The link between cross-cultural value associations and liking: The case of Benetton and its advertising

Journal of Advertising Research

Volumn 46, Issue 3, 2006, Pages 263-273

  Polegato, Rosemary ^a   Bjerke, Rune ^b  

^a MOUNT ALLISON UNIVERSITY   (Canada)

^b Oslo School of Management   (Norway)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 33846693705     PISSN: 00218499     EISSN: 17401909     Source Type: Journal    
DOI: 10.2501/S0021849906060351     Document Type: Article

References (41)

1. AAKER, D. A., R. BATRA, and J. G. MEYERS. Advertising Management. Englewood Cliffs, NJ: Prentice Hall, 1992.
2. _, and D. M. STAYMAN. "Measuring Audience Perceptions of Commercials and Relating Them to Ad Impact." Journal of Advertising Research 30, 4 (1990): 7-17.
3. ARNOULD, E. J., and C. J. THOMPSON. "Consumer Culture Theory (CCT): Twenty Years ofResearch." Journal of Consumer Research 31, 4 (2005): 868-82.
4. BARELA, M. J. "Executive Insights: United Colors of Benetton - From Sweaters to Success: An Examination of the Triumphs and Controversies of a Multinational Clothing Company." Journal of International Marketing 11, 4 (2003): 113-29.
5. BARTHES, R. Image-Music-Text. Glasgow, Scotland: Collins, 1977. In A. Gray, Research Practice for Cultural Studies: Ethnographic Methods and Lived Cultures. London, UK: Sage Publications Ltd., 2003.
6. BELK, R. W., W. J. BRYCE, and R. W. POLLAY. "Materialism and Status Appeals in Japanese and U.S. Print Advertising," International Marketing Review 2, 2 (1985): 38-47.
7. BUZZELL, R. D. "Can You Standardize Multinational Marketing?" Harvard Business Review November-December (1968): 102-13.
8. CHENG, H., and J. C. SCHWEITZER. "Cultural Values Reflected in Chinese and U.S. Television Commercials." Journal of Advertising Research 36, 3 (1996): 27-46.
9. DILLON, W. R., T. J. MADDEN, and N. H. FIRTLE. Marketing Research in a Marketing Environment, 3rd ed. Homewood, IL: Irwin, 1994.
10. GRAY, A. Research Practice for Cultural Studies: Ethnographic Methods and Lived Cultures. London, U.K.: Sage Publications Ltd., 2003.
11. GREENE, W. F. "Observations: What Drives Commercial Liking?" Journal of Advertising Research 32, 2 (1992): 65-68.
12. GREGORY, G. D., and J. M. MUNCH. "Cultural Values in International Advertising: An Examination of Familial Norms and Roles in Mexico." Psychology and Marketing 14, 2 (1997): 99-119.
13. HALEY, R. I., and A. L. BALDINGER. "The ARF Copy Research Validity Project." Journal of Advertising Research 31, 2 (1991): 11-32.
14. HOFSTEDE, G. H. Cultures Consequences: International Differences in Work-Related Values. Beverly Hills, CA: Sage, 1980.
15. HOFSTEDE, FRANKEL T., J.-B. E. B. M. STEENKAMP, and M. WEDEL. "International Market Segmentation Based on Consumer-Product Relations." Journal of Marketing Research 36, 1 (1999): 1-17.
16. HOMER, P. M., and L. R. KAHLE. "A Structural Equation Test of the Values-Attitude Behavior Hierarchy." Journal of Personality and Social Psychology 54 (1988): 638-46.
17. HORNIK, J. "Quantitative Analysis of Visual Perception of Printed Advertisements." Journal of Advertising Research 20, 6 (1980): 41-48.
18. KAHLE, L. R. "Social Values in the Eighties: A Special Issue." Psychology and Marketing 2, 4 (1985): 231-37.
19. KAMAKURA, W. A., and T. P. NOVAK. "Value-System Segmentation: Exploring the Value of LOV." Journal of Consumer Research 19, 1 (1992): 19-32.
