A global investigation into the cultural and individual antecedents of banner advertising effectiveness

Journal of International Marketing

Volumn 18, Issue 2, 2010, Pages 80-98

  Möller, Jana ^a   Eisend, Martin ^b  

^a FREIE UNIVERSITÄT BERLIN   (Germany)

^b EUROPEAN UNIVERSITY VIADRINA   (Germany)

Author keywords

Banner advertising; Cultural dimensions; International marketing; Online survey; Standardization

Indexed keywords

EID: 77953013832     PISSN: 1069031X     EISSN: None     Source Type: Journal    
DOI: 10.1509/jimk.18.2.80     Document Type: Article

References (80)

1. Albers-Miller, Nancy D. and Betsy D. Gelb (1996), "Business Advertising Appeals as a Mirror of Cultural Dimensions: A Study of Eleven Countries," Journal of Advertising, 25 (4), 57-70.
2. Andrews, Craig, Steven Lysonski, and Srinivas Durvasula (1991), "Understanding Cross-Cultural Student Perceptions of Advertising in General: Implications for Advertising Educators and Practitioners," Journal of Advertising, 20 (2), 15-28.
3. Baack, Daniel W. and Nitish Singh (2007), "Culture and Web Communication," Journal of Business Research, 60 (3), 181-88.
4. Baron, Reuben M. and David A. Kenny (1986), "The Moderator-Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations," Journal of Personality and Social Psychology, 51 (6), 1173-82.
5. Bhatnagar, Amit and Sanjoy Ghose (2004), "An Analysis of Frequency and Duration of Search on the Internet," Journal of Business, 77 (2), 311-30.
6. Bond, Michael H. (2002), "Reclaiming the Individual from Hofstede's Ecological Analysis: A 20-Year Odyssey: Comment on Oyserman et al. (2002), "Psychological Bulletin, 128 (1), 73-77.
7. Calfee, John E. and Debra Jones Ringold (1994), "The 70% Majority: Enduring Consumer Beliefs About Advertising," Journal of Public Policy & Marketing, 13 (2), 228-38.
8. Cavusgil, S. Tamer and Shaoming Zou (1994), "Marketing Strategy-Performance Relationship: An Investigation of the Empirical Link in Export Market Ventures," Journal of Marketing, 58 (January), 1-21.
9. Chandon, Jean Louis, Mohamed Saber Chtourou, and David R. Fortin (2003), "Effects of Configuration and Exposure Levels on Responses to Web Advertisements," Journal of Advertising Research, 43 (June), 217-29.
10. China Internet Network Information Center (2008), "Statistical Report on Internet Development in China: The 21st Statistical Survey Report on the Internet Development in China," (accessed March 2, 2008), [available at http://www.cnnic.net.en/uploadfiles/pdf/2008/2/29/104126.pdf].
11. Cho, Chang-Hoan (1999), "How Advertising Works on the WWW: Modified Elaboration Likelihood Model," Journal of Current Issues & Research in Advertising, 21 (1), 33-50.
12. Chui, Andy C. W. and Chuck C. Y. Kwok (2008), "National Culture and Life Insurance Consumption," Journal of International Business Studies, 39 (1), 88-101.
13. Cleveland, Mark, Michel Laroche, and Nicolas Papadopoulos (2009), "Cosmopolitanism, Consumer Ethnocentrism, and Materialism: An Eight-Country Study of Antecedents and Outcomes," Journal of International Marketing, 17 (1), 116-46.
14. De Jong, Martin G., Jan-Benedict E. M. Steenkamp, Jean-Paul Fox, and Hans Baumgartner (2008), "Using Item Response Theory to Measure Extreme Response Style in Marketing Research: A Global Investigation," Journal of Marketing Research, 45 (February), 104-115.
15. DeMooij, Marieke (1998), "Masculinity/Femininity and Consumer Behaviour," in Masculinity and Femininity: The Taboo Dimension of National Cultures, Geert H. Hofstede, ed. Thousand Oaks, CA: Sage Publications, 55-74.
16. - (2005), Global Marketing and Advertising. Thousand Oaks, CA: Sage Publications.
17. Douglas, Susan P. and Yoram Wind (1987), "The Myth of Globalization," Columbia Journal of World Business, 22 (Winter), 47-59.
18. Durvasula, Srinivas, J. Craig Andrews, Steven Lysonski, and Richard G. Netemeyer (1993), "Assessing the Cross-National Applicability of Consumer Behavior Models: A Model of Attitude Toward Advertising in General," Journal of Consumer Research, 19 (January), 626-36.
