Do you remember me? Women sexual objectification in advertising among young consumers

2020 ◽  
Vol 21 (1) ◽  
pp. 77-90
Author(s):  
Lizardo Vargas-Bianchi ◽  
Marta Mensa
Keyword(s):  
Latin American ◽  
Cultural Context ◽  
Brand Names ◽  
Western World ◽  
Sexual Objectification ◽  
Brand Name ◽  
Relevant Variable ◽  
Content Type ◽  
Quasi Experimental ◽  
Probabilistic Sample

Purpose The purpose of this paper is to examine the effect on brand name recall in advertisements with varying levels of female sexual objectification content among young millennials and the effect of distraction on this recall effort. The question arises whether this group evokes those brands that appear in advertisements using different levels of objectification content. Design/methodology/approach The study uses a correlational design that includes two studies with different groups of subjects: an assessment of perceived female sexual objectification levels in a set of ads and a quasi-experimental study that used the assessed perceived levels of female objectification and brand name short-term recall scores of those ads, with and without the intervention of an attention distractor. Findings Results suggest that female sexual objectification content exerts a limited influence on brand name recall between participants. In addition, it is not men who remember brand names from ads using sexual objectified images, but young women. Research limitations/implications The study had an exploratory scope and used a small non-probabilistic sample. Subjects belong to a cultural context of Western world developing economy, and thus perceived female objectification may vary between different cultural settings. Results refer to graphic advertisements, though this cohort is exposed to other audiovisual content platforms. Originality/value Several studies have addressed female objectification in advertising and media, but few focused on young Latin American audiences and its impact on the recollection of advertised brands. Brand name retention and awareness is still a relevant variable that the advertising industry takes in account as one of several predictors toward buying decisions. Even less research has been made on Latin American social and cultural contexts.

The role of market and product category characteristics in local versus foreign language branding in Latin America

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Pablo Farías ◽  
Luis Torres
Keyword(s):  
Latin America ◽  
Foreign Language ◽  
Latin American ◽  
Product Category ◽  
Cultural Dimensions ◽  
Brand Names ◽  
High Tech ◽  
Content Type ◽  
Local Language ◽  
Product Categories

PurposeThis paper explores which market and product category characteristics could influence the use of foreign language brand names (i.e. whether a brand uses a foreign language versus local language brand name) in some of the largest Latin American countries.Design/methodology/approachHypotheses are tested using 880 brands from 39 product categories and nine Latin American markets using a hierarchical logistic regression.FindingsResults revealed that foreign language brand names are more likely to be used in product categories related to local infrastructure, high-tech and global community. In contrast, local language brand names are more likely to be used in product categories associated to subscriptions. Findings also suggest that Hofstede's national cultural dimensions are significant factors. Finally, the results revealed that foreign language brand names are more likely to be used in markets with a low level of foreign language proficiency.Originality/valueThis paper shows the importance of considering market and product category characteristics and their potential influence on local versus foreign language branding in Latin America – an ignored issue in previous research.

Brazilian women’s entrepreneurial profile and intention

2018 ◽  
Vol 10 (4) ◽  
pp. 361-380 ◽  
Author(s):  
Patricia Viveiros de Castro Krakauer ◽  
Gustavo Hermínio Salati Marcondes de Moraes ◽  
Roberto Coda ◽  
Davi de França Berne
Keyword(s):  
Latin American ◽  
Structural Equation ◽  
Entrepreneurial Intention ◽  
International Studies ◽  
Content Type ◽  
Robust Model ◽  
Behavioural Profile ◽  
Entrepreneurial Activities ◽  
Probabilistic Sample ◽  
The Impact

