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Article
Publication date: 1 June 2005

Durriya H.Z. Khairullah and Zahid Y. Khairullah

India gained her political independence in 1947 from British rule. The new democracy chose non‐alignment, installed a large national government and legislated protectionist…

1277

Abstract

India gained her political independence in 1947 from British rule. The new democracy chose non‐alignment, installed a large national government and legislated protectionist policies, which kept out most foreign products that almost led to economic isolation. The political leaders believed that protectionism would make India self‐reliant and eventually improve the standard of living especially for the poorer Indians. While other Asian countries were encouraging foreign capital and multinationals, India was doing its best to keep them out (Business Asia, 2000). Although India moved towards self‐reliance, the lack of competition hindered the country’s own economic and technological developments. As a result the market was forced to accept local products that were often inferior or old‐fashioned. For example, until recently the leading car on India’s road was “Ambassador”, a reproduction of a British design from the early 1950s that was bulky and a gas‐guzzler.

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Asia Pacific Journal of Marketing and Logistics, vol. 17 no. 2
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 1 March 1999

Durriya Z. Khairullah and Zahid Y. Khairullah

The paper examines relationships between acculturation, affective attitude toward the advertisement (Aad), and purchase intention (PI) of Asian‐Indian immigrants. Our results…

1405

Abstract

The paper examines relationships between acculturation, affective attitude toward the advertisement (Aad), and purchase intention (PI) of Asian‐Indian immigrants. Our results indicate that (i) Aad as well as PI of Asian‐Indian immigrants for the Indian versus the American advertisements vary within and across the stages of acculturation: low, moderate, and high, and (ii) there is a strong positive relationship between Aad and PI. Our results imply that the degree of acculturation (DA) should be considered in advertising. Low and moderate acculturated Asian‐Indians would be more effectively reached by developing Indian advertisements depicting Indian cultural themes rather than American advertisements showing mainstream American culture. High acculturated Asian‐Indian immigrants should be reached by American advertisements rather than Indian advertisements. Our findings also confirm that the more consumers like an advertisement the more likely they are to indicate an intention to purchase the advertised product.

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International Journal of Commerce and Management, vol. 9 no. 3/4
Type: Research Article
ISSN: 1056-9219

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Article
Publication date: 1 March 1996

Durriya Z. Khairullah, Frances Gaither Tucker and Clint B. Tankersley

This study compares perceptions regarding Indian versus American print advertisements of Asian‐Indian immigrants residing in the United States of America. It examines whether…

286

Abstract

This study compares perceptions regarding Indian versus American print advertisements of Asian‐Indian immigrants residing in the United States of America. It examines whether these perceptions varied with their degree of acculturation. Our results show that when Asian‐Indian immigrants are treated as a homogeneous group without considering their degree of acculturation, the preferences for Indian versus American advertisements are mixed. However, when examined from an acculturative perspective, we find that as acculturation increased, subjects preferred American advertisements more, and Indian advertisements less. The results imply that degree of acculturation should be considered as a segmentation variable when developing an advertising strategy for immigrant consumers.

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International Journal of Commerce and Management, vol. 6 no. 3/4
Type: Research Article
ISSN: 1056-9219

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Article
Publication date: 1 January 1999

Durriya Z. Khairullah and Zahid Y. Khairullah

Tests the reliability of an empirical model designed by Szapocznik et al to measure acculturation levels of first‐generation immigrants. Applies model to a demographically diverse…

896

Abstract

Tests the reliability of an empirical model designed by Szapocznik et al to measure acculturation levels of first‐generation immigrants. Applies model to a demographically diverse sample group of first‐generation Asian‐Indian immigrants in three cities near New York (USA) to establish levels of cultural and behavioural acculturation, and the relevance of demographic variables, such as gender, marital status, religion and occupation. Establishes a series of statistically significant correlations between the variables examined; compares these results with findings of other studies involving different immigrant groups. Asserts that the model provides a reliable basis for assessing acculturation characteristics of immigrants; concludes that the findings of this study provide an objective basis for the development of social and public policy aimed at accommodating acculturation needs of this particular immigrant group.

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International Journal of Sociology and Social Policy, vol. 19 no. 1/2
Type: Research Article
ISSN: 0144-333X

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Article
Publication date: 9 January 2009

Durriya H.Z. Khairullah and Zahid Y. Khairullah

The objective of this research is to examine gender roles portrayal in Indian and US magazine advertisements. The impact of the socio‐cultural influences on the gender roles…

5674

Abstract

Purpose

The objective of this research is to examine gender roles portrayal in Indian and US magazine advertisements. The impact of the socio‐cultural influences on the gender roles portrayal in magazine advertisements of the two countries is examined.

Design/methodology/approach

Advertisements appearing in popular Indian and US magazine advertisements were analyzed with respect to the portrayal of male and female models shown in the print advertisements. The advertisements for five products were examined and observations were recorded. The role portrayals of the male and female models in the two countries are compared and discussed.

Findings

The study concludes that there are both significant differences and some similarities in characteristics of gender roles as manifested in Indian and US magazine advertisements. The findings are consistent with those of the few earlier researchers comparing gender roles in different countries. The overall results of the present study suggest to international advertisers that in developing their advertising campaigns for international markets it is important to reflect the cultural values of the society in which they wish to do business.

Research limitations/implications

It is important to take into consideration the limitations of the study with regard to the advertising medium (magazines) and the products advertised. The study was restricted to selected magazines and products; other media such as TV and other products were not considered. The Indian magazines selected for this study are popular Indian national magazines in English which target the educated, well‐to‐do, middle‐class, affluent, urban Indians who can afford to buy these products.

Originality/value

There are few cross‐cultural studies that have examined gender roles portrayal in US advertising vs those of developed and developing countries and this study adds to that body of knowledge. The results are important for guiding marketers in developing advertising campaigns.

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Asia Pacific Journal of Marketing and Logistics, vol. 21 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 1 June 2001

Sandipa Dublish

Examines the issue of how variations in language used in advertising affect advertising preference with a sample of bilingual, Korean Americans. Uses past literature to…

1560

Abstract

Examines the issue of how variations in language used in advertising affect advertising preference with a sample of bilingual, Korean Americans. Uses past literature to hypothesise that the level of acculturation would moderate ethnic consumers’ preference for advertisements in English versus their native language. Extends previous research in the field of ethnic advertising by considering whether findings from studies conducted with Hispanic American consumers are applicable to Asian Americans. Shows that no significant differences were detected in bilingual Korean American preferences for advertisements in which the message was presented in English as compared with those that used Humgul (Korean language) to communicate with the audience. Concludes with suggestions for further research.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 13 no. 2
Type: Research Article
ISSN: 1355-5855

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