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global campaigns

JAR: Modeling Cultural Mindsets with Endorser Origins to Predict Brand Attitudes

An endorser’s native origin can trigger brand reactions in consumers due to their cultural predispositions. New research in this area has revisited ethnocentrism and xenocentrism, not as diametrically opposed mindsets but as ones coexisting in dynamic configurations, with each mindset expressed or suppressed as a result of origin cues from brands and endorsers. The resulting models provide blueprints for predicting favorable attitudes, by aligning targeting and messaging strategies with appropriate mindsets and origin cues.  Read the article.

Modeling Cultural Mindsets with Endorser Origins to Predict Brand Attitudes

  • JOURNAL OF ADVERTISING RESEARCH

An endorser’s native origin can trigger brand reactions in consumers due to their cultural predispositions. New research in this area has revisited ethnocentrism and xenocentrism, not as diametrically opposed mindsets but as ones coexisting in dynamic configurations, with each mindset expressed or suppressed as a result of origin cues from brands and endorsers. The resulting models provide blueprints for predicting favorable attitudes, by aligning targeting and messaging strategies with appropriate mindsets and origin cues.

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  • Article

NYCU: Advertising Should Consider Cultural Mindsets

Taking cultural mindsets into account is important for successful advertising. “Getting it right” can be a challenge when, for example, US or European companies advertise products in Asia. Findings from a new study from the Philippines provide guidelines for international marketers.    The Journal of Advertising Research has published a study by Dave Centeno at the University of the Philippines. In it, he examines the role of brand-endorsers’ origin on attitudes toward the advertisements. Centino hypothesized that consumers’ cultural mindsets—ethnocentrism and xenocentrism – would impact responses to advertising featuring either country-of-origin or foreign endorsers. Not surprisingly, that hypothesis was confirmed: Ethnocentric consumers generally favor local brands and endorsers over foreign brands and foreign endorsers. Xenocentric consumers generally favor international brands and global endorsers over local brands and endorsers. Maybe more importantly, the study found that few consumers have a monolithic cultural orientation. Rather, their disposition depends on which situational cues are activated in their minds. Also, consumers’ age and gender impact reactions to ads. In sum, the findings suggest that advertising managers should take cultural mindsets among target consumers into account. At the same time, they are likely to find that both local and foreign endorsers can generate positive reactions among most consumers if they are socially attractive and provide a congruent projection of the endorsement. Source:  Centeno, D. (2021, June). How the Brand–Endorser Origin Shapes Brand Attitudes and Purchase Intentions. Journal of Advertising Research, Digital First, Vol. 61. Scheduled for print in a forthcoming issue of JAR. (Access Available for ARF members)  

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CMO Briefs: How to Adapt Global Campaigns to Local Contexts

Building a brand across multiple countries is challenging. Generic messages are less likely to reach consumers across the globe today. What’s more, recent neuro studies suggest consumers in different countries process creatives differently. On another front, the business environment is unique in each market, meaning a different strategy is needed to position the brand and take on the competition. Neglecting differences between markets can mean missed marketing and business opportunities. Consumer privacy laws differ too, adding an additional challenge. Global insights research finds that similarities between consumers and universal emotions can serve as meaningful themes for a global campaign. This recent Knowledge Center report, turned Knowledge at Hand and CMO Brief, covers best practices in localizing global messaging.  Read more.   

  • Article

KaH: How to Adapt Global Campaigns to Local Contexts

Building a brand across multiple countries is challenging. Generic messages are less likely to reach consumers across the globe today. What’s more, recent neuro studies suggest consumers in different countries process creatives differently. On another front, the business environment is unique in each market, meaning a different strategy is needed to position the brand and take on the competition. Neglecting differences between markets can mean missed marketing and business opportunities. Consumer privacy laws differ too, adding an additional challenge. Global insights research finds that similarities between consumers and universal emotions can serve as meaningful themes for a global campaign. This recent Knowledge Center report, turned Knowledge at Hand, covers best practices in localizing global messaging. Read more.

How to Adapt Global Campaigns to Local Contexts (Summary)

  • The ARF
  • KNOWLEDGE AT HAND; CMO BRIEF

Building a brand across multiple countries is challenging. Generic messages are less likely to reach consumers across the globe today. What’s more, recent neuro studies suggest consumers in different countries process creatives differently. On another front, the business environment is unique in each market, meaning a different strategy is needed to position the brand and take on the competition.

Member Only Access