English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113656/144643 (79%)
Visitors : 51716142      Online Users : 629
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
    •  Adv. Search
    Home ‧ Login ‧ Upload ‧ Help ‧ About ‧ Administer Goto mobile version
    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

    Files in This Item:

    File Description SizeFormat
    00913367.2016.pdf511KbAdobe PDF2533View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏，無償提供學術研究與公眾教育等公益性使用，惟仍請適度，合理使用本網站之內容，以尊重著作權人之權益。商業上之利用，則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作，已盡力防止侵害著作權人之權益，如仍發現本網站之數位內容有侵害著作權人權益情事者，請權利人通知本網站維護人員(nccur@nccu.edu.tw)，維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback