1887
Volume 28, Issue 1
  • ISSN 0957-6851
  • E-ISSN: 1569-9838
USD
Buy:$35.00 + Taxes

Abstract

The ongoing development of the strategic communication research in the area of the advertising calls for the development and validation of the measurement instruments that can address the indulgence of the advertising appeals in a specific cultural context. Therefore, the present study examines and validate advertising appeals by considering the norms based on the GLOBE nine cultural dimensions in Malaysian context. The analysis involved data from 10 advertising expert for content validation, followed by 10 advertising expert rating and ranking of the scale of its relevance and clarity to assess the item-level content validation. The results provided to support the impact of cultural norms are substantial for Malaysian advertising, which are identified from content validation procedure.

Loading

Article metrics loading...

/content/journals/10.1075/japc.00004.raz
2018-01-19
2024-12-11
Loading full text...

Full text loading...

References

  1. Aaker, D. a. , Stayman, D. M. , & Hagerty, M. R.
    (1986) Warmth in Advertising: Measurement, Impact, and Sequence Effects. Journal of Consumer Research, 12(4), 365. doi: 10.1086/208524
    https://doi.org/10.1086/208524 [Google Scholar]
  2. Ayalla, R. , Aviv, S. , & Maja, M. B. ˇ.
    (2008) Consumers’ need for uniqueness: short-form scale development and cross-cultural validation. International Marketing Review, 25(1), 33–53. doi: 10.1108/02651330810851872
    https://doi.org/10.1108/02651330810851872 [Google Scholar]
  3. Barone, M. J. , & Jewell, R. D.
    (2012) How category advertising norms and consumer counter-conformity influence comparative advertising effectiveness. Journal of Consumer Psychology, 22(4), 496–506. doi: 10.1016/j.jcps.2012.07.001
    https://doi.org/10.1016/j.jcps.2012.07.001 [Google Scholar]
  4. Batra, R.
    (1987) Assessing the Role of Emotions as Mediators of Responses to Consumer Advertising. Journal of Consumer Research, 14(3), 404–420. doi: 10.1086/209123
    https://doi.org/10.1086/209123 [Google Scholar]
  5. Brewer, P. , & Venaik, S.
    (2014) The ecological fallacy in national culture research. Organization Studies, 35, 1–24. doi: 10.1177/0170840613517602
    https://doi.org/10.1177/0170840613517602 [Google Scholar]
  6. Burke, M. C. , & Edell, J. a.
    (1989) The Impact of Feelings on Ad-Based Affect and Cognition. Journal of Marketing Research, 26(1), 69–83. doi: 10.2307/3172670
    https://doi.org/10.2307/3172670 [Google Scholar]
  7. Burton, S. , & Lichtenstein, D. R.
    (1988) The Effect of Ad Claims and Ad Context on Attitude Toward the Advertisement. Journal of Advertising, 17(1), 3–11. doi: 10.1080/00913367.1988.10673098
    https://doi.org/10.1080/00913367.1988.10673098 [Google Scholar]
  8. Bush, A. J. , Smith, R. , & Martin, C.
    (1999) The Influence of Consumer Socialization Variables on Attitude toward Advertising: A Comparison of African-Americans and Caucasians. Journal of Advertising, 28(3), 13–24. doi: 10.1080/00913367.1999.10673586
    https://doi.org/10.1080/00913367.1999.10673586 [Google Scholar]
  9. Cacioppo, J. T. , Petty, R. E. , Feinstein, J. a. , & Jarvis, W. B. G.
    (1996) Dispositional differences in cognitive motivation: The life and times of individuals varying in need for cognition. Psychological Bulletin, 119(2), 197–253. doi: 10.1037/0033‑2909.119.2.197
    https://doi.org/10.1037/0033-2909.119.2.197 [Google Scholar]
  10. Cane, J. , O’Connor, D. , & Michie, S.
