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Cross-National Advertising and Behavioral Intentions: A Multilevel Analysis

Walsh, G. and Shiu, E. and Hassan, L.M. (2014) Cross-National Advertising and Behavioral Intentions: A Multilevel Analysis. Journal of International Marketing, 22 (1). pp. 77-98. DOI: 10.1509/jim.13.0091

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Abstract

Previous research has provided limited insight into (1) the cross-national effectiveness of marketing communication aimed at engaging consumers and (2) the moderating role of national characteristics. This study assesses the effectiveness of a cross-national advertising campaign in terms of changing behavioral intentions. The authors examine the moderating effects of country-level indicators representing three institutional pillars (regulative, normative/moral, and cultural-cognitive) on the mediated associations between three advertising persuasion measures (message comprehension, attitude toward the campaign, and message elaboration) and behavioral intentions. The authors examine a multilevel analysis using survey data related to a 25-country advertising campaign to test hypothesized within-country and between-country effects. The results show that message comprehension affects message elaboration less strongly in countries with stronger regulative, normative/moral, and cultural-cognitive pillars. Attitude toward the campaign affects message elaboration less strongly in countries with stronger normative/moral and cultural-cognitive pillars. Message elaboration affects behavioral intention less strongly in countries with a stronger regulative pillar but more strongly in countries with a stronger normative/moral pillar. The authors discuss implications for international marketing theory and practice.

Item Type: Article
Subjects: Research Publications
Departments: College of Business, Law, Education and Social Sciences > Bangor Business School
Date Deposited: 22 May 2015 02:47
Last Modified: 23 Sep 2015 02:59
ISSN: 1069-031X
URI: http://e.bangor.ac.uk/id/eprint/4584
Identification Number: DOI: 10.1509/jim.13.0091
Publisher: American Marketing Association
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