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.

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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:Business School > Leadership, Work and Organisations
ID Code:3165
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Deposited On:23 Nov 2009 10:17
Last Modified:30 Jul 2014 04:36

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