Purpose The paper aims to investigate the existence of typical preferred behaviours that might characterize Brazilian women’s entrepreneurial profile and whether this profile influences their motivation to undertake a venture. Design/methodology/approach Following the evolution of the literature on women entrepreneurship, the study criticizes the rational view that conceives entrepreneurship as a universal phenomenon and immune to gender. A quantitative approach based on multivariate data analysis (structural equation modelling) was applied to a sample of 418 women entrepreneurs with regard to six hypotheses associated with a specifically conceived conceptual model. Findings The behavioural categories tested in the model that most influence Brazilian women’s entrepreneurial profile are planning, identifying opportunities, sociability and leadership, corroborating the results of other international studies. Behaviours connected with persistence did not correlate to Brazilian women’s entrepreneurial profile. The hypothesis that women’s entrepreneurial profile positively influences their entrepreneurial intention was confirmed. Research limitations/implications As the study is based on an intentional, non-probabilistic sample, further research needs to be conducted using other forms of sampling, extending the findings to other contexts internationally and to other Brazilian regions. Practical implications Women can perceive whether their behavioural profile is suited to embracing entrepreneurship challenges, helping them to make effective career choices. Originality/value The study provides a robust model with high explanatory value. It contributes to the women’s entrepreneurship literature from the perspective of a Latin American developing country, offering valuable insights regarding the impact of entrepreneurial behavioural profile on women’s entrepreneurial activities.

Pseudohomophones as brand names

2018 ◽  
Vol 52 (9/10) ◽  
pp. 1909-1930
Author(s):  
Jasmina Ilicic ◽  
Stacey Baxter ◽  
Alicia Kulczynski
Keyword(s):  
Real World ◽  
Design Methodology ◽  
Brand Names ◽  
Brand Name ◽  
Superiority Effect ◽  
Content Type ◽  
The Real ◽  
Brand Meaning ◽  
Practical Implications

Purpose The purpose of this study is to introduce the homophone emotional interest superiority effect in phonological, or sound-based, priming, whereby pseudohomophone brand names (i.e. non-words that are pronounced identically to English words, for example, Bie) prime brand meaning associated with the member of the homophone pair that is emotionally interesting (i.e. Bie will be prime brand avoidance (purchase) when consumers are emotionally interested in the homophone bye [buy]). Design/methodology/approach Studies 1 and 2 examine the effect of homophone emotional interest on brand judgements and behaviours. Study 3 investigates the role of boredom with the brand name in attenuating the homophone emotional interest superiority effect. Findings Findings indicate that pseudohomophone brand names prime brand judgements and behaviours associated with the word from the homophone pair that evokes emotional interest. Study 2 provides further evidence of homophone emotional interest as the process influencing brand judgements and behaviours. Study 3 establishes that the effect of pseudohomophone brand names on brand judgements weaken when boredom with the brand name is induced. Research limitations/implications This study is limited, as it focuses only on fictitious brands and methodologically creates boredom in a way in which may not be typical of what would be experienced in the real world. Practical implications This study has important implications for brand managers in the development of new brand names and in prioritising the intended homophone pair from a pseudohomophone brand name to influence consumer judgements and behaviours. Originality/value This study introduces and provides evidence of a homophone emotional interest superiority effect. This study also identifies a condition under which the homophone emotional interest superiority effect is attenuated.

Effects of pronoun brand name perspective and positioning on brand attitude

2015 ◽  
Vol 24 (2) ◽  
pp. 157-164 ◽  
Author(s):  
Luke Kachersky ◽  
Marina Carnevale
Keyword(s):  
Relative Effectiveness ◽  
Consumer Preference ◽  
Self Esteem ◽  
Brand Names ◽  
Social Benefits ◽  
Brand Name ◽  
Second Person ◽  
Content Type ◽  
Consumer Responses ◽  
Person Pronoun

