Cross-Cultural Differences in Ad Likeability and Ad Element Likeability: The Case of Benetton |
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Authors: | Rosemary Polegato Rune Bjerke |
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Affiliation: | 1. Mount Allison University , New Brunswick, Canada;2. Oslo School of Management , Oslo, Norway |
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Abstract: | This empirical study examined cross-cultural differences in affective responses to standardized Benetton advertisements, and the role of the likeability of four ad elements (colors, logo, people/models, and situation) in predicting overall advertising liking. Respondents from Oslo, Kiel, and Bologna evaluated three standardized Benetton ads on a series of liking scales. In addition to identifying cross-cultural differences in ad likeability and ad element likeability, the results from stepwise multiple regression analyses suggest that the same dominant affective response to one ad element influences overall ad liking. |
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Keywords: | ad element likeability ad likeability Benetton cross-cultural advertising European consumers |
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