The Universality of Values: Implications for Global Advertising Strategy

Chow, Simeon; Amir, S.J.

doi:10.2501/s0021849906060302

Cited by 17 publications

(10 citation statements)

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“…In applying these theories, they put forward a static, dichotomous view of world cultures, and divide cultural values and appeals into artificially marked Eastern vs. Western or traditional vs. modern camps, even though evidence suggests that many cultural values, such as family, beauty, and health, are universal (Chow and Amir 2006;Moriarty and Duncan 1990). This rigid polarization pigeonholes researchers and prevents them from exploring the implications of universal appeals in the context of advertising standardization (Taylor 2002).…”

Section: Assumptions In Cultural Content Analyses Of International Admentioning

confidence: 94%

Beyond Culture: A Proposal for Agent-Based Content Analyses of International Advertisements

Gao

2009

Journal of Current Issues & Research in Advertising

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This paper argues for a paradigmatic shift awayfrom the current culturalframework that dominates content analyses of international advertisements. lt proposes a new framework that recognizes the direct infuence of agents such as the advertiserlagency, the consumer, and the regulator on international advertising. This agent-based approach aims to link content analysis to other areas of advertising and consumer research, and investigate the interaction between the characteristics of these agents and international advertising content. This way, content analysis serves as an exploratory tool to generate hypotheses and facilitate other forms of analysis so that more actionable results can be obtained.

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Section: Assumptions In Cultural Content Analyses Of International Admentioning

confidence: 94%

Beyond Culture: A Proposal for Agent-Based Content Analyses of International Advertisements

Gao

2009

Journal of Current Issues & Research in Advertising

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“…Indeed, Chow and Amir (2006) used the facet structure of values ( Figure 4) and the SSA configurations proposed in the values literature to illustrate its implications for global advertising. They benefited from the SSA geometrical configurations to form a bipolar conceptual dimension for, for example, a comparative evaluation across countries values and cultures and their media programming.…”

Section: Journal Of Marketing Communications 43mentioning

confidence: 99%

Theory construction and data analysis in marketing communication: A facet analytical approach

Hornik

Cohen

Amar

2009

Journal of Marketing Communications

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The history of science shows that the development and growth of disciplines is a matter of developing and testing theories that best represent the elements that define the discipline and make it unique. The main methodological issue in construction theories in marketing communications is the complexities of the domain and the difficulties to define variables and state their interactions. This paper provides an overview of facet theory (FT), a systematic approach to facilitate theory construction, research design, and data analysis for complex disciplines, that is appropriate for developing marketing communications theories and particularly advertising. The use of facet theory and conceptual tools like 'Mapping Sentence' and 'Universe of Content', is shown to provide new insights into existing advertising data; it allows for the diagnosis and discrimination of marketing communications constructs and makes the generalizability and replication of findings easier.

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“…In China, with the opening of the market offering a plethora of consumer goods, it is imperative to investigate the value systems of consumers. Also, considering the pervasiveness of values in an individual, they can assist with market segmentation (Chow & Amir, 2006). Although, the value systems in China have until recently remained consistent, younger generations are exhibiting marked changes (Adams, 2011;Kwon, 2012;Yau, 1988).…”

Section: Economic Liberalizationmentioning

confidence: 99%

“…The hedonic and utilitarian attributes of products and brands are a commonly used typology in marketing research (Chow & Amir, 2006;Hitlin & Piliavin, 2004). Holbrook and Hirschman (1982) originally developed the Hedonic and Utilitarian dimensions, which were considered individual constructs (Johnson & Fornell, 1991) of consumption.…”

Section: Hedonic and Utilitarian Consumptionmentioning

confidence: 99%

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Traditional To Modern Values: Chinas Opening And The Impact On Prestige Goods

Adams¹,

Downey²

2015

IBER

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The younger generation in China has undergone a cultural shift away from what are considered traditional Chinese values (Adams, 2011; Speter, 2008). This movement toward Western-based individualistic values is hypothesized to result from the opening of China to capitalistic and modern media systems. This cross-cultural research analyzes an online survey of 304 Chinese individuals that will explore this cultural shift by employing Kahles (1983) Values scale. To further explore the similarities or differences, the ratings of several prestige goods based on their hedonistic value are studied, as compared to an American sample.

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The Universality of Values: Implications for Global Advertising Strategy

Cited by 17 publications

References 0 publications

Beyond Culture: A Proposal for Agent-Based Content Analyses of International Advertisements

Beyond Culture: A Proposal for Agent-Based Content Analyses of International Advertisements

Theory construction and data analysis in marketing communication: A facet analytical approach

Traditional To Modern Values: Chinas Opening And The Impact On Prestige Goods

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