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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/110234


    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/110234


    Title: Local or Global Image? The Role of Consumers` Local-Global Identity in Code-Switched Advertising Effectiveness Among Monolinguals
    Local or Global Image? The Role of Consumers` Local-Global Identity in Code-Switched Advertising Effectiveness Among Monolinguals
    Authors: 林穎青
    林穎青
    Lin, Ying-Ching;Wang, Kai-Yu
    Lin, Ying-Ching;Wang, Kai-Yu
    Contributors: 傳播學院
    傳播學院
    Date: 2016-10
    2016-10
    Issue Date: 2017-06-12 17:44:03 (UTC+8)
    2017-06-12 17:44:03 (UTC+8)
    Abstract: Local and global brands alike have increasingly used code-switching to enhance advertising persuasion. Although this tactic is widely used, previous studies have focused on bilinguals but not monolinguals. Because of the emerging use of code-switching in advertisements in monolingual markets, more research efforts are required to understand its effectiveness and boundaries among monolinguals. This study investigated whether the consumers` local–global identity plays a moderating role in the effectiveness of code-switched advertisements among monolinguals. The consumers` local–global identity refers to the combination of local and global identities possessed by individuals that affect how they define themselves in relation to the social environment. Study 1 (manipulating consumers` local–global identity) demonstrated that the local–global identity moderated the effect of code-switched advertisements. The results indicated that the congruence between code-switching and the consumers` local–global identity enhanced persuasiveness, and that advertising involvement mediated this effect. Study 2 replicated the findings of Study 1 by using a local–global identity measure. These findings provide implications for branding and advertising strategies.
    Local and global brands alike have increasingly used code-switching to enhance advertising persuasion. Although this tactic is widely used, previous studies have focused on bilinguals but not monolinguals. Because of the emerging use of code-switching in advertisements in monolingual markets, more research efforts are required to understand its effectiveness and boundaries among monolinguals. This study investigated whether the consumers` local–global identity plays a moderating role in the effectiveness of code-switched advertisements among monolinguals. The consumers` local–global identity refers to the combination of local and global identities possessed by individuals that affect how they define themselves in relation to the social environment. Study 1 (manipulating consumers` local–global identity) demonstrated that the local–global identity moderated the effect of code-switched advertisements. The results indicated that the congruence between code-switching and the consumers` local–global identity enhanced persuasiveness, and that advertising involvement mediated this effect. Study 2 replicated the findings of Study 1 by using a local–global identity measure. These findings provide implications for branding and advertising strategies.
    Relation: Journal of Advertising, Vol.45, No.4, 482-497
    Journal of Advertising, Vol.45, No.4, 482-497
    Data Type: article
    article
    DOI 連結: http://dx.doi.org/10.1080/00913367.2016.1252286
    http://dx.doi.org/10.1080/00913367.2016.1252286
    DOI: 10.1080/00913367.2016.1252286
    10.1080/00913367.2016.1252286
    Appears in Collections:[廣告學系] 期刊論文

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