Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Developing brand emotions across cultures: effects of self-construal and context

Developing brand emotions across cultures: effects of self-construal and context The purpose of this paper is to study the nature of brand emotions elicited by advertising stimuli across cultures and the process underlying such emotional experiences.Design/methodology/approachThe study uses factorial between-subjects design. Random samples of the populations were solicited from the panels of an international data provider in Norway and Thailand.FindingsThis research shows that Thai consumers experience more positive socially engaging and disengaging brand emotions and fewer negative socially engaging emotions relative to Norwegian consumers. The effects of culture are mediated by consumers’ self-construal. Social advertising context increases number of positive and negative socially engaging emotions among Thai (but not among Norwegian) consumers.Research limitations/implicationsThe results highlight the importance of incorporating social orientation of emotions and adverting context in cross-cultural studies of brand emotions. The finding that Thai consumers (relative to Norwegian) experience higher levels of atypical for their culture – positive socially disengaging brand emotions requires further research.Practical implicationsThe findings suggest that advertising stimuli need to be adapted to the cultural context. Marketing managers should use extensive pretesting in culturally distinct markets to make sure that advertising evokes brand emotions in line with the strategy.Originality/valueDespite extensive research on brand emotions, extant studies on brand emotions across cultures are limited. This study is among the first to advance the understanding of how social orientation of emotions and advertising context underlie experience of brand emotions across cultures. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

Developing brand emotions across cultures: effects of self-construal and context

Loading next page...
 
/lp/emerald-publishing/developing-brand-emotions-across-cultures-effects-of-self-construal-3QEg70RHVL

References (45)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0736-3761
DOI
10.1108/jcm-04-2017-2165
Publisher site
See Article on Publisher Site

Abstract

The purpose of this paper is to study the nature of brand emotions elicited by advertising stimuli across cultures and the process underlying such emotional experiences.Design/methodology/approachThe study uses factorial between-subjects design. Random samples of the populations were solicited from the panels of an international data provider in Norway and Thailand.FindingsThis research shows that Thai consumers experience more positive socially engaging and disengaging brand emotions and fewer negative socially engaging emotions relative to Norwegian consumers. The effects of culture are mediated by consumers’ self-construal. Social advertising context increases number of positive and negative socially engaging emotions among Thai (but not among Norwegian) consumers.Research limitations/implicationsThe results highlight the importance of incorporating social orientation of emotions and adverting context in cross-cultural studies of brand emotions. The finding that Thai consumers (relative to Norwegian) experience higher levels of atypical for their culture – positive socially disengaging brand emotions requires further research.Practical implicationsThe findings suggest that advertising stimuli need to be adapted to the cultural context. Marketing managers should use extensive pretesting in culturally distinct markets to make sure that advertising evokes brand emotions in line with the strategy.Originality/valueDespite extensive research on brand emotions, extant studies on brand emotions across cultures are limited. This study is among the first to advance the understanding of how social orientation of emotions and advertising context underlie experience of brand emotions across cultures.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Jun 18, 2019

Keywords: Culture; Thailand; Individualism-collectivism; Advertising context; Field-dependence; International advertising

There are no references for this article.