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Local Retail Segmentation Using the CETSCALE
Abstract:Abstract

The CETSCALE was used to segment a local retail luxury sedan market into pro-import and anti-import groups. Four versions of a newspaper advertisement for both Cadillac and Lexus luxury sedans were tested across these two segments. Non-comparative, weaker indirect comparative, stronger indirect comparative, and direct comparative advertising headlines were used in a between-subjects design. An existing automobile dealership selling both Cadillac and Lexus brands was used as the test sponsor. Results unexpectedly indicate that the pro-import segment favors the hard-hitting direct comparison format significantly less than the anti-import segment, finding it less believable, likable, convincing, and professional, plus more boring.
Keywords:Advertising  automobile sales  comparative advertising  Consumer Ethnocentric Tendencies Scale (CETSCALE)  consumer research  ethnocentrism  country-of-origin  imports  marketing  newspapers  retail
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