How well does GLOBE predict values in advertising? A content analysis of print advertising from the UK, Ireland, Poland amd Hungary.

Czarnecka, Barbara and Brennan, Ross (2009) How well does GLOBE predict values in advertising? A content analysis of print advertising from the UK, Ireland, Poland amd Hungary. In: ICORIA '09: The 8th International Conference on Research in Advertising 2009, June 25.-27. 2009., University of Klagenfurt.

[img]
Preview
PDF
Download (120kB)

Abstract

This cross-cultural comparative study investigated differences in the frequency and types of value appeals used in print advertising from Poland, the UK, Hungary and Ireland. The methodological approach was content analysis; Pollay‟s (1983) value appeals were linked to the GLOBE dimensions (House et al 2004). While there were some consistent value appeals across the four countries, there were also marked differences. The differences did not vary consistently with, and could not be explained by, the GLOBE cultural dimensions. Further research is needed to determine how the differences and similarities between the four countries may be explained.

Item Type: Conference or Workshop Item (Paper)
Research Areas: A. > Business School > Leadership, Work and Organisations
Item ID: 3165
Useful Links:
Depositing User: Dr. Ross Brennan
Date Deposited: 23 Nov 2009 10:17
Last Modified: 13 Oct 2016 14:15
URI: http://eprints.mdx.ac.uk/id/eprint/3165

Actions (login required)

Edit Item Edit Item

Full text downloads (NB count will be zero if no full text documents are attached to the record)

Downloads per month over the past year