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| Tekijä: | Jeon, J. O. Beatty, S. E. |
| Otsikko: | Comparative advertising effectiveness in different national cultures |
| Lehti: | Journal of Business Research
2002 : NOV, VOL. 55:11, p. 907-913 |
| Asiasana: | Advertising research Consumer behaviour Cross-cultural studies Country comparisons USA Korea |
| Kieli: | eng |
| Tiivistelmä: | The study compares the cross-cultural differences in persuasion effectiveness of three ad types - direct comparative, indirect comparative, and noncomparative ads - between subjects in the United States and Korea using relative measures. The results show thatthere were main and interactive effects of country and/or ad type between these two countries, especially on attitudes toward brand and purchase intentions. In the United States, where direct comparative ads are widely used, indirect comparative ads were found to be the most effective, while in Korea, where direct comparative ads are rarely used, direct comparative ads were the most effective. |
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