Purpose – The purpose of this paper is to investigate the relative effectiveness of the second-person pronoun perspective within a brand name (as in “You”Tube) and the first-person pronoun perspective (as in “i”Phone). Design/methodology/approach – Drawing on prior research on self-concept, general pronoun usage and the fit between branding tactics and positioning, it is predicted that “you” will garner more favorable consumer responses when the brand is positioned on social benefits, while “I” will garner more favorable responses when the brand is positioned on personal benefits. These predictions are tested in two experiments with US consumers. Findings – When the brand in the experiment was positioned for its social benefits, “you” elicited more favorable brand attitudes than “I”, while the opposite was true when the brand was positioned for its personal benefits. This effect tends to be stronger among those with higher self-esteem. Practical implications – Managers can make more informed pronoun brand name selections based on their brand’s intended positioning – if it is social, “you” should be used; if it is personal, “I” should be used. Originality/value – The influence of pronouns in brand names is still largely unexplored. This research is the first to examine “you” brand names and also sheds light on how another marketing variable – positioning – impacts consumer preference for pronoun brand names. Finally, this work shows that such effects are more pronounced for those with higher self-esteem.

The health halo of morality- and purity-signifying brand names

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Clinton Amos ◽  
Jesse King ◽  
Skyler King
Keyword(s):  
Mediation Analysis ◽  
Food Product ◽  
Past Research ◽  
Moderated Mediation ◽  
Underlying Mechanism ◽  
Brand Names ◽  
Health Claims ◽  
Brand Name ◽  
Content Type ◽  
Consumer Inferences

Purpose Past research has demonstrated a health halo for food product labels (e.g. organic), resulting in inflated perceptions of a product’s healthfulness (e.g. low fat). While past studies have focused on labeling and related health claims, the health halo of brand names has scarcely been investigated. This study aims to address this gap by investigating the health halo of brand names featuring morality- and purity-signifiers. Design/methodology/approach The current research uses two experiments to examine the health halo of morality- and purity-signifying brand names on perceptions of nutritional and contaminant attributes. Mediation analysis is performed to investigate perceived naturalness as the mechanism for the brand name effects while moderated mediation analysis examines this mechanism across product types (healthy vs unhealthy). Findings The findings reveal that both the morality- and purity-signifying brand names produce a health halo on nutritional and contaminant attributes, regardless of product healthiness. Further, mediation and moderated mediation analysis provide evidence for perceived naturalness as the underlying mechanism driving these effects. Social implications This research highlights unwarranted consumer inferences made based upon food brand names and, thus has implications for consumers, public policy and marketing managers. Originality/value While much health halo research has focused on labeling, this research examines the health halo of two brand name types which symbolically convey either morality or purity. This research provides additional contributions by investigating perceived naturalness as the underlying mechanism for the effects and is one of the few studies to investigate the health halo for both healthy and unhealthy products.

How previous positive experiences with store brands affect purchase intention in emerging countries

2017 ◽  
Vol 34 (4) ◽  
pp. 536-558 ◽  
Author(s):  
Mbaye Fall Diallo ◽  
Jose Ribamar Siqueira Jr
Keyword(s):  
Latin American ◽  
Cultural Context ◽  
Purchase Intention ◽  
Emerging Countries ◽  
Previous Experience ◽  
Brand Experience ◽  
Store Brand ◽  
Store Brands ◽  
Mediation Effects ◽  
Content Type

