 Fit or misfit of culture in marketing communication? Development of the culture-ladenness fit indexBoris Bartikowski, Marie-Odile Richard and Heribert Gierl Journal of Business Research, 2023, vol. 167, issue C Abstract: We introduce culture-ladenness fit (CLF) in marketing communication as a new semantic memory concept and the CLF index as a new tool to measure the effectiveness of culture-laden marketing communication. Culture-ladenness is how much cultural representation consumers perceive in communication, and the CLF index measures how well culture-laden communication aligns with four mental categories against which consumers evaluate fit: (1) the product category, (2) target consumers, (3) the brand image, and (4) the image of the brand’s strategic partners. We report three empirical studies that develop and validate the CLF index using twelve items for a long version (study 1 and 2) and four items for a short version (study 3) of the index measure. The CLF index is a viable tool that marketers can use as a key performance indicator (KPI) to measure and control the marketing effectiveness of culture-laden marketing communication. Keywords: Marketing communication; Culture; Culture-ladenness fit (CLF); Formative measures; Index development (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:167:y:2023:i:c:s0148296323005507 DOI: 10.1016/j.jbusres.2023.114191 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
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