Article ID | Journal | Published Year | Pages | File Type |
---|---|---|---|---|
1018726 | Journal of Business Research | 2009 | 8 Pages |
Abstract
The focus of this paper is to address the issue of visual imagery in cross-cultural consumer research. The authors investigate the relationship between visual imagery, brand familiarity, and brand claim recall in two distinct cultural environments — the U.S. and Russia. The paper consists of two studies that explored imagery potency from the point of view of memory-evoking effects. The results suggest that image-intensive tools generate different returns depending on the level of brand familiarity and cultural media. The research findings may be of interest to marketing scholars studying cross-cultural consumer behavior as well as to practitioners operating in international advertising and global brand building.
Related Topics
Social Sciences and Humanities
Business, Management and Accounting
Business and International Management
Authors
Andrey Mikhailitchenko, Rajshekhar (Raj) G. Javalgi, Galina Mikhailitchenko, Michel Laroche,