PT  - JOURNAL ARTICLE
AU  - Lia Zarantonello
AU  - Bernd H. Schmitt
AU  - Kamel Jedidi
TI  - How to Advertise and Build Brand Knowledge Globally
AID  - 10.2501/JAR-54-4-420-434
DP  - 2014 Dec 01
TA  - Journal of Advertising Research
PG  - 420--434
VI  - 54
IP  - 4
4099  - http://www.journalofadvertisingresearch.com/content/54/4/420.short
4100  - http://www.journalofadvertisingresearch.com/content/54/4/420.full
SO  - J Advert Res2014 Dec 01; 54
AB  - This cross-cultural study examined television advertising appeals (functional versus experiential and local versus global appeals) and their relationship with brand knowledge core components (brand awareness, brand attitude, and brand uniqueness) across countries at different levels of economic development. A dataset of 257 television commercials from 23 countries was used in the analysis. The researchers found that the experiential (emotional) appeal had a stronger relationship with the components of brand knowledge in countries with medium and high gross domestic product (GDP). Global appeal had a stronger relationship with the components of brand knowledge in countries with low GDP.