    (2012) Validation of the theoretical domains framework for use in behaviour change and implementation research. Implementation Science, 7, 37. doi: 10.1186/1748‑5908‑7‑37
    https://doi.org/10.1186/1748-5908-7-37 [Google Scholar]
  11. Chan, K. , Li, L. , Diehl, S. , & Terlutter, R.
    (2007) Consumers’ response to offensive advertising: a cross cultural study. International Marketing Review, 24(5), 606–628. doi: 10.1108/02651330710828013
    https://doi.org/10.1108/02651330710828013 [Google Scholar]
  12. Cheong, Y. , Kim, K. , & Zheng, L.
    (2010) Advertising appeals as a reflection of culture: a cross-cultural analysis of food advertising appeals in China and the US. Asian Journal of Communication, 20(1), 1–16. doi: 10.1080/01292980903440848
    https://doi.org/10.1080/01292980903440848 [Google Scholar]
  13. Chun, K. Y. , Song, J. H. , Hollenbeck, C. R. , & Lee, J. H.
    (2014) Are contextual advertisements effective? The moderating role of complexity in banner advertising. International Journal of Advertising, 33(2), 351–371. doi: 10.2501/IJA‑33‑2‑351‑371
    https://doi.org/10.2501/IJA-33-2-351-371 [Google Scholar]
  14. Crano, W. D. , & Prislin, R.
    (2011) Attitudes and attitude change. New York: Psychology Press.
    [Google Scholar]
  15. Cui, G. , Yang, X. , Wang, H. , & Liu, H.
    (2012) Culturally incongruent messages in international advertising. International Journal of Advertising, 31(3), 37–41.
    [Google Scholar]
  16. Dens, N. , & Pelsmacker, P. De
    (2010) Consumer response to different advertising appeals for new products : The moderating infl uence of branding strategy and product. Journal of Brand Management, 18(1), 50–65. doi: 10.1057/bm.2010.22
    https://doi.org/10.1057/bm.2010.22 [Google Scholar]
  17. Dorfman, P. , Javidan, M. , Hanges, P. , Dastmalchian, A. , & House, R.
    (2012) GLOBE: A twenty year journey into the intriguing world of culture and leadership. Journal of World Business, 47(4), 504–518. doi: 10.1016/j.jwb.2012.01.004
    https://doi.org/10.1016/j.jwb.2012.01.004 [Google Scholar]
  18. Ducoffe, R. H.
    (1995) How Consumers Assess the Value of Advertising. Journal of Current Issues & Research in Advertising, 17(1), 1–18. doi: 10.1080/10641734.1995.10505022
    https://doi.org/10.1080/10641734.1995.10505022 [Google Scholar]
  19. Edell, J. a , & Burke, M. C.
    (1987) Power of Feelings Effects in Understanding Advertising Effects. Journal of Consumer Research, 14(3), 421–433. doi: 10.1086/209124
    https://doi.org/10.1086/209124 [Google Scholar]
  20. Flynn, D. , Eddy, E. R. , & Tannenbaum, S. I.
    (2006) The Impact of National Culture on the Continuous Learning Environment : Exploratory Findings from Multiple Countries. Journal of East-West Business, 12(2–3), 39–59.
    [Google Scholar]
  21. Friestad, M. , & Wright, P.
    (1994) The People Persuasion Cope with Knowledge Persuasion Model : How Attempts. Journal of Consumer Research, 21(1), 1–31. doi: 10.1086/209380
    https://doi.org/10.1086/209380 [Google Scholar]
  22. Griffith, D. A. , & Rubera, G.
    (2014) A Cross-Cultural Investigation of New Product Strategies for Technological and Design Innovations. Journal of International Marketing, 22(1), 5–21. doi: 10.1509/jim.13.0082
    https://doi.org/10.1509/jim.13.0082 [Google Scholar]
  23. Hallahan, K. , Holtzhausen, D. , Ruler, B. Van , Verčič, D. , & Hallahan, K.
    (2016) Defining Strategic Communication Defining Strategic Communication. International Journal of Strategic Communication, 1(1), 3–35. doi: 10.1080/15531180701285244
    https://doi.org/10.1080/15531180701285244 [Google Scholar]
  24. Hinkin, T. R.
