Cross‐cultural advertising research: where we have been and where we need to go

Okazaki, Shintaro; Mueller, Barbara

doi:10.1108/02651330710827960

Cited by 134 publications

(111 citation statements)

References 51 publications

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“…In conducting cross-national surveys, it is important to ensure that measures of constructs are equivalent across countries (Okazaki and Mueller 2007;Taylor 2005). Equivalence was obtained by employing the translation/back-translation method: a process that entails forward-and back-translations of all items (Okazaki and Mueller 2007).…”

Section: Equivalencementioning

confidence: 99%

“…Equivalence was obtained by employing the translation/back-translation method: a process that entails forward-and back-translations of all items (Okazaki and Mueller 2007). In addition, equivalence was ensured by using scoring procedures (i.e., response options) that are commonly used in all participating countries (Okazaki and Mueller 2007).…”

Section: Equivalencementioning

confidence: 99%

“…Repeated calls have been made for more cross-national advertising studies (e.g., Okazaki and Mueller 2007;Taylor 2005Taylor , 2007, including international advertising research with a focus on social media (Okazaki and Taylor 2013). Obviously, global advertisers are confronted with the question of whether it is a good idea to standardize their international advertising campaigns (De Mooij 2014;Terlutter, Diehl, and Mueller 2010) and to identify cross-national, cross-market or global segments (Okazaki and Taylor 2013;Taylor 2005).…”

Section: Introductionmentioning

confidence: 99%

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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: Equivalencementioning

confidence: 99%

Section: Equivalencementioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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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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“…Utilising Hofstede's (1994) instrument, it is suggested, is not without its problems in a heterogeneous society such as South Africa where a multitude of language, ethnic, cultural and religious groups exist. Okazaki (2007) reports on the dearth of cross cultural research in new EU-entry countries such as Cyprus. Indeed, an extensive literature search, as part of the present study, could not locate any data that employed the Hofstede (1994) VSM instrument for studying national culture in Cyprus.…”

Section: National Culturementioning

confidence: 99%

Attitudes of management students towards workplace ethics: A comparative study between South Africa and Cyprus

Thomas

Krambia‐Kapardis²,

Zopiatis³

2014

AJOBE

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ABSTRACT. In order to understand attitudes towards workrelated ethics and the teaching of business ethics in management programmes at universities, a survey was conducted with management students at two universities, one in the Republic of Cyprus (hereafter referred to as Cyprus) and the other in the Republic of South Africa (hereafter referred to as South Africa). An attempt was also made to investigate whether such differences, if any, were linked to differences in national culture. The findings indicate that no significant differences between the two samples exist on four of the five dimensions of national culture (Hofstede, 1994) and, accordingly, differences in attitudes towards workplace ethical issues cannot be said to be linked to this variable. Significant differences were found between the two samples on certain questionnaire items that related to workplace practices with the Cypriot sample, more so than the South African sample, appearing to be willing to engage in certain workplace practices that would be deemed unethical in society. It is recommended that ethics education be integral to a business curriculum and that teaching methodologies explore ways in which to develop moral reasoning in students.

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“…Because fewer studies have investigated differences in creative strategy or regulation issues in nonmembers of the EU-particularly other former Soviet republics (Okazaki and Mueller 2007)-this study is able to address a deficit in the research. Furthermore, the study focuses on the influence of culture, which is regarded by Taylor (2005) as one of the eight most significant areas for future research in international advertising, essential for advancement to the next level.…”

mentioning

confidence: 99%