19. Dwyer, Sean, Hani Mesak, and Maxwell Hsu (2005), "An Exploratory Examination of the Influence of National Culture on Cross-National Product Diffusion," Journal of International Marketing, 13 (2), 1-28.
20. Edwards, Steven M., Hairong Li, and Joo-Hyun Lee (2002), "Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads," Journal of Advertising, 31 (3), 83-95.
21. Eurostat (2006), "Internet Usage in the EU25," (accessed March 4, 2008), [available at http://europa.eu/rapid/pressReleasesAction. do?reference=STAT/06/146&format=HTML&aged=18danguage=EN&guiLanguage= en].
22. Franke, George R. and S. Scott Nadler (2008), "Culture, Economic Development, and National Ethical Attitudes," Journal of Business Research, 61 (2), 254-64.
23. Ger, Güliz and Russell W Belk (1996), "Cross-Cultural Differences in Materialism," Journal of Economic Psychology, 17 (1), 55-77.
24. Griffith, David A., Aruna Chandra, and John K. Ryans Jr. (2003), "Examining the Intricacies of Promotion Standardization: Factors Influencing Advertising Message and Packaging," Journal of International Marketing, 11 (3), 30-47.
25. -, Matthew B. Myers, and Michael G. Harvey (2006), "An Investigation of National Culture's Influence on Relationship and Knowledge Resources in Interorganizational Relationships Between Japan and the United States," Journal of International Marketing, 14 (3), 1-32.
26. Harris, Greg (1994), "International Advertising Standardization: What Do the Multinationals Actually Standardize?" Journal of International Marketing, 2 (4), 13-30.
27. Hoffman, Donna L., W. D. Kalsbeek, and T. P. Novak (1996), "Internet and Web Use in the United States: Baselines for Commercial Development: Special Section on 'Internet in the Home, '" Communications of the ACM, 39 (12), 36-46.
28. Hofstede, Geert H. (1980), Cultures and Organizations: Software of the Mind. London: McGraw-Hill.
29. - (1997), Cultures and Organizations: Software of the Mind. New York: McGraw-Hill.
30. - (2001), Culture's Consequences: Comparing Values, Behaviors, Institutions, and Organizations Across Nations, 2d ed. Thousand Oaks, CA: Sage Publications.
31. - (2006), "What Did GLOBE Really Measure? Researchers' Mind Versus Respondents' Mind," Journal of International Business Studies, 37 (6), 882-96.
32. - and Michael H. Bond (1984), "Hofstede's Culture Dimensions: An Independent Validation Using Rokeach's Value Survey," Journal of Cross-Cultural Psychology, 15 (4), 417-33.
33. House, Robert J., Paul J. Hanges, Mansour Javidan, Peter W. Dorfman, and Vipin Gupta (2004), Culture, Leadership, and Organizations: The GLOBE Study of 62 Societies. Thousand Oaks, CA: Sage Publications.
34. Iacobucci, Dawn, Neela Saldanha, and Xiaoyan Deng (2007), "A Meditation on Mediation: Evidence That Structural Equations Models Perform Better Than Regressions," Journal of Consumer Psychology, 17 (2), 139-52.
35. Interactive Advertising Bureau (2009), "LAB Internet Advertising Revenue Report," (accessed December 28, 2009), [available at http://www.iab.net/media/file/IAB-Ad-Revenue-Sixmonth-2009.pdf].
36. Jain, Subhash C. (1989), "Standardization of International Marketing Strategy: Some Research Hypotheses," Journal of Marketing, 53 (January), 70-79.
37. Javidan, Mansour, Robert J. House, Peter W. Dorfman, Paul J. Hanges, and Mary S. De Luquet (2006), "Conceptualizing and Measuring Cultures and Their Consequences: A Comparative Review of GLOBE's and Hofstede's Approaches," Journal of International Business Studies, 37 (6), 897-914.
38. Kim, John, Jeen-Su Lim, and Mukesh Bhargava (1998), "The Role of Affect in Attitude Formation: A Classical Conditioning Approach," Journal of the Academy of Marketing Science, 26 (2), 143-52.
39. Lam, Desmond, Alvin Lee, and Richard Mizerski (2009), "The Effects of Cultural Values in Word-of-Mouth Communication," Journal of International Marketing, 17 (3), 55-70.
