Cultural Perspectives on Advertising Perceptions and Brand Trustworthiness

The creation of a trustworthy brand identity through advertising has received relatively little attention in European marketing research. Thus, in this chapter, we explore this relationship by undertaking focus group research in the UK and Italy to identify the characteristics of print advertisements perceived as portraying a trustworthy image. The results show that advertisements that are simple, straightforward and clear are perceived as being more trustworthy. However, findings in this chapter also show some differences between our national samples in relation to factors such as colour perception and consumer ethnocentrism. Young consumers are also quite critical of current advertising efforts in building a trustworthy brand image. A discussion of potential solutions and future research directions is provided.

The Moderating Role of Language on Perceived Risk and Information-Processing Online

The present study analyzes whether the cultural values associated with a given language affect perceived risk online and information-processing by website users. We propose an information-processing model for the online context in which perceived risk online is an antecedent and consumer loyalty towards the service is the ultimate outcome. We chose a processing language (Spanish vs. English) between-subjects experimental design. The final sample comprised 227 individuals, 52% of whom browsed the site in their mother tongue, and 48% in a second language. The results demonstrated that the cultural dimension ‘uncertainty avoidance' moderates the effect of perceived risk on perceived ease of use and usefulness. Attitude towards the website is influenced by perceived ease of use or perceived usefulness, depending on whether the language used to process the information on the site conveys cultural values with a shorter or longer-term orientation.

A Framework of Brand Strategy and the “Glocalization” Approach

Indonesia is one of the stars among emerging market countries. As these markets are growing, Indonesia stands out for having a very diverse culture (i.e. ranked 6th within Asia for ethnic fractionalization and cultural diversity score). In this chapter, we develop a branding strategy framework to successfully operate in such market since a successful strategy in one country may not be applicable in another country. A brand thus needs to understand the glocal approach. Reviewing extant literature and focusing on Indonesia as the international market setting, this chapter offers several contributions: First, it identifies challenges that companies face in building a strong international brand. Second, it offers a framework of brand strategy that is prominent in order to build and/or strengthen brand in a culturally diverse market. To successfully develop a brand in such market, three important factors need attention: (1) glocalization, (2) consumer-brand relationships, and (3) societal marketing.

Teenagers' Socio and Cultural Values

Investigations related to national culture and young are becoming more important (Brown et al., 2002; Larson, 2011). Gelhaar et al. (2007) state that “there is great concern about the poor academic performance and wiling to entrepreneurship of the adolescents and young adults in European countries, especially in the southern regions, where youth unemployment is very high”. For Iberia it's very important that adolescents and young adults have the want to become entrepreneurs, by developing new projects but, mainly, by having entrepreneurship as a purpose for their professional life. Entrepreneurship should be developed both at an individual level and within the organizations. It´s key to achive success, since originates innovation, both incremental and disruptive. This exploratory research aims to identify the relations between teenagers' socio and cultural values and their want to become entrepreneurs. In concrete, if socio and cultural dimensions identified by Hofstede and Minkov (2010) are related with the want to become entrepreneur.

Codeswitching

The purpose of this chapter is to overview the topic of language codeswitching—which refers essentially to the alternation between two languages in communication by bilinguals. The history of codeswitching, motivations for codeswitching, and the use of codeswitching in the media and in advertising are discussed. Further, the appropriateness of using this language style to reach consumers in advertising is also examined in light of language attitudes and general attitudes toward the practice. Greater understanding of how to employ bilingual advertising (such as codeswitching) among an increasingly interconnected world still remains of interest to international and cross-cultural advertisers.

A Review of Psycho- vs. Socio-Linguistics Theories

This chapter offers an overview of the key socio-psycholinguistic theories and their application to the marketing sphere. Among the models examined, of particular note are the Markedness Model (Myers-Scotton, 1999), the Revised Hierarchical Model (Kroll & Steward, 1994) and the Conceptual Features Model (De Groot, 1992). Examining these three models in particular, we review the key concepts of Code-switching, Cultural Frame-Switching and Foreign Language Display, which have been widely used in the marketing and consumer behavior disciplines. The chapter also puts forward potential future lines of research in linguistics and its application to marketing.

Effect of Globalization on Multicultural Consumer Behavior

A great deal has been learned in recent years about the role of culture in consumer behavior. However, the overwhelming scope and fragmented nature of cross-cultural and cross-national consumer research often necessitates a periodic review and critical assessment of the field. We highlight the salient aspects of cross-cultural and cross-national consumer research today by offering a summary of key findings and themes, discussions of major trends, and provide insights into the future of the field. Globalization has created multicultural societies across the world. However there is relatively very limited research on multicultural consumer behavior (MCB). The main purpose of this chapter is to analyze and understand the dynamics of MCB in today's global economy and offer insights into the way forward.

Foreign Language Display in Advertising from a Psycholinguistic and Sociolinguistic Perspective

When targeting consumers on a global scale, companies make strategic use of languages in their advertising campaigns. This chapter presents an overview of theories and research regarding the effectiveness of the use of foreign languages (foreign language display, FLD) in advertising. The aim is to bring together theories and empirical studies from various domains, and to show principled explanations for the effectiveness of FLD from two perspectives. The first, psycholinguistic perspective examines the way in which foreign languages in advertising are mentally processed; the second, sociolinguistic perspective links the foreign language use to characteristics of the country where the foreign language is typically spoken. This chapter presents empirical evidence for the benefits and drawbacks of FLD, and identifies areas for further research.

The Globalization of the Art Market

Background literature and market flow data show evidence of an increasingly global art market. In turn, the global art market, instead of being a single, defined entity appears to be made of various local and diverse art markets. These various markets are progressively converging and integrating thanks to logistic and communication circuits. Key actors and organizations in the art market (e.g. auction houses or leader-dealers) see managers and marketers increasingly encountering cultural diversity alongside with economic heterogeneity. This chapter takes into account the not-yet-conceptualized framework of the art market in cross-cultural context. In so doing the author specifically identifies divergences and convergences concerning consumer behavior and art goods in a global economy. The results support the notion that in the current art market cultural diversity influences consumer attitudes. Such evidence may have specific managerial implications for practitioners and may stimulate further empirical studies to enforce this theoretical claim.

The Globalisation of the Media

In every sphere of human endeavour, human behaviour and interactions are becoming increasingly interrelated and mutually interdependent. The 1990s witnessed the emergence of a pan-global commercial- and mass-media market, and the rise of a handful of mammoth commercial media organisations; which today have established vast international media empires, particularly through the innovative use of technology and the cultivation of global distribution and production networks. As media conglomerates spread their tentacles, anxiety is rife that they will encourage a global convergence in popular tastes and trends, to the detriment of national and local cultures. This book chapter aims to explore the claim that the continuous globalisation of the media and entertainment industries is leading unrelentingly towards a hegemony of global cultural homogeneity. Through a discussion of the phenomenon that is globalisation, and the theoretical background against which the cultural effects of the global media might be studied, the chapter critically examines the role of pan-global commercial broadcasting in the creation of a so-called global culture and in the engendering of global cultural convergence.