Assessing the Cross-National Applicability of Consumer Behavior Models: A Model of Attitude Toward Advertising in General

Durvasula, Srinivas; Andrews, J. Craig; Lysonski, Steven; Netemeyer, Richard G.

doi:10.1086/209327

Cited by 263 publications

(187 citation statements)

References 17 publications

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“…Advertising regulations may lead to differences in advertising content and executional styles. In addition to the varying nature of advertising, there are differences in the amount of advertising expenditures (e.g., Durvasula et al 1993). For example, ad expenditures in the United States are among the highest in the world, whereas in European countries, ad expenditures are lower.…”

Section: Conclusion and Discussionmentioning

confidence: 99%

Media generations and their advertising attitudes and avoidance: a six-country comparison

Goot

Rozendaal

Opree

et al. 2016

International Journal of Advertising

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This cross-national survey (N = 5784) examined generational differences in media use, advertising attitudes and avoidance for five media (websites, social media, mobile phones, television, newspapers) in six countries (Germany, Spain, United Kingdom, United States, France, and the Netherlands). The results showed that the net generation and the newspaper generation, but not the TV generation, were clearly distinct in the frequency of their media use in all six countries. For advertising attitudes, generational patterns were visible, however, neither for all media nor in all countries. When generational differences did occur, the net generation was on the positive end, whereas the newspaper generation was usually the most negative. For advertising avoidance, generational patterns were less present and consistent. The findings point out interesting directions for future research. Practical implications for advertisers and media planners are discussed.

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Section: Conclusion and Discussionmentioning

confidence: 99%

Media generations and their advertising attitudes and avoidance: a six-country comparison

Goot

Rozendaal

Opree

et al. 2016

International Journal of Advertising

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“…Since measurement error is common in cross-cultural research, and attenuates correlations, structural relationships must be adjusted for variations due to unequal reliabilities across cultures (Singh, 1995). To establish scalar equivalence, pooled analysis (i.e., deculturing data by standardizing the responses to each observable variable within each sample separately, and removing scaling factors from the measurements) and adjustment factors for differences in reliability are typically used (Davis et al, 1981;Durvasula, Andrews, Lysonski, & Netemeyer, 1993;Singh, 1995). For example, the extant literature suggests alternating least-squares optimal scaling, which is a general extension of principal component analysis for use with non-metric or mixed metric data (Mullen, 1995;Myers et al, 2000;Salzberger et al, 2001), or using multiple respondents to assess consistency of results (e.g., Calantone, Schmidt, & Song, 1996;Davis et al, 1981).…”

Section: Discussionmentioning

confidence: 99%

Data equivalence in cross-cultural international business research: assessment and guidelines

et al. 2008

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Data equivalence refers to the extent to which the elements of a research design have the same meaning, and can be applied in the same way, in different cultural contexts. Failure to establish data equivalence in cross-cultural studies may bias empirical results and theoretical inferences. Although several authors have encouraged researchers to ensure high levels of data equivalence, no study has assessed the status of the field in relation to compliance with data equivalence standards. Accordingly, this study examines three aspects of data equivalence (construct equivalence, measurement equivalence, and data collection equivalence) within 167 studies that involve cross-cultural data published in the Journal of International Business Studies, Management International Review, Journal of World Business, Strategic Management Journal and the Academy of Management Journal from 1995 to 2005. The findings indicate that international business researchers report insufficient information in relation to data equivalence issues, thus limiting confidence in the findings of many cross-cultural studies. To enhance future research, a guideline for procedures for researchers to follow and report in establishing data equivalence is offered.

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“…According to Durvasula et al (1993), the testing of the applicability of consumer behavior theories to other culture is paramount. The replication of the model in different populations and different countries can achieve external validation of that theory (Cheron and Propeck, 1997).…”

Section: The Importance Of Understanding Students'mentioning

confidence: 99%

Comparing Entrepreneurship Intention: A Multigroup Structural Equation Modeling Approach

Sihombing¹

2012

IRJBS

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Assessing the Cross-National Applicability of Consumer Behavior Models: A Model of Attitude Toward Advertising in General

Cited by 263 publications

References 17 publications

Media generations and their advertising attitudes and avoidance: a six-country comparison

Media generations and their advertising attitudes and avoidance: a six-country comparison

Data equivalence in cross-cultural international business research: assessment and guidelines

Comparing Entrepreneurship Intention: A Multigroup Structural Equation Modeling Approach

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