40. Lee, Byoungkwan and Ron Tamborini (2005), "Third-Person Effect and Internet Pornography: The Influence of Collectivism and Internet Self-Efficacy," Journal of Communication, 55 (2), 292-310.
41. Lee, Kyoungmi and Sharon Shavitt (2006), "The Use of Cues Depends on Goals: Store Reputation Affects Product Judgments when Social Identity Goals Are Salient," Journal of Consumer Psychology, 16 (3), 260-71.
42. Leung, Kwok, Rabi S. Bhagat, Nancy R. Buchan, Miriam Erez, and Cristina B. Gibson (2005), "Culture and International Business: Recent Advances and Their Implications for Future Research," Journal of International Business Studies, 36 (4), 357-78.
43. Limon, Yonca, Lynn R. Kahle, and Ulrich R. Orth (2009), "Package Design as a Communications Vehicle in Cross-Cultural Values Shopping," Journal of International Marketing, 17 (1), 30-57.
44. Lutz, Richard J. (1985), "Affective and Cognitive Antecedents of Attitude Toward the Ad: A Conceptual Framework," in Psychological Processes and Advertising Effects, Linda Alwitt and Andrew Mitchell, eds. Hillsdale, NJ: Lawrence Erlbaum Associates, 45-63.
45. Lynch, Patrick D. and John C. Beck (2001), "Profiles of Internet Buyers in 20 Countries: Evidence for Region-Specific Strategies," Journal of International Business Studies, 32 (4), 725-48.
46. MacKenzie, Scott B. and Richard J. Lutz (1989), "An Empirical Examination of the Structural Antecedents of Attitude Toward the Ad in an Advertising Pretesting Context," Journal of Marketing, 53 (April), 48-56.
47. Manchanda, Puneet, Jean-Pierre Dube, Khim Yong Goh, and Pradeep K. Chintagunta (2006), "The Effect of Banner Advertising on Internet Purchasing," Journal of Marketing Research, 43 (February), 98-108.
48. Martín-Santana, Josefa D. and Asunción Beerli-Palacio (2008), "Why Attitudes Toward Advertising Are Not Universal: Cultural Explanations" Journal of Euromarketing, 17 (3-4), 159-81.
49. McSweeney, Brendan (2002), "Hofstede's Model of National Cultural Differences and Their Consequences: A Triumph of Faith: A Failure of Analysis," Human Relations, 55 (1), 89-118.
50. Moorthy, Sridhar and Scott A. Hawkins (2005), "Advertising Repetition and Quality Perception," Journal of Business Research, 58 (3), 354-60.
51. Morrel-Samuels, Palmer (2003), "Web Surveys' Hidden Hazards," Harvard Business Review, 81 (July), 16-17.
52. Nicovich, Stef and T. Bettina Cornwell (1998), "An Internet Culture? Implications for Marketing," Journal of Interactive Marketing, 12 (4), 22-33.
53. O'Cass, Aron and Emily McEwen (2004), "Exploring Consumer Status and Conspicuous Consumption," Journal of Consumer Behaviour, 4 (October), 25-39.
54. Oyserman, Daphna, Heather M. Coon, and Markus Kemmelmeier (2002), "Rethinking Individualism and Collectivism: Evaluation of Theoretical Assumptions and Meta-Analyses," Psychological Bulletin, 128 (1), 3-72.
55. Pew Internet & American Life Project (2007), "Demographics of Internet Users," (accessed March 5, 2008), [available at http://www.faturefocus.net/web-stats.htm].
56. Raudenbush, Stephen W. and Anthony S. Bryk (2002), Hierarchical Linear Models: Application and Data Analysis Methods. 2d ed. Thousand Oaks, CA: Sage Publications.
57. Rossiter, John R. (2002), "The C-OAR-SE Procedure for Scale Development in Marketing," International Journal of Research in Marketing, 19 (December), 305-335.
58. Roth, Martin S. and Christine Moorman (1988), "The Cultural Content of Cognition and the Cognitive Content of Culture: Implications for Consumer Research," in Advances in Consumer Research, Vol. 15, Michael J. Houston, ed. Provo, UT: Association for Consumer Research, 403-410.
59. Rubin, Rebecca B., Carlos Fernandez Collado, and Roberto Hernandez-Sempieri (1992), "A Cross-Cultural Examination of Interpersonal Communication Motives in Mexico and the United States," International Journal of Intercultural Relations, 16 (2), 145-57.
60. Schillewaert, Niels and Pascale Meulemeester (2005), "Comparing Response Distributions of Offline and Online Data Collection Methods," International Journal of Market Research, 47 (2), 163-78.