Purpose Brand experience is a key factor that helps elucidate why consumers choose a given brand among others. The purpose this paper is to investigate how previous experience with store brands affects store brand purchase intention in two emerging markets and whether the cultural context moderates the relationships between store brand positive or negative cues and store brand purchase intention. Design/methodology/approach A store-intercept survey undertaken in the Latin American context generated 769 usable responses from consumers of two metropolitan cities (Brasilia and Bogota), respectively, in Brazil and Colombia. The questionnaires were collected in four well-established retail chains by professional investigators. Structural equation modelling was used to test a series of proposed hypotheses. Findings Overall, this paper reveals that consumers in Latin America do care about brand experience when shopping. More specifically, the results indicate that previous positive experience with store brands has a positive effect on consumer purchase intention in both countries investigated. In Brazil, store brand price perceptions mediate rather strongly the relationship between previous experience with store brands and purchase intention. In contrast, this effect is weak in Colombia. Store brand perceived risk has significant mediation effects in Brazil, but no mediation effects in Colombia. The authors also underline heterogeneous moderation effects of the cultural context, suggesting that common perceptions of Latin America as a culturally homogeneous region are stereotypical. Research limitations/implications Respondents were consumers of only two Latin American emerging countries (Brazil and Colombia) and shoppers of two retail chains in each country. Caution should therefore be exercised when generalising the results to other emerging markets. Practical implications The paper offers recommendations on how to standardise/adapt brand experience management in different Latin American markets. Overall, retailers should go beyond the transaction itself and establish true differentiation using different store brand ranges. However, due to differences in cultural contexts, marketing communication should adopt different approaches to each country: emphasise the price advantages of store brands in Brazil, but focus on other factors such as quality in Colombia. Because they are culturally bound, risk perceptions towards store brands should also be managed carefully. It would be possible to target premium consumer segments with standard store brands in Colombia while a more sophisticated approach is necessary in Brazil (e.g. co-branding or launching more premium store brands). Originality/value By employing three theoretical frameworks (learning theory, cue utilisation theory and culture theory), this research investigates the effect of previous experience with store brands on purchase intention in two emerging countries that are geographically close but culturally different. It highlights direct and indirect processes of brand experience and underlines significant structural path differences between the two Latin American countries investigated in terms of consumption behaviour towards store brands.

Examining the brand name – mark relationship in emerging markets

2014 ◽  
Vol 23 (4/5) ◽  
pp. 262-267 ◽  
Author(s):  
Richard R Klink ◽  
Gerard A. Athaide
Keyword(s):  
Emerging Markets ◽  
Emerging Market ◽  
Brand Names ◽  
Sound Symbolism ◽  
Future Research ◽  
Brand Name ◽  
Intended Meaning ◽  
Content Type ◽  
Brand Marks ◽  
The Relationship

Purpose – The purpose of this research is to investigate whether the brand name–mark sound symbolism relationship extends beyond US marketplaces to emerging markets. Sound symbolism research indicates that consistent brand name meaning can be conveyed across international marketplaces. Yet, prior work has not investigated whether visual branding elements provide consistent meaning across such contexts. Design/methodology/approach – To contrast effects across international contexts, we replicate both studies of Klink (2003) with bilingual subjects in Mumbai, India. Study 1 examined whether the sound symbolic relationship between brand name and brand mark holds in this emerging market. Study 2 investigated whether both the brand name and brand mark together can enhance brand meaning in this context. Findings – Study 1 finds support for the relationship between higher-frequency brand names and brand marks that are angular and smaller in size, with limited support regarding color. Study 2 finds a significant effect for brand marks and a marginally significant effect for brand names on conveying intended meaning. Originality/value – The authors confirm the relationship between the brand mark and brand name; however, color meaning may be less universal than prior theory and research indicates. In addition, the effect of the brand name on conveying sound symbolism meaning may be less important than visual branding elements in emerging markets. Hence, future research may wish to include additional branding elements in experimental stimuli when testing sound symbolism theory.

scholarly journals You see Froot, you think fruit: examining the effectiveness of pseudohomophone priming

2017 ◽  
Vol 51 (5/6) ◽  
pp. 885-902 ◽  
Author(s):  
Stacey Baxter ◽  
Jasmina Ilicic ◽  
Alicia Kulczynski
Keyword(s):  
Design Methodology ◽  
Semantic Representation ◽  
Brand Names ◽  
Cognitive Capacity ◽  
Brand Name ◽  
Priming Effects ◽  
Content Type ◽  
Brand Knowledge ◽  
Priming Process ◽  
Product Judgments