    (1995) A Review of Scale Development Practices in the Study of Organizations. Journal of Management, 21(5), 967–988. doi: 10.1177/014920639502100509
    https://doi.org/10.1177/014920639502100509 [Google Scholar]
  25. (1998) A brief tutorial on the development of measures for use in survey questionnaires. Organizational Research Methods, 1(1), 104–121. doi: 10.1177/109442819800100106
    https://doi.org/10.1177/109442819800100106 [Google Scholar]
  26. Horgas, A. L. , Yoon, S. L. , Nichols, A. L. , & Marsiske, M.
    (2008) The relationship between pain and functional disability in Black and White older adults. Research in Nursing & Health, 31(4), 341–354. doi: 10.1002/nur.20270
    https://doi.org/10.1002/nur.20270 [Google Scholar]
  27. Hornikx, J. , & O’Keefe, D. J.
    (2009) Adapting Consumer Advertising Appeals to Cultural Values. Communication Yearbook.
    [Google Scholar]
  28. (2011) Conducting Research on International Advertising: The Roles of Cultural Knowledge and International Research Teams. Journal of Global Marketing, 24(2), 152–166. doi: 10.1080/08911762.2011.558813
    https://doi.org/10.1080/08911762.2011.558813 [Google Scholar]
  29. House, R. J. , Quigley, N. R. , & de Luque, M. S.
    (2010) Insights from project globe: Extending global advertising research through a contemporary framework. International Journal of Advertising, 29(1), 111–139. doi: 10.2501/S0265048709201051
    https://doi.org/10.2501/S0265048709201051 [Google Scholar]
  30. House, R. , Javidan, M. , Hanges, P. , & Dorfman, P.
    (2002) Understanding cultures and implicit leadership theories across the globe: An introduction to project GLOBE. Journal of World Business, 37(1), 3–10. doi: 10.1016/S1090‑9516(01)00069‑4
    https://doi.org/10.1016/S1090-9516(01)00069-4 [Google Scholar]
  31. Javidan, M. , & House, R. J.
    (2002) Leadership and cultures around the world: Findings from GLOBE. An introduction to the special issue. Journal of World Business, 37(1), 1–2. doi: 10.1016/S1090‑9516(01)00068‑2
    https://doi.org/10.1016/S1090-9516(01)00068-2 [Google Scholar]
  32. Jian, G. , Shi, X. , & Dalisay, F.
    (2014) Leader-member conversational quality: Scale development and validation through three studies. Management Communication Quarterly, 28(3), 375–403. doi: 10.1177/0893318914533201
    https://doi.org/10.1177/0893318914533201 [Google Scholar]
  33. Jun, S. , Sung, J. , Gentry, J. W. , & Phillip, L.
    (2014) Effects of underdog ( vs . top dog ) positioning advertising. International Journal of Advertising, 34(3), 495–514. doi: 10.1080/02650487.2014.996199
    https://doi.org/10.1080/02650487.2014.996199 [Google Scholar]
  34. Kuppelwieser, V. G. , & Sarstedt, M.
    (2014) International Journal of Advertising : The Review of Marketing Communications Applying the future time perspective scale to advertising research. International Journal of Advertising, 33(1), 113–136. doi: 10.2501/IJA‑33‑1‑113‑136
    https://doi.org/10.2501/IJA-33-1-113-136 [Google Scholar]
  35. Lawshe, C. H.
    (1975) A Quantitative Approach To Content Validity. Personnel Psychology, 28(4), 563–575. doi: 10.1111/j.1744‑6570.1975.tb01393.x
    https://doi.org/10.1111/j.1744-6570.1975.tb01393.x [Google Scholar]
  36. Lee, J. , & Lee, H.
    (2012) Canonical correlation analysis of online video advertising viewing motivations and access characteristics. New Media & Society, 14(8), 1358–1374. doi: 10.1177/1461444812444708
    https://doi.org/10.1177/1461444812444708 [Google Scholar]
  37. Li, H. , Edwards, S. M. , Lee, J. , Li, H. , Edwards, S. M. , & Lee, J.
