction: An Optimal Strategy?

How well do advertising images of health and beauty travel across cultures? A self-concept perspective

Contact Info

Product

Resources

About