본문 바로가기
KERD
논문KCI 등재

A Cross-Cultural Study of Advertising Appeals in Domestic and Foreign Markets: A Content Analysis of YouTube

정인식|조효은|조진완|최연정
한국국제경영학회 (Korean Academy of International Business)|2022.05|국제경영연구 (International Business Journal)|제33권 제2호|pp. 31-53

1

조회

0

다운로드

0

인용

0

참고문헌

키워드

소셜미디어유튜브Social media비교문화국제광고Online marketingAdvertising appealsCultural appealsForeign market광고 어필
주제분류경영학

초록

The increased speed of globalisation enabled firms to globally market their brands. However, even after three decades of globalisation, firms still suffer from discrepancies in the marketing environment between domestic and foreign markets. To overcome the challenges coming from the discrepancies, brands strategically use different advertising appeals to deliver desired messages in each market. Then, to what extent the use of advertising appeals differs between the two markets? To answer this research question, the paper attempts to examine Korean brands’ use of advertising appeals in Korea and Malaysia. Through conducting a content analysis on Korean brands’ YouTube videos, the study results reveal that distinct differences in the use of cultural advertising appeals exist between the two markets. The results of this paper give Korean marketing managers practical implications to consider when they are planning marketing communication strategy in Malaysian market.

Abstract

The increased speed of globalisation enabled firms to globally market their brands. However, even after three decades of globalisation, firms still suffer from discrepancies in the marketing environment between domestic and foreign markets. To overcome the challenges coming from the discrepancies, brands strategically use different advertising appeals to deliver desired messages in each market. Then, to what extent the use of advertising appeals differs between the two markets? To answer this research question, the paper attempts to examine Korean brands’ use of advertising appeals in Korea and Malaysia. Through conducting a content analysis on Korean brands’ YouTube videos, the study results reveal that distinct differences in the use of cultural advertising appeals exist between the two markets. The results of this paper give Korean marketing managers practical implications to consider when they are planning marketing communication strategy in Malaysian market.

참고문헌 (54)