20. KLEIN, NAOMI. No Logo: Taking Aim at the Brand Bullies. Flamingo, 2000.
21. LEO BURNETT. Questionary: A Reference Bank of Best Questions for the Development of Consumer Insights. Chicago, IL: Leo Burnett Co., Research Department, 1990.
22. MADDEN, C. S., M. J. CABALLERO, and S. MATSUKUBO. "Analysis of Information Content in U.S. and Japanese Advertising." Journal of Advertising 15, 1 (1986): 38-15.
23. MCCARTY, J. A., and L. J. SHRUM. "The Role of Personal Values and Demographics in Predicting Television Viewing Behavior: Implications for Theory and Application." Journal of Advertising 22, 4 (1993): 77-101.
24. MCCRACKEN, G. Culture and Consumption: New Approaches to the Symbolic Character of Consumer Goods and Activities. Bloomington & Indianapolis, IN: Indiana University Press, 1988.
25. _. Culture and Consumption II: Markets, Meaning, and Brand Management. Bloomington & Indianapolis, IN: Indiana University Press, 2005.
26. POLLAY, R. W. "Measuring the Cultural Values Manifest in Advertising." Current Issues and Research in Advertising. Ann Arbor, MI: University of Michigan, Graduate School of Business, 1983.
27. _, and K. GALLAGHER. "Advertising and Cultural Values: Reflections in the Distorted Mirror." International Journal of Advertising 9, 4 (1990): 359-72.
28. REYNOLDS, T. J., and D. B. WHITLARK. "Applying Ladder Data to Communications Strategy and Advertising Practice." Journal of Advertising Research 35, 4 (1995): 19-34.
29. ROKEACH, M. The Nature of Human Values. New York: Free Press, 1973.
30. ROSSITER, J. R., and G. EAGLESON. "Conclusions from the ARF's Copy Research Validity Project." Journal of Advertising Research 34, 3 (1992): 19-32.
31. _, and L. PERCY. Advertising Communications and Promotion Management. Singapore: McGraw-Hill, 1996.
32. SCHIFFMAN, L. G., E. SHERMAN, and M. M. LONG. "Toward a Better Understanding of the Interplay of Personal Values and the Internet." Psychology and Marketing 20, 2 (2003): 169-86.
33. SCHWARTZ, S. H. "Universals in the Content and Structure of Values: Theoretical Advancesand Empirical Tests in 20 Countries." In Advances in Experimental Social Psychology, M. P. Zanna, ed. San Diego, CA: Academic Press, 1992.
34. _. "A Theory of Cultural Values and Some Implications for Work." Applied Psychology: An International Review 48, 1 (1999): 23-47.
35. _, and W. BILSKY. "Toward a Theory of the Universal Content and Structure of Values." Journal of Personality and Social Psychology 53, 3 (1990): 550-62.
36. SHAVITT, S., M. R. NELSON, and R. M. L. YUAN. "Exploring Cross-Cultural Differences in Cognitive Responding to Ads." Advances in Consumer Research 24 (1997): 245-50.
37. SOLOMON, M. "The Role of Products as Social Stimuli: A Symbolic Interactionism Approach." Journal of Consumer Research 10, 3 (1983): 319-29.
38. SUKHDIAL, A., G. CHAKRABORTY, and E. K. STEGER. "Measuring Values Can Sharpen Segmentation in the Luxury Auto Market." Journal of Advertising Research 35, 1 (1995): 9-22.
39. THYNE, M. "The Importance of Values Research for Nonprofit Organizations: The Motivation-Based Values of Museum Visitors." International Journal of Nonprofit and Voluntary Sector Marketing 6, 2 (2001): 116-30.
40. WALKER, D., and T. DUBITSKY. "Why Liking Matters." Journal of Marketing Research 34, 3 (1994): 9-19.
41. ZHANG, J., and S. SHAVITT. "Cultural Values in Advertisements to the Chinese X-Generation." Journal of Advertising 32, 1 (2003): 23-33.