Internet advertising strategy of multinationals in China

Li, Hairong; Li, Ang; Zhao, Shirley

doi:10.2501/s0265048709090441

Cited by 39 publications

(21 citation statements)

References 34 publications

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“…In fact, there are instances in which GCC appears relevant to international advertising research, but has not been applied. For example, Li et al (2009) investigate the similarities and differences in internet advertising by Eastern and Western multinational firms advertising in China. They report that Eastern and Western firms use different approaches (e.g.…”

Section: Global Consumer Culturementioning

confidence: 99%

Global brand positioning and perceptions

Akaka

Alden

2010

International Journal of Advertising

144

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Global consumer culture is recognised as a collection of common signs and symbols (e.g. brands) that are understood by significant numbers of consumers in urban markets around the world. International advertising is a powerful driving force of this evolving phenomenon. However, scholars have suggested that more comprehensive theoretical frameworks are needed to better understand international advertising in the global environment. Global consumer culture positioning (GCCP) and perceived brand globalness (PBG) represent two important constructs for studying international advertising in the context of global consumer culture. This review of GCCP and PBG highlights their past application and future potential for advancing international advertising theory, research and practice. It also sheds light on the long-standing standardisation versus adaptation debate. Downloaded by [FU Berlin] at 12:24 04 July 2015

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Section: Global Consumer Culturementioning

confidence: 99%

Global brand positioning and perceptions

Akaka

Alden

2010

International Journal of Advertising

144

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“…This model might also consider how societal-level culture influences the ways in which multinational companies approach different international markets (e.g. Li et al 2009). We therefore propose the following research questions:…”

Section: Consideration Of the Globe Theoretical Modelmentioning

confidence: 99%

Insights from Project GLOBE

House

Quigley

Luque

2010

International Journal of Advertising

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“…However, as established in the international marketing and international advertising literature, whether the marketing mix, in general, and marketing communications, more specifically, can be standardised across cultures is a matter of long-standing debate (Akaka & Alden 2010;Zou & Volz 2010). Some have noted that of all the elements of the marketing mix, advertising is the area most often affected by cultural differences (Bu et al 2009;li et al 2009). Thus, a better understanding of CE and the role of advertising and mass media in the culturally distinct transitional, formerly communist, Eastern European (i.e., Russian) market is warranted.…”

Section: Introductionmentioning

confidence: 97%

Mitigating consumer ethnocentrism via advertising and media consumption in a transitional market

Puzakova

Kwak

Andras

2010

International Journal of Advertising

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Consumer ethnocentrism is considered an important barrier to consumption in the global marketplace. Although the concept of consumer ethnocentrism has been investigated over many years in developed markets, there is little research addressing the mitigation of consumer ethnocentrism in transitional economies, which are becoming increasingly important in the global marketplace. One such market, Russia, represents a major potential investment opportunity for global marketers. In this study, we undertake an exploratory study investigating consumer ethnocentrism's negative influence on Russians' attitudes towards foreign products and their frequency of purchase of foreign products. We also demonstrate that the influence of consumer ethnocentrism on the frequency of purchase of foreign products is moderated by consumers' exposure to mass communication (i.e. exposure to television, exposure to foreign movies) and by marketing communication efforts (i.e. exposure to foreign product advertising, involvement with foreign product advertising). In addition to extending theoretical research to a transitional, non-Western context, the empirical results also provide implications for international advertising practitioners.

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Internet advertising strategy of multinationals in China

Cited by 39 publications

References 34 publications

Global brand positioning and perceptions

Global brand positioning and perceptions

Insights from Project GLOBE

Mitigating consumer ethnocentrism via advertising and media consumption in a transitional market

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