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dc.contributor.authorCzarnecka, Barbara
dc.contributor.authorBrennan, David
dc.contributor.authorKeles, Serap
dc.date.accessioned2018-03-23T16:13:19Z
dc.date.available2018-03-23T16:13:19Z
dc.date.issued2018-01-01
dc.identifier.citationCzarnecka , B , Brennan , D & Keles , S 2018 , ' Cultural Meaning, Advertising, and National Culture: A Four-Country Study ' , Journal of Global Marketing , vol. 31 , no. 1 , pp. 4-17 . https://doi.org/10.1080/08911762.2017.1376364
dc.identifier.issn0891-1762
dc.identifier.otherPURE: 12058025
dc.identifier.otherPURE UUID: 67735709-3bdd-43cc-b863-fc70d263d70c
dc.identifier.otherScopus: 85030859841
dc.identifier.otherORCID: /0000-0002-7179-2960/work/62750319
dc.identifier.urihttp://hdl.handle.net/2299/19935
dc.descriptionThis document is an Accepted Manuscript of an article published by Taylor & Francis in Journal of Global Marketing on 9 October 2017. Under embargo. Embargo end date: 9 April 2019. The final, published version is available online at http://www.tandfonline.com/doi/abs/10.1080/08911762.2017.1376364.
dc.description.abstractCultural meaning transfer theory and GLOBE dimensions were employed in this comparative study to examine the extent to which cultural meaning presented in advertisements reflected national cultures of the target countries. Content analysis was applied to advertisements from four countries to investigate whether the use of advertising appeals presented in these advertisements mirrored variations in cultures as described by GLOBE Society Values. Results revealed that, in line with the hypotheses, there were similarities and differences in the use of appeals, and only some of them mirrored the cultural variations. GLOBE Society Values were more likely to predict the use of appeals than GLOBE Society Practices, but not for all appeals. Advertisers can draw on national cultures for cultural meanings to be used in advertisements only to a limited extent. It may be that advertisements mold rather than mirror societal values, or that only certain cultural traits are important for advertisers.en
dc.format.extent14
dc.language.isoeng
dc.relation.ispartofJournal of Global Marketing
dc.subjectcontent analysis
dc.subjectCross-cultural advertising
dc.subjectcultural values
dc.subjectEuropean advertising
dc.subjectGLOBE dimensions
dc.subjectBusiness and International Management
dc.subjectMarketing
dc.titleCultural Meaning, Advertising, and National Culture: A Four-Country Studyen
dc.contributor.institutionCentre for Research on Management, Economy and Society
dc.contributor.institutionEnterprise and Value Research Group
dc.contributor.institutionHertfordshire Business School
dc.description.statusPeer reviewed
dc.date.embargoedUntil2019-04-09
dc.identifier.urlhttp://www.scopus.com/inward/record.url?scp=85030859841&partnerID=8YFLogxK
rioxxterms.versionAM
rioxxterms.versionofrecordhttps://doi.org/10.1080/08911762.2017.1376364
rioxxterms.typeJournal Article/Review
herts.preservation.rarelyaccessedtrue


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