search query: @author Caruana, A. / total: 4
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| Author: | Ewing, M. T. Caruana, A. Zinkhan, G. M. |
| Title: | On the cross-national generalisability and equivalence of advertising response scales developed in the USA |
| Journal: | International Journal of Advertising
2002 : VOL. 21:3, p. 323-344 |
| Index terms: | USA ADVERTISING ANALYTICAL REVIEW |
| Language: | eng |
| Abstract: | In this rapidly globalizing world economy, cross-cultural research and knowledge about how consumers in different countries perceive television advertising is particularly relevant and important. If consumers from different cultures perceive advertising in a similar manner, then the market may be responsive to standardized advertising campaigns as well as standardized copy-testing designs. In this study, the authors investigate viewer responses to two global advertising campaigns by administering four advertising response scales in six countries: Australia, England, Hong Kong, Malaysia, Singapore and the USA. Multi-sample structural equation modelling is conducted on data from these six samples. |
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