Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall

Andrey Mikhailitchenko, Javalgi, Rajshekhar (Raj) G., Galina Mikhailitchenko and Michel Laroche

Journal of Business Research, 2009, vol. 62, issue 10, 931-938

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.

Keywords: Advertising; Cross-cultural; Imagery; Brand; familiarity; Brand; recall (search for similar items in EconPapers)
Date: 2009
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:62:y:2009:i:10:p:931-938

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