RT Journal Article
SR Electronic
T1 How to Advertise and Build Brand Knowledge Globally
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 420
OP 434
DO 10.2501/JAR-54-4-420-434
VO 54
IS 4
A1 Lia Zarantonello
A1 Bernd H. Schmitt
A1 Kamel Jedidi
YR 2014
UL http://www.journalofadvertisingresearch.com/content/54/4/420.abstract
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.