Purpose The purpose of this paper is to examine and compare the validity different operationalizations cultural institutional distance. Design/methodology/approach First, a review theoretical background for Hofstede's, Schwartz's, Trompenaars's, Global Leadership Organizational Behavior Effectiveness' (GLOBE) frameworks provided, as well environment. Then, each framework assessed by evaluating how groups countries into appropriate clusters, finally comparisons between are drawn. Findings It...

Using a combination of exploratory and traditional approaches, we replicate extend previous research on creativity memory effects. The first study examines creativity's effect advertising recall using two nontraditional media: airport terminal preshow cinema advertising. Results suggest that differences in how consumers interact with media influence the memory. For advertising, where consumption is similar to media, enhanced recall. often occurs when are distracted state, had no effect....

This study investigates whether creativity is sufficient by itself to attract attention the ad space or must also be conspicuous. Attention an important driver of message processing that leads favourable advertising effectiveness outcomes, such as improved memory for brand. To provide insight on this, we conducted a field billboard along urban expressway explore variables affect recognition outdoor advertising. Using computational neuroscience software program, find evidence presence capture...

Abstract The growth and success of outdoor advertising is in large part due to the medium's ability reach an increasingly elusive mobile consumer. However, this has come with a price. Public pressure regulation have begun eliminate or curtail many locations, leading practitioners question effectiveness remaining sites. Using associative learning techniques, these studies investigate what effect, if any, environment which appears on attitudes, beliefs, purchase intent advertised brand....

Product placement is increasing in importance as a non-traditional method to reach consumers. A review of previous research on this topic indicates three gaps: the need for additional ecologically valid field testing, more using categorycued recall brand basic measure product effectiveness, and studies covering entertainment media other than film TV. To these ends, we conducted two studies. The first replicates prior laboratory by assessing from placements four movies, while second extends...

ABSTRACT The current authors9 research addressed the importance of a billboard9s location and visual saliency in capturing consumer attention. Visual refers to an advertisement9s ability stand out attract attention because its use color, shading, compositional design. Building on data from existing eye-tracking study Traffic Audit Bureau for Media Measurement, Inc. (TAB, renamed Geopath September 2016), authors found that salience has some, but limited, influence drivers9 billboard...

Countries compete intensely for foreign direct investment (FDI) and perform a wide range of activities to attract it. Research on FDI promotion often overlooks the effects advertising. To fill this gap in literature, study analyzes content advertising explain its structure. guide analysis, authors use Dunning's location advantages framework. This framework represents an effective prism through which view advertising, are reflected content. In effort shed more light first provide assessment...

Transit advertising is a growing category of out-of-home and an area that has received little academic attention. A field study was conducted in New York City's LaGuardia Airport to explore the effectiveness airport advertising. The results three studies—ethnographic, recognition, recall—produced five general themes. Of particular interest depending on type measurement tool used by researcher—recognition or recall—different characteristics advertisement its execution correlate more strongly...

Purpose The purpose of this research is to understand how brand-building used lend credibility investor information and differentiate countries competing for foreign investment. Brand signals, such as slogans logos, are frequently by governments their investment promotion agencies enhance the presentation potential investors interested in acquiring or establishing a business within country. Yet, little known about use brand building foster professionalism convey expertise international...

Abstract Mass international migrations to countries that promise economic, social, and political prosperity has created ethnic communities are lucrative targets for many businesses. Members of these often very brand loyal, conspicuous purchasers prestige products, willing pay quality products. Acculturation theory is used explain how businesses can effectively communicate groups. Unlike past studies which rely on one acculturative dimension understand its impact marketing programs, this...

Out-of-home advertising has the potential to facilitate informal consumer learning about important societal issues. To test this idea, authors developed an in-market, 14-month transit campaign educate commuters climate change and influence attitudes beliefs on issue. A unique brand identity, fully functioning website, Facebook page, Twitter account were created increase legitimacy of campaign. Study results find that was successful in changing beliefs, increasing optimism mitigation, driving...

In a time when the growth of traditional advertising is declining, out-of-home (OOH) has become prominent component plans. Despite this prominence, OOH often plagued by inattentiveness and incidental exposure making it even more important to link theoretical frameworks on effectiveness actual marketplace data. To assess increasingly media, we take one context, cinema advertising, and, using message response involvement theory, test several hypotheses surrounding consumer motivation,...

Advertising situated in environments where people congregate or pass through on their way to somewhere else benefit from being placed such high traffic areas. However, these strategically ads also suffer conditions of human crowding that prevents them noticed and processed. We undertake a study place-based advertising shopping mall using facial recognition software determine the effect density attention directed advertising. find as increases, decreases, but only point it begins increase...

<h3>ABSTRACT</h3> Using a large-scale database, we present, test, and refine model for direct-to-consumer (DTC) advertising effectiveness via structural equation modeling. Results suggest that consumers who are greatly involved in their healthcare possess positive attitudes toward DTC appear to be more likely contact doctor about the prescription drug after viewing advertisement. While individuals poor health and/or hold favorable system do respond advertising, effect is quite small. The...

Purpose The purpose of this paper is to draw upon the resource‐based view (RBV) firm in order assess “who, when, where, and how” questions about use resources shaping market positioning by global local firms a transitional economy (TE). Design/methodology/approach utilizes longitudinal case‐study approach present discuss resource asymmetry between advertising agencies operating Hungary. Findings RBV proves be valuable theory, revealing an interesting unexpected range sources types that are...

Native advertising has attracted a lot of attention among academics interested in the ad format designed to mimic editorial content and provide consumers with often hard-to-find detailed information. Yet its earlier predecessor, advertorial, is used more frequently for information dissemination economic development finance sectors. To better understand how advertorials are today, we use computer-aided text analysis (CATA) analyze 843 advertorial pages by 57 countries promote themselves as...

Abstract The marketing and advertising of alcoholic beverages is socially ethically sensitive subject to particular interest regulators, public groups, societal watchdogs because its potential impact on vulnerable populations such as low-income consumers, certain ethnicities, adolescents, alcoholics. While alcohol pervasive across a variety media, outdoor facilitates the targeting specific neighborhoods that, in sense, represent captive audience people who live and/or work those...

An increasing amount of attention is being placed on domestic firms in emerging markets especially understanding how they develop strategy response to market-based reforms and competition from multinational corporations. However, this little given the plight service firms. In an effort address gap, we conduct a case study seven advertising agencies Hungary. Using three-pronged structure resource-based view, its extension (dynamic capabilities framework), institution-based view competitive...