Influencing global perceptions in print ads: Brands support consumers’ worldly outlook on life
Abstract
Purpose
This paper aims to review the latest management developments across the globe and pinpoint practical implications from cutting-edge research and case studies.
Design/methodology/approach
This briefing is prepared by an independent writer who adds their own impartial comments and places the articles in context.
Findings
Advertising copy is most important in determining perceived brand globalness. The spokesperson and the brand logo determine perceived brand globalness more strongly for a low-involvement product, whereas the brand name is more important for a high-involvement product. Further, the spokesperson and the brand logo are relatively more important for global consumer culture individuals, while local consumer culture individuals find the brand name and advertising copy relatively more important.
Practical implications
The paper provides strategic insights and practical thinking that have influenced some of the world’s leading organizations.
Originality/value
The briefing saves busy executives and researchers hours of reading time by selecting only the very best, most pertinent information and presenting it in a condensed and easy-to-digest format.
Keywords
Citation
(2016), "Influencing global perceptions in print ads: Brands support consumers’ worldly outlook on life", Strategic Direction, Vol. 32 No. 3, pp. 19-21. https://doi.org/10.1108/SD-12-2015-0184
Publisher
:Emerald Group Publishing Limited
Copyright © 2016, Emerald Group Publishing Limited