The Role of Culture in Creative Execution in Celebrity Endorsement: The Cross-Cultural Study

ABSTRACT

In advertising literature, an area rarely explored is cross-cultural studies on celebrity endorsements. A good deal may be learned from understanding how a culture's communication style can shape the type of advertising most effective for that culture. This study examines the creative styles (creative executional factors) found in the advertising of Korea and America. The two countries represent two distinct cultures—Korea being a collectivistic culture and the United States being individualistic. Both cultures affect the norms and rules that guide their inhabitants’ behavior, directly affecting communication styles. The study finds that embedded in the use of celebrity endorsement are cross-cultural characteristics. The details of these findings will be useful to international advertisers executing celebrity endorsement campaigns in different cultural settings.     

Ethics in countries with different cultural dimensions

This paper compares ethics in countries with different cultural dimensions based on empirical data from 12 countries. The results indicate that dimensions of national culture could serve as predictors of the ethical standards desired in a specific society. The author divided societal cultural practices into desired and undesired practices. According to this study, ethics could be seen as the means for achieving a desired state in a society: for reducing some societal characteristics and increasing others. Finally, a model of the impact of cultural dimensions on desired ethical standards is proposed.     

Secrecy versus Transparency—A Comparative Study of Social and Environmental Disclosure Practice in Croatian and Swedish Corporations

Both agency, institutional, and cultural factors seem to explain transparency and disclosure practice. The aim of this study is to make a comparative study of disclosure practice among listed corporations in Croatia and Sweden. The study shows that Swedish corporations disclose significantly more social disclosures than Croatian corporations. Size and industry have a strong explanatory power in Sweden. In Croatia, industry has some explanatory power but surprisingly not firm size. However, unlike Sweden, the variable audit firm has an explanatory power in Croatia.     

Internationalizing the Assessment Criteria to Build Cross-Cultural Competency

ABSTRACT

International business programs, universities with international students, and educators who seek to internationalize their teaching need to make informed decisions about teaching, testing, and assessment criteria. The infusion of American business curricula throughout the world as well as the need to train American business students for leadership roles in global contexts calls for teaching and assessment practices which explore a plurality of cognitive, affective and behavioral pedagogical strategies. This article considers traditional education and assessment in China in light of American educational practices currently used for assessment in business training. It explores how an understanding of modern Confucianist values can shape assessment choices in both American and overseas programs as an example of developing cross-cultural awareness. The authors call for an assessment process in business education which draws from a plurality of methods adapted to teaching, learning and testing for global awareness.     

Managerial Values and Practices Sharing Common Cultural Heritage: A Comparison of Cultural Values in Hong Kong,Taiwan and the People's Republic of China

ABSTRACT

This paper explores managerial values and practices in three rapidly growing economies in Asia: Hong Kong, Taiwan, and the People's Republic of China. Differences and similarities in six cultural dimensions were investigated. Although participants in the present study share a common cultural heritage, their cultural values may be very different. Implications for cross-cultural research and practical applications are explored.     

A Model of Expatriate On-the-Job Adaptation to Overseas Assignments: A Communication Perspective

ABSTRACT

This paper presents an empirically based model that describes the process of how successful expatriates adapted to their overseas assignments. Tracing the adaptation process over three stages, the model describes both internally and externally focused adaptation activities. In internally focused activities expatriates (a) implemented management systems and approaches suitable to their organizational units and (b) maintained and developed relationships with corporate headquarters and other enterprise units. In externally focused activities the expatriates concentrated on tasks that integrated their organizational units with the exterior environment.     

What do Project GLOBE's cultural dimensions reflect? An empirical perspective

There is an ongoing controversy about what Project GLOBE's cultural dimensions measure. GLOBE's work has been criticized by various authors, most recently by McCrae and associates, who view some of GLOBE's scales as unfounded national stereotypes. Further, GLOBE has disregarded the difference between personal values and prescribed norms for others. This paper validates some of GLOBE's dimensions empirically. However, at least two – humane orientation and performance orientation – do not generate convincing nomological networks.     

