English, Article edition: Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall Mikhailitchenko, Andrey; Javalgi, Rajshekhar (Raj) G.; Mikhailitchenko, Galina; ...

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Bookmark: http://trove.nla.gov.au/version/32409
Physical Description
  • article
Language
  • English

Edition details

Title
  • Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall
Author
  • Mikhailitchenko, Andrey
  • Javalgi, Rajshekhar (Raj) G.
  • Mikhailitchenko, Galina
  • Laroche, Michel
Physical Description
  • article
Notes
  • The focus of this paper is to address the issue of visual imagery in cross-cultural consumer research. The authors investigate the relationship between visual imagery, brand familiarity, and brand claim recall in two distinct cultural environments -- the U.S. and Russia. The paper consists of two studies that explored imagery potency from the point of view of memory-evoking effects. The results suggest that image-intensive tools generate different returns depending on the level of brand familiarity and cultural media. The research findings may be of interest to marketing scholars studying cross-cultural consumer behavior as well as to practitioners operating in international advertising and global brand building.
  • Advertising Cross-cultural Imagery Brand familiarity Brand recall
  • RePEc:eee:jbrese:v:62:y:2009:i:10:p:931-938
Language
  • English
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