کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1017851 940318 2014 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Effects of national identity salience on responses to ads
ترجمه فارسی عنوان
تأثیرات هویت ملی در پاسخ به تبلیغات
کلمات کلیدی
هویت ملی، شخصیت هویت، زمینه رسانه، درخواست تجدید نظر
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری کسب و کار و مدیریت بین المللی
چکیده انگلیسی

This paper investigates the effect of national identity salience on responses to ads in two contexts: national identity activated through media context, and national identity activated through advertising appeals. The results remain consistent with the idea that heightening national identity leads individuals to react more positively to representations of that identity. The salience manipulations serve to influence respondents' evaluations of ads and purchase intentions. Respondents present more favorable evaluations of ads and intentions to purchase the advertised products when the ads explicitly pair the advertised product with national identity symbols or rhetoric, as compared to when no such explicit pairing occurs. Further, the activation of individuals' national identity through media context affects the response to embedded ads, even when those ads do not explicitly pair the product with national symbols or rhetoric.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Business Research - Volume 67, Issue 5, May 2014, Pages 1026–1034
نویسندگان
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