How to advertise and build brand knowledge globally? Comparing television advertising appeals across developed and emerging economies

Lia Zarantonello; Bernd H. Schmitt; Kamel Jedidi

doi:10.2501/JAR-54-4-420-434

How to advertise and build brand knowledge globally? Comparing television advertising appeals across developed and emerging economies

Lia Zarantonello, Bernd H. Schmitt, Kamel Jedidi

Management

Columbia University

Research output: Contribution to journal › Article › peer-review

22 Citations (SciVal)

Abstract

This cross-cultural study examined television advertising appeals (functional versus experiential and local versus global appeals) and their relationship with brand knowledge core components (brand awareness, brand attitude, and brand uniqueness) across countries at different levels of economic development.

Original language	English
Pages (from-to)	420-434
Number of pages	15
Journal	Journal of Advertising Research
Volume	54
Issue number	4
DOIs	https://doi.org/10.2501/JAR-54-4-420-434
Publication status	Published - 1 Dec 2014

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abstract = "This cross-cultural study examined television advertising appeals (functional versus experiential and local versus global appeals) and their relationship with brand knowledge core components (brand awareness, brand attitude, and brand uniqueness) across countries at different levels of economic development.",

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How to advertise and build brand knowledge globally? Comparing television advertising appeals across developed and emerging economies

Abstract

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