  1. "베트남+1, 말레이시아를 주목하라!" (2020)[URL]
  2. Akaka, M. A., "Global Brand Positioning and Perceptions : International Advertising and Global Consumer Culture", International Journal of Advertising, 29(1), pp.37~56 (2010)
  3. Alden, D. L., "Brand Positioning through Advertising in Asia, North America, and Europe : The Role of Global Consumer Culture", Journal of Marketing, 63(1), pp.75~87 (1999)
  4. An, D., "Advertising Visuals in Global Brands’ Local Websites : A Six-country Comparison", International Journal of Advertising, 26(3), pp.303~332 (2007)
  5. Batra, R., "Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries", Journal of Consumer Psychology, 9(2), pp.83~95 (2000)
  6. Belk, R. W., "Materialism and Status Appeals in Japanese and US Print Advertising", International Marketing Review, 2(4), pp.38~47 (1985)
  7. Castronovo, C., "Social Media in an Alternative Marketing Communication Model", Journal of Marketing Development and Competitiveness, 6(1), pp.117~134 (2012)
  8. Caulfield, K., "BTS Earns Fifth No. 1 Album on Billboard 200 Chart With ‘Be’", Billboard, ~ (2020)
  9. Celsi, R. L., "The Role of Involvement in Attention and Comprehension Processes", Journal of Consumer Research, 15(2), pp.210~224 (1988)
  10. Chaudhuri, A., "A Macro Analysis of the Relationship of Product Involvement and Information Search : The Role of Risk", Journal of Marketing Theory and Practice, 8(1), pp.1~15 (2000)
  11. Cutler, B. D., "Analysis of Print Ad Features : Services versus Products", Journal of Advertising Research, 33(2), pp.62~70 (1993)
  12. Davvetas, V., "Lit up or Dimmed down? Why, When, and How Regret Anticipation Affects Consumers’ Use of the Global Brand Halo", Journal of International Marketing, 28(3), pp.40~63 (2020)
  13. Dens, N., "Consumer Response to Different Advertising Appeals for New Products : The Moderating Influence of Branding Strategy and Product Category Involvement", Journal of Brand Management, 18(1), pp.50~65 (2010)
  14. Dimofte, C. V., "Cognitive and Affective Reactions of US Consumers to Global Brands", Journal of International Marketing, 16(4), pp.113~135 (2008)
  15. Ger, G., "Localizing in the Global Village : Local Firms Competing in Global Markets", California Management Review, 41(4), pp.64~83 (1999)
  16. Geuens, M., "Emotional Advertising : Revisiting the Role of Product Category", Journal of Business Research, 64(4), pp.418~426 (2011)
  17. Halkias, G., "Exploring the Effectiveness of Foreign Brand Communication : Consumer Culture Ad Imagery and Brand Schema Incongruity", Journal of Business Research, 80, pp.210~217 (2017)
  18. Holmes, J. H., "Predispositions and the Comparative Effectiveness of Rational, Emotional and Discrepant Appeals for Both High Involvement and Low Involvement Products", Journal of the Academy of Marketing Science, 15(1), pp.27~35 (1987)
  19. Holt, D. B., "How Global Brands Compete", Harvard Business Review, 82(9), pp.68~75 (2004)
  20. Keller, K. L., "Building Strong Brands in a Modern Marketing Communications Environment", Journal of Marketing Communications, 15(2-3), pp.139~155 (2009)
  21. Josiassen, A., "Country-of-Origin Contingencies : Competing Perspectives on Product Familiarity and Product Involvement", International Marketing Review, 25(4), pp.423~440 (2008)
  22. Kim, Y., "#KpopTwitter achieves new record of 6.7 billion Tweets globally in 2020", Twitter, ~ (2021)
  23. Kumar, A., "Indian Consumers’ Purchase Intention Toward a United States versus Local Brand", Journal of Business Research, 62(5), pp.521~527 (2009)
  24. Levitt, T., "The Globalization of Markets. Readings in International Business: A Decision Approach" (1993), MIT Press
  25. Mandler, T., "Beyond Reach : An Extended Model of Global Brand Effects", International Marketing Review, 36(5), pp.647~674 (2019)
  26. Mandler, T., "Brand Credibility and Marketplace Globalization: The Role of Perceived Brand Globalness and Localness", Journal of International Business Studies, pp.1~32 (2020)
  27. Manrai, L. A., "Advertising Appeal and Tone : Implications for Creative Strategy in Television Commercials", Journal of Business Research, 25(1), pp.43~58 (1992)
  28. Moon, Y. S., "Advertising Appeals and Cultural Values in Television Commercials Comparison of Hong Kong and Korea", International Marketing Review, 22(1), pp.48~66 (2005)
  29. Mueller, B., "Reflections of Culture: An Analysis of Japanese and American Advertising Appeals", Journal of Advertising Research, 27, pp.51~59 (1986)
  30. Okazaki, S., "Cross Cultural Advertising Research : Where We Have Been and Where We Need to Go", International Marketing Review, 24(5), pp.499~518 (2007)
  31. Okazaki, S., "A Multi-country Examination of Hard-sell and Soft-sell Advertising : Comparing Global Consumer Positioning in Holistic-and Analytic-thinking Cultures", Journal of Advertising Research, 53(3), pp.258~272 (2013)
  32. Okazaki, S., "Global Consumer Culture Positioning: Testing Perceptions of Soft-sell and Hard-sell Advertising Appeals between US and Japanese Consumers", Journal of International Marketing, 18(2), pp.20~34 (2010)
  33. Özsomer, A., "The Interplay between Global and Local Brands : A Closer Look at Perceived Brand Globalness and Localiconness", Journal of International Marketing, 20(2), pp.72~95 (2012)
  34. Pak, K. H., "Content Dimensions of Web Advertising : A Cross-national Comparison", International Journal of Advertising, 18(2), pp.207~231 (1999)
  35. Samiee, S., "Cross-cultural Research in Advertising : An Assessment of Methodologies", Journal of the Academy of Marketing Science, 22(3), pp.205~217 (1994)
  36. Schuiling, I., "Executive Insights : Real Differences between Local and International Brands : Strategic Implications for International Marketers", Journal of International Marketing, 12(4), pp.97~112 (2004)
  37. Sheth, J. N., "Borderless Media : Rethinking International Marketing", Journal of International Marketing, 28(1), pp.3~12 (2020)
  38. Sichtmann, C., "The Relational Value of Perceived Brand Globalness and Localness", Journal of Business Research, 104, pp.597~613 (2019)
  39. Solomon, M. R., "Setting the Stage : Collective Selection in the Stylistic Context of Commercials", Journal of Advertising, 22(1), pp.11~23 (1993)
  40. Song, X. M., "The Role of Marketing in Developing Successful New Products in South Korea and Taiwan", Journal of International Marketing, 5(3), pp.47~69 (1997)
  41. Steenkamp, J. B. E., "How Perceived Brand Globalness Creates Brand Value", Journal of International Business Studies, 34(1), pp.53~65 (2003)
  42. Strizhakova, Y., "Branded Products as a Passport to Global Citizenship : Perspectives from Developed and Developing Countries", Journal of International Marketing, 16(4), pp.57~85 (2008)
  43. Swoboda, B., "Does Being Perceived as Global Pay off? An Analysis of Leading Foreign and Domestic Multinational Corporations in India, Japan, and the United States", Journal of International Marketing, 24(3), pp.1~30 (2016)
  44. Swoboda, B., "The Effects of Perceived Brand Globalness and Perceived Brand Localness in China : Empirical Evidence on Western, Asian, and Domestic Retailers", Journal of International Marketing, 20(4), pp.72~95 (2012)
  45. Waller, D. S., "Cultural Values and Advertising in Malaysia : Views from the Industry", Asia Pacific Journal of Marketing and Logistics, 12(1), pp.3~16 (2000)
  46. Wang, X., "East Asian Films in the European Market : The Roles of Cultural Distance and Cultural Specificity", International Marketing Review, 38(4), pp.717~735 (2020)
  47. Warrington, P., "An Empirical Investigation of the Relationship between Product Involvement and Brand Commitment", Psychology and Marketing, 17(9), pp.761~782 (2000)
  48. "Malaysia Overview" (2021)[URL]
  49. Xie, Y., "An Extended Model of Preference Formation between Global and Local Brands : The Roles of Identity Expressiveness, Trust, and Affect", Journal of International Marketing, 23(1), pp.50~71 (2015)
  50. Zaichkowsky, J. L., "Measuring the Involvement Construct", Journal of Consumer Research, 12(3), pp.341~352 (1985)
  51. Zandpour, F., "Stories, Symbols, and Straight Talk : A Comparative Analysis of French, Taiwanese, and US TV Commercials", Journal of Advertising Research, 32(1), pp.25~38 (1992)
  52. Zhang, H., "Be Rational or Be Emotional: Advertising Appeals, Service Types and Consumer Responses", European Journal of Marketing, 48(11-12), pp.2105~2126 (2014)
  53. Zhou, L., "Consumers’ Reactions to Global versus Local Advertising Appeals : A Test of Culturally Incongruent Images in China", Journal of Business Research, 68(3), pp.561~568 (2015)
  54. Zhou, N., "Chinese Consumer Readings of Global and Local Advertising Appeals", Journal of Advertising, 33(3), pp.63~76 (2004)