Shopping East and Shopping West—Chinese Consumer Behavior in Two Worlds

ABSTRACT

In today's China, consumers not only have the chance to sample products and services from around the world, but to experience cultural influences from a vast range of countries. In particular, Western products and services—and cultural values—have become increasingly popular. Consumers now shift between different worlds (Chinese and Western) with seeming ease. This research identifies the factors that encourage consumers to shift between these different worlds—and values. The factors include the situation and context (of the shopping experience), peer influence and dynamics, the role of conversation at or near the time of purchase, and the nature of the product and service. The role of “time,” “chance,” and “intuition” in the shopping experience and cultural shifts are also examined. What emerges from the study is a changeable, mobile, and flexible community quite capable of shifting between different sets of values (and consumer attitudes) easily and often very quickly. For companies, the key to success (at least to some degree) is to place their goods and services in a context that helps to create a complementary, integrated, and supportive image of the world they wish to create in the minds of their Chinese consumers.     

The Kuwaiti Manager: Work Values and Orientations

Work values and the loyalty (commitment to hard work, profession, and principles) of 762 managers in Kuwait were investigated. The results indicated that managers scored high on work values and loyalty. Furthermore, there was a high positive correlation between the two measures. Demographic and organizational variables had significant influence on managerial orientations. Specifically, expatriates and female managers showed a high commitment to work values and loyalty.     

Ethical Ideologies of Senior Australian Managers: An Empirical Study

Forsyth’s (1980) Ethics Position Questionnaire and Hunt et al.’s (1989) Corporate Ethical Value Questionnaire are used to examine the ethical ideologies of senior managers from organizations listed in the Australian Stock Exchange. The results indicate how corporate ethical values, religion, gender, and age are related to the idealism and relativism of senior Australian managers. After discussing the results, limitations of the study are offered. Finally, managerial implications are provided and recommendations for future research are given. Mario Fernando (PhD, MBA, BCom) is a Senior Lecturer at␣the School of Management and Marketing, University of Wollongong, Australia, and a Visiting Research Fellow of the Centre for Studies in Religion and Society, University of␣Victoria, Canada. His current teaching and research focus is on organizational virtuousness, workplace spirituality, ethical and spiritual leadership. His most recent work is due to be published in a book titled Spiritual Leadership in the Entrepreneurial Business: A Multifaith Study (2007, Edward Elgar). Shyamali C. Dharmage (PhD, MD, MSc, MBBS) is a Senior Lecturer at the Centre for MEGA (Molecular, Environmental, Genetic & Analytic) Epidemiology, School of Population Health, University of Melbourne, Australia. Her main research focus is on the epidemiology of allergy and airway diseases. In addition, she contributes to the methodological and analytical aspects of research projects in other areas. Shamika Almeida (MSc, MBA) is a PhD candidate in the Work and Organisational Studies Discipline at the University of Sydney, Australia. Her research is on social and human capital issues.     

Cultural Values in Indian Television Advertising

The study investigates cultural values portrayed in commercials aired on television in India. The study included a comparison of the cultural values depicted in Indian and Western product brands as well as a comparison across four groups of products for both within and across Indian and Western brands. The study concludes that Indian and Western marketers are stressing the following cultural values: modern, symbolic, tradition, and utilitarian, and are blending Eastern and Western values. Results of the study indicate the importance of considering cultural values associated with different product types in the development of successful advertising campaigns.     

基于文化维度理论下的我国露营旅游消费者行为取向分析

当前,我国露营游还处于发展零散,不成规模的态势,这其中最主要的原因之一就是我国旅游消费者的文化取向特征同欧美地区不同。通过使用文化维度理论的六个维度对我国旅游消费者进行分析,可以预见。旅游消费者的行为中有一些因素可以加以利用,而有一些因素需要运营商注意引导。在现阶段体验经济背景下,以游客体验为核心,塑造露营旅游企业品牌,可以较好地引导消费者行为。