Purpose – The purpose of this paper is to find out whether a global advertisement will be effective and how it is perceived; is it affected by consumers' age, education, religion besides collectivism, and individualistic behavior? Design/methodology/approach – Descriptive research involving 1,000 respondents. Global advertisements of fast moving consumer goods and consumer durable products are taken for study using questionnaire technique. The focus is to elucidate information on the perception of a global advertisement and how it will be affected by education, age, religion and collectivism, and individualistic behavior. Findings – It is found that culture does affect the perception of global advertisement. Religion, age, and education do play a role in perception of global advertisement – they play an important role in buying intention. Research limitations/implications – The study is limited to the Indian scenario and can be applicable to SARC countries or South‐East Asian countries as they are the fastest growing emerging world markets. Originality/value – This is an original research paper and its findings could be important in minimizing wastage. India, Thailand, Brazil, China, and Russia are important emerging markets. Understanding their culture, education, age, and religion could improve global advertisements' effectiveness.
International Journal of Emerging Markets – Emerald Publishing
Published: Jan 26, 2010
Keywords: Globalization; Advertising effectiveness; National cultures; Collectivism; Individual behaviour; India