Purpose This paper aims to introduce pseudohomophone phonological priming effects (non-words that sound like real words with a single semantic representation, such as Whyte primes white) on consumers’ product attribute and benefit-based judgments. Design/methodology/approach Four studies were conducted. Study 1 examines whether pseudohomophone brand names (e.g. Whyte) prime associative meaning (i.e. the perception of light bread; target: white). Study 2 investigates the pseudohomophone priming process. In Study 3, the authors examine the influence of brand knowledge of pseudohomophone priming effects. Findings The findings indicate that pseudohomophone brand names prime associative meaning, due to retrieval of phonology (sound) of the word during processing. Pseudohomophone priming effects for a semantically (meaningful) incongruent brand name manifest only when consumers do not have knowledge of the brand, with cognitive capacity constraints rendering consumers with strong brand knowledge unable to mitigate the pseudohomophone priming effect. Research limitations/implications This research has implications for brand managers considering the creation of a name for a new brand that connotes product attributes and benefits. However, this research is limited, as it only examines pseudohomophone brand names with a single semantic representation. Originality/value This research shows that sounds activated by pseudohomophones in brand names can influence product judgments. This research also identifies limitations of the applicability of pseudohomophone brand names by identifying a condition under which priming effects are attenuated.

Getting to Yes in the cross-cultural-context: ‘one size doesn’t fit all’ – a critical review of principled negotiations across borders

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Raphael Schoen
Keyword(s):  
Cultural Context ◽  
Design Methodology ◽  
Cross Cultural ◽  
Western World ◽  
Content Type ◽  
Cultural Negotiation ◽  
Lower Likelihood ◽  
Alternative Approaches ◽  
Practical Implications ◽  
Negotiation Literature

Purpose The purpose of this paper is to investigate the implicitly assumed universality of the best seller negotiation literature Getting to Yes by Roger Fisher and William Ury. Design/methodology/approach Existing cross-cultural negotiation literature was systematically searched for findings indicating either a higher or lower likelihood of successfully applying the authors’ advice in different cultural environments, as defined in the Hofstede framework or The Globe Study. The findings were aggregated, categorized into a matrix, synthesized and analyzed. Findings This paper finds that the assumed universality of the method of Getting to Yes and its single principles is not supported by research. Instead, a dichotomy of the four principles’ applicability along the Individuality dimension of Hofstede was found. Hence, the western orientation of Getting to Yes is reality, inhibiting its use in non-western cultures. However, in one principle – Invent options for mutual gain – the findings refute a successful application in western cultures. Additional findings and research gaps are presented. Practical implications Practitioners should apply Getting to Yes with caution, if at all, in a non-western environment. For the teaching of negotiations, alternative approaches for conducting negotiations in the non-western world are needed. Originality/value Although widely used in research, scholars only addressed sporadic comments concerning the limitations of Getting to Yes across cultures. Often the universality of Getting to Yes is either implicitly or explicitly assumed in research and practice. This paper approaches this topic systematically by providing evidence that Getting to Yes is not universal and conceptually sees negotiations through a western shaped perspective that provides considerable implications for research, practice and teaching.

Deciding to Use ICT in the Arab Culture

2011 ◽  
pp. 16-33 ◽  
Author(s):  
Sonda Fakhfakh
Keyword(s):  
Technology Use ◽  
Cultural Context ◽  
Arab World ◽  
Western World ◽  
Individual Level ◽  
Doctoral Research ◽  
Ict Use ◽  
Software Production ◽  
Foreign Nationality ◽  
Quasi Experimental

Compared to the Western world, the Arab world endures a lack of ICT use and a scarcity in software production and services. One of the explanations that were advanced in order to determine the reasons of these deficiencies is the Arab world’s cultural context. In this chapter, which reports on a doctoral research, we focus on two dominant values which are supposed to be descriptive of the Arab world: obedience to authority and collectivism. We examine their hypothesized influence on ICT use within an Arab context (Tunisia) and at an individual level. Data collection was carried out on 378 Tunisian students in three quasi-experimental settings measuring the degree of obedience, and by a pilot questionnaire determining, among other things, the level of collectivism. While the obedience to the authority figures appears to positively affect the probability of technology use in the first experiment, the rationality seems to influence choices in the second and third experiments, and to deny any pressure of the foreign nationality of the figure. The results of this study also reveal that all participants have a collectivistic tendency. However, the influence of collectivism is found to be mixed.

Sign in / Sign up

Export Citation Format

Share Document