    (2002) Measuring the Intrusiveness of Advertisements : Scale Development and Validation. Journal of Advertising, 31(2ember 2014), 37–41. doi: 10.1080/00913367.2002.10673665
    https://doi.org/10.1080/00913367.2002.10673665 [Google Scholar]
  38. Liden, R. C. , & Maslyn, J. M.
    (1998) Multidimensionafity of Leader-Member Exchange: An Empirical Assessment through Scale Development. Journal of Management, 24(1), 43–72.
    [Google Scholar]
  39. Lynn, M. R.
    (1986) Determination and quantification of content validity. Nursing Research, 36(6), 382–386.
    [Google Scholar]
  40. Mackenzie, S. B. , Podsakoff, P. M. , & Podsakoff, N. P.
    (2011) Construct measurement and validation procedures in MIS and behavioral research: Integrating new and existing techniques. MIS Quarterly, 35(2), 293–334. doi: 10.2307/23044045
    https://doi.org/10.2307/23044045 [Google Scholar]
  41. Markus, H. R. , & Kitayama, S.
    (1991) Culture and the self: Implications for cognition, emotion, and motivation. Psychological Review, 98(2), 224–253. doi: 10.1037/0033‑295X.98.2.224
    https://doi.org/10.1037/0033-295X.98.2.224 [Google Scholar]
  42. Martin, I. M. , & Eroglu, S.
    (1993) Measuring a multi-dimensional construct: Country image. Journal of Business Research, 28(3), 191–210. doi: 10.1016/0148‑2963(93)90047‑S
    https://doi.org/10.1016/0148-2963(93)90047-S [Google Scholar]
  43. Moon, Y. S. , & Chan, K.
    (2005) Advertising appeals and cultural values in television commercialsA comparison of Hong Kong and Korea. International Marketing Review, 22(1), 48–66. doi: 10.1108/02651330510581172
    https://doi.org/10.1108/02651330510581172 [Google Scholar]
  44. Neese, W. T. , & Haynie, J. J.
    (2015) The Influence of Comparative Advertising on Consumer Ethnocentrism in the American Automobile Market. Journal of Marketing Theory and Practice, 23(3), 321–337. doi: 10.1080/10696679.2015.1032333
    https://doi.org/10.1080/10696679.2015.1032333 [Google Scholar]
  45. Nguyen, H.
    (2014) Advertising Appeals and Cultural Values in Social Media Commercials in UK , Brasil and India : Case Study of Nokia and Samsung. International Journal of Social, Education, Ecnomics and Management Engineering, 8(8), 2369–2377.
    [Google Scholar]
  46. Obermiller, C. , & Spangenberg, E. R.
    (1998) Development of a Scale to Measure Consumer Skepticism Toward Advertising. Journal of Consumer Psychology, 7(2), 159–186. doi: 10.1207/s15327663jcp0702_03
    https://doi.org/10.1207/s15327663jcp0702_03 [Google Scholar]
  47. Okazaki, S. , & Mueller, B.
    (2007) Cross-cultural advertising research: where we have been and where we need to go. International Marketing Review, 24(5), 499–518. doi: 10.1108/02651330710827960
    https://doi.org/10.1108/02651330710827960 [Google Scholar]
  48. Okazaki, S. , Mueller, B. , & Taylor, C. R.
    (2010) Global Consumer Culture Positioning: Testing Perceptions of Soft-Sell and Hard-Sell Advertising Appeals Between U.S. and Japanese Consumers. Journal of International Marketing, 18(2), 20–34. doi: 10.1509/jimk.18.2.20
    https://doi.org/10.1509/jimk.18.2.20 [Google Scholar]
  49. Petrovici, D. , & Marinov, M.
    (2010) Determinants and antecedents of general attitudes towards advertising – A study of two EU accession countries. European Journal of Marketing, 41(3), 307–326.
    [Google Scholar]
  50. Pollay, R. W.
    (1983) Measuring the Cultural Values Manifest in Advertising. Current Issues and Research in Advertising, 6(1), 71–92.
    [Google Scholar]
  51. See, C.
    (2013) Intention to purchase on social commerce websites across cultures: A cross-regional study. Information and Management, 50(8), 609–620. doi: 10.1016/j.im.2013.08.002
