search query: @author Polegato, R. / total: 2
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| Author: | Polegato, R. Bjerke, R. |
| Title: | The link between cross-cultural value associations and liking: The case of Benetton and its advertising |
| Journal: | Journal of Advertising Research
2006 : SEP, VOL. 46:3, p. 263-273 |
| Index terms: | advertising companies case studies culture |
| Freeterms: | values ethnography |
| Language: | eng |
| Abstract: | This paper deals with the link btw. value (hereafter as: vl.) associations and liking of a company and its advertising (here as: adv-g.), using Benetton (as: B.) as a case. Through a self-completion questionnaire, respondents in Bologna, Kiel, and Oslo identified their personal (as: prs.) values (as: vls.) and the vls. perceived in B. as a company, its adv-g. in general, and three B. print advertisements (as:ads). Also reported was on the extent to which they liked B. and its adv-g. The empirical findings were illuminated further through an ethnographic exploration of how the respondents viewed the relationship btw. their prs. vls. and their perception of brands. There was found a clear directional match btw. the degree of value congruence and liking of B. and its adv-g. |
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