The moderating effect of self-esteem on consumer responses to global positioning in advertising

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The study investigates consumers' responses to global positioning in advertising from the perspective of self. It is suggested that consumers' attitudes toward the brand advertised through global positioning are influenced by their ideal selves and cosmopolitan orientations and these influences are moderated by one's self-esteem level. Study 1 shows that attitudes toward the globally positioned brand are more positive for those with ideal selves that are more congruent with personal traits associated with globally positioned brands, but only for those with high self-esteem. Interview results from study 2 suggest that low self-esteem informants make use of the global brands associated with Western' as a means of signaling their social selves in order to obtain social approval and that high self-esteem informants attend to ad content, whether the ad employs global or local positioning.
Publisher
WORLD ADVERTISING RESEARCH CENTER
Issue Date
2017
Language
English
Article Type
Article
Keywords

BRAND PERSONALITY; CULTURE; IDENTITY; JAPANESE; APPEALS; COSMOPOLITAN; PERSUASION; MOTIVATION; COUNTRIES; BEHAVIOR

Citation

INTERNATIONAL JOURNAL OF ADVERTISING, v.36, no.2, pp.272 - 292

ISSN
0265-0487
DOI
10.1080/02650487.2015.1094859
URI
http://hdl.handle.net/10203/223115
Appears in Collection
MT-Journal Papers(저널논문)
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