    https://doi.org/10.1016/j.im.2013.08.002 [Google Scholar]
  52. Shi, X. , & Wang, J.
    (2011) Interpreting Hofstede Model and GLOBE Model: Which Way to Go for Cross-Cultural Research?International Journal of Business and Management, 6(5), 93–99. doi: 10.5539/ijbm.v6n5p93
    https://doi.org/10.5539/ijbm.v6n5p93 [Google Scholar]
  53. Singh, N. , Zhao, H. , & Hu, X.
    (2006) Analyzing the cultural content of web sites A cross-national comparision of China, India, Japan, and US. International Marketing Review, 22(2), 129–146. doi: 10.1108/02651330510593241
    https://doi.org/10.1108/02651330510593241 [Google Scholar]
  54. Stafford, M. R. , & Day, E.
    (1995) Retail Services Advertising: The Effects of Appeal, Medium, and Service. Journal of Advertising, 24(1), 57–71. doi: 10.1080/00913367.1995.10673468
    https://doi.org/10.1080/00913367.1995.10673468 [Google Scholar]
  55. Stout, P. a. , & Leckenby, J. D.
    (1986) Measuring emotional response to advertising. Journal of Advertising, 15(4), 35–42. doi: 10.1080/00913367.1986.10673036
    https://doi.org/10.1080/00913367.1986.10673036 [Google Scholar]
  56. Terlutter, R. , Diehl, S. , & Mueller, B.
    (2006) The GLOBE study – applicability of a new typology of cultural dimensions for cross-cultural marketing and advertising research. International Advertising and Communication, 419–438. doi: 10.1007/3‑8350‑5702‑2_22
    https://doi.org/10.1007/3-8350-5702-2_22 [Google Scholar]
  57. Waller, D. S.
    (2005) A Proposed Response Model for Controversial Advertising. Journal of Promotion Management, 11, 3–15. doi: 10.1300/J057v11n02_02
    https://doi.org/10.1300/J057v11n02_02 [Google Scholar]
  58. Walsh, G. , Shiu, E. , & Hassan, L. M.
    (2014) Cross-National Advertising and Behavioral Intentions: A Multilevel Analysis. Journal of International Marketing, 22(1), 77–98. doi: 10.1509/jim.13.0091
    https://doi.org/10.1509/jim.13.0091 [Google Scholar]
  59. Westjohn, S. a , Singh, N. , & Magnusson, P.
    (2012) Responsiveness to Global and Local Consumer Culture Positioning: A Personality and Collective Identity Perspective. Journal of International Marketing, 20(1), 58–73. doi: 10.1509/jim.10.0154
    https://doi.org/10.1509/jim.10.0154 [Google Scholar]
  60. Yaakop, A. , & Hemsley-Brown, J.
    (2014) Attitudes toward specific advertising media (AM): Informative or manipulative?Asian Social Science, 10(7), 200–212. doi: 10.5539/ass.v10n7p200
    https://doi.org/10.5539/ass.v10n7p200 [Google Scholar]
  61. Zaichkowsky, J. L.
    (1994) The Personal Involvement Inventory: Reduction, Revision and Application to Advertising, 23(4), 59–70.
    [Google Scholar]
  62. Zhang, Y. , & Buda, R.
    (1999) Moderating Effects of Need for Cognition on Responses to Positively versus Negatively Framed Advertising Messages. Journal of Advertising, 28(2), 1–15. doi: 10.1080/00913367.1999.10673580
    https://doi.org/10.1080/00913367.1999.10673580 [Google Scholar]
  63. Zhang, Y. , & Gelb, B. D.
    (1996) Matching Advertising Appeals to Culture : The Influence of Products ’ Use Conditions. Journal of Advertising, 25(3), 29–46. doi: 10.1080/00913367.1996.10673505
    https://doi.org/10.1080/00913367.1996.10673505 [Google Scholar]
/content/journals/10.1075/japc.00004.raz
Loading
/content/journals/10.1075/japc.00004.raz
Loading

Data & Media loading...

  • Article Type: Research Article
Keyword(s): advertising appeals; culture; GLOBE; Malaysia; norms; scale
This is a required field
Please enter a valid email address
Approval was successful
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error