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| Tekijä: | Lwin, M.O. Stanaland, A.J.S. Williams, J.D. |
| Otsikko: | Exporting America, Usage of symbols in international advertising under conditions of consumer ethnocentrism and US-focused animosity |
| Lehti: | International Journal of Advertising
2010 : VOL. 29:2, p.245-278 |
| Asiasana: | advertising Asia USA international |
| Vapaa asiasana: | ethnocentrism symbols animosity brand origin |
| Kieli: | eng |
| Tiivistelmä: | This study explores the use of cultural representations in advertising in Asia-Pacific under conditions of US-focused animosity and consumer ethnocentrism. It is identified what international advertisers do to match up American (here as: A.) and indigenous symbols and brands in various markets and also examine the predictive influence of consumer characteristics on the usage of symbols. The results show that advertisers are more likely to incorporate A. symbols in A. brand ads and indigenous symbols in local brand ads. It is found that brand origin, ethnocentrism and animosity are all significant predictors of usage of local symbols, while only brand origin and animosity are predictors of A. symbol usage. |
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