관련 논문AI추천

Cross-cultural comparisons of popular YouTube ads: A content analysis of YouTube video ads in the U.S. and South Korea최창원한국마케팅과학회 · Journal of Global Scholars of Marketing Science(마케팅과학연구)2022 · 제32권 제2호A Cross-Cultural Comparison of Emotional Appeals in Advertising구진경, 임승희한국상품학회 · 상품학연구2016 · 제34권 제2호A Comparison of Government and Public Institutions Advertising Appeals in Collectivistic and Individualistic Cultures한상필한국융합학회 · 한국융합학회논문지2021 · 제12권 제7호한국과 중국의 문화에 따른 광고 차이에 관한 연구: 소구방식, 광고 및 표현전략, 문화패턴의 차이를 중심으로서영택, 심성욱한국광고PR실학회 · 광고PR실학연구2017 · 제10권 제4호다국적 기업과 국내 기업의 광고 소구 전략 비교 연구: 경성 소구와 연성 소구를 중심으로염정윤, 이지훈, 정세훈한국소통학회 · 한국소통학보2012 · 제19호Consumer Responses to Green Appeal Advertising: The Case of Korean and Canadian Consumers김연신한국전략마케팅학회 · 마케팅논집(Journal of Marketing Studies)2013 · 제21권 제1호

이 간행물의 다른 논문 (2건)

시장지원제도가 국내 외식기업의 해외시장 진입유형 선택에 미치는 영향송인걸, 김경애pp. 1-29해외진출을 통한 한국중부발전의 동반성장에 관한 탐색적 연구정지용, 최향미, 한경수pp. 55-80
원문 보기