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政大典藏 > College of Communication > Department of Advertising > Periodical Articles > Item 140.119/56993

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/56993

Title:	The Effectiveness of Using a Global Look in an Asian Market
Authors:	Chang, Chingching 張卿卿
Contributors:	政大廣告系
Keywords:	Internationales Marketing;International marketing;Werbung;Advertising;Werbewirkung;Advertising effectiveness;Publikationsanalyse;Publication patterns;Taiwan
Date:	2008
Issue Date:	2013-02-25 16:23:16 (UTC+8)
Abstract:	Adopting a global look has been an important strategy for marketing in multinational and local markets. This research explored the use of two global-look strategies in Taiwanese advertising: the use of Western models and English brand names. First, a content analysis revealed that Western models were used to promote products in 46.81 percent of magazine advertisements, whereas English brands were featured in 53.90 percent of the advertisements. Variables such as distribution area and product categories were shown to influence the use of these strategies. Second, an experiment examined the advantages and disadvantages of adopting global-look strategies in advertising. The use of Western models and English brand names enhanced the perceived globalness of the brand and encouraged participants to infer that the product originated from a developed Western country. However, a global look is not always persuasive. On the one hand, using Western models enhanced the perceived quality of the product. On the other hand, participants showed an “in-group bias” by rating products with Chinese brand names, as opposed to English brand names, higher on brand friendliness, brand trust, self-brand connections, and brand liking. The findings are discussed in terms of the implications for marketing.
Relation:	Journal of Advertising Research,48(2),199-214
Data Type:	article
Appears in Collections:	[Department of Advertising] Periodical Articles

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