61. Schlosser, Ann E., Sharon Shavitt, and Alaina Kanfer (1999), "Survey of Internet Users' Attitudes Toward Internet Advertising," Journal of Interactive Marketing, 13 (3), 34-54.
62. Shavitt, Sharon, Pamela M. Lowrey, and James E. Haefner (1988), "Public Attitudes Toward Advertising: More Favorable Than You Might Think," Journal of Advertising Research, 38 (July/August), 7-22.
63. Shimp, Terence A. (2007), Integrated Marketing Communications in Advertising and Promotion, 7th ed. Mason, OH: Thomson/South-Western.
64. Shoham, Aviv (1996), "Marketing-Mix Standardization: Determinants of Export Performance," Journal of Global Marketing, 10 (2), 53-73.
65. Sivakumar, K. and Cheryl Nakata (2001), "The Stampede Toward Hofstede's Framework: Avoiding the Sample Design Pit in Cross-Cultural Research," Journal of International Business Studies, 32 (3), 555-74.
66. Steenkamp, Jan-Benedict E. M. and Hans Baumgartner (1998), "Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, 25 (June), 78-90.
67. -, Frenkel ter Hofstede, and Michael Wedel (1999), "A Cross-National Investigation into the Individual and National Cultural Antecedents of Consumer Innovativeness," Journal of Marketing, 63 (April), 55-69.
68. Szymanski, David M., Sundar G. Bharadwaj, and P. Rajan Varadarajan (1993), "Standardization Versus Adaptation of International Marketing Strategy: An Empirical Investigation," Journal of Marketing, 57 (October), 1-17.
69. Taylor, Charles R. and Shintaro Okazaki (2006), "Who Standardizes Advertising More Frequently, and Why Do They Do So? A Comparison of U. S. and Japanese Subsidiaries' Advertising Practices in the European Union," Journal of International Marketing, 14 (1), 98-120.
70. Tellis, Gerard J., Stefan Stremersch, and Eden Yin (2003), "The International Takeoff of New Products: The Role of Economics, Culture, and Country Innovativeness," Marketing Science, 22 (2), 188-208.
71. TNS Infratest (2007), "NONLINER Atlas," (accessed March 4, 2008), [available at http://old.imtiatived21.de/fileadnun/files/NOA-Umzug/NOA- Atlanten/NONLINER-Atlas2007.pdf].
72. United Nations (2009), Human Development Report 2009. New York: Palgrave Macmillan.
73. Watson, John J., Ruth S. Rayner, Steven Lysonski, and Srinivas Durvasula (1999), "Vanity and Advertising: A Study of the Impact of Appaerance-Related, Sex, and Achievement Appeals," in Advances in Consumer Research, Vol. 26, E. Arnould and L. Scott, eds. Provo, UT: Association for Consumer Research, 445-50.
74. White, Tiffany B., Debra L. Zahay, Helge Thorbjørnsen, and Sharon Shavitt (2008), "Getting Too Personal: Reactance to Highly Personalized Email Solicitations," Marketing Letters, 19 (1), 39-50.
75. World Health Organization (2008), World Health Statistics 2008. Geneva: WHO Press.
76. Yan, Ting and Roger Tourangeau (2008), "Fast Times and Easy Questions: The Effects of Age, Experience and Question Complexity on Web Survey Response Times," Applied Cognitive Psychology, 22 (1), 51-68.
77. Ying, Lou, Tor Korneliussen, and Kjell Grønhaug (2009) " The Effect of Ad Value, Ad Placement and Ad Execution on the Perceived Intrusiveness of Web Advertisements," International Journal of Advertising, 28 (4), 623-38.
78. Zandpour, Fred, Veronica Campos, Jeolle Catalano, Cypress Chang, Cho Young Dae, Renee Hoobyar, Jiang Shu-Fang, Lin Man-Chi, Stan Madrid, Holly Scheideler, and Susan T. Osborn (1994), "Global Reach and Local Touch: Achieving Cultural Fitness in TV Advertising," Journal of Advertising Research, 34 (September/October), 35-63.
79. Zenith Optimedia (2009), "Global Ad Market Has Stabilised; Prospects for 2010 and Beyond Improving," (accessed December 28, 2009), [available at http://www.zenith optimedia.com/gff/pdf/Adspend%20forecasts%20December %202009.pdf.]
80. Zhang, Yong and Betsy D. Gelb (1996), "Matching Advertising Appeals to Culture: The Influence of Products' Use Conditions," Journal of Advertising, 25 (3), 29-46.