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全球品牌和广告战略和研究中的应用Applications to global branding and advertising strategy and research

论文作者:留学生论文论文属性:本科毕业论文 Thesis登出时间:2013-06-28编辑:anne点击率:8062

论文字数:9409论文编号:org201306281155128391语种:英语 English地区:英国价格:$ 55

关键词:Information sharingValue of information sharingConstruction supply chainInventory policy

摘要:Recent years have seen increasing interest in the consequences of culture for global mar-keting and advertising.

Many recent studies point at the necessity of adapting branding and advertising strategies to the culture of the consumer. In order to understand cultural differences, several models have been developed of which the Hofstede model is the most used. This article describes elements of this model that are most relevant to brand-ing and advertising, and reviews studies that have used the model for aspects of inter-national branding and for advertising research. It provides some cautious remarks about applying the model. Suggestions for more cross-cultural research are added.近年来,人们越来越大的兴趣在全球市场营销和广告文化的后果。许多最近的研究指出在适应消费者的文化品牌和广告战略的必要性。为了了解文化差异,其中已开发出几款车型霍夫斯泰德模型是最常用的。本文介绍了这种模式是最相关的品牌和广告,和评论使用的模型的研究,跨国家的品牌和广告研究方面的元素。应用模型提供了一些谨慎的言论。添加更多的跨文化研究的建议。


Introduction介绍


The study of culture for understanding global advertising results from the global–local dilemma: whether to standardise advertising for efficiency reasons or to adapt to local habits and consumer motives to be effective. Only recently have studies included performance criteria and several have demonstrated that an adaptation strategy is more effective (Dow 2005; Calantone et al. 2006; Okazaki et al. 2006; Wong & Merrilees 2007). As a result, understanding culture will be viewed as increasingly important. In the past decades, various models have emerged of which the Hofstede model has been applied most to global Marketing and advertising.1 Geert Hofstede’s dimensional model of national culture has been applied to vari-ous areas of global branding and advertising, and the underlying theories of consumer behaviour. The model has been used to explain differences of the concepts of self, personality and identity, which in turn explain variations in branding strategy and communications. Another area is infor-mation processing, including differences in perception and categorisation that influence interpersonal and mass communication, and the working of advertising. This article summarises various elements of consumer behaviour that affect global branding and advertising strategy, and that have been explained by the Hofstede model. Referring to several issues from Taylor’s (2005, 2007) research agenda, we not only cover advertising research, but also questions concerning global brand image, brand equity, advertising and consumer behaviour theories in cross-cultural contexts.文化的研究对于理解全球的广告效果,从全局本地的困境:是否规范广告的原因在于提高效率,以适应当地的习惯和消费的动机是有效的。直到最近,研究包括性能标准和一些已经证明,一个适应的策略是更有效(2005年道琼斯指数科兰等,2006年,冈崎等人,2006;黄2007年Merrilees)。其结果,理解文化将被视为越来越重要。在过去的几十年里,各种型号已经出现霍夫斯泰德模型已被应用于全球营销和民族文化的Geert Hofstede的advertising.1的三维模型已经被应用到各种领域的全球品牌和广告,和理论基础消费者的行为。该模型已被用来解释不同的自我,个性和身份,这反过来说明在品牌战略的变化和通信的概念。另一个领域是信息处理,包括感知和分类的差异,影响人际关系和大众传播,广告工作。本文总结了各种元素的消费行为,影响全球的品牌和广告策略,并已霍夫斯泰德模型解释。从泰勒(2005年,2007年)的研究议程中的几个问题,我们不仅涵盖广告研究,但全球的品牌形象,品牌资产,广告和在跨文化背景下的消费者行为理论问题。


Cultural models applied to advertising research
The Hofstede dimensional model of national culture
The concepts of self and personality – implications for 
global branding and advertising
Social processes: motivation and emotion
Mental processes and the implications for branding 
and communication
Culture and communication
Advertising research across cultures: points of attention
Applying the Hofstede model to research for global 
branding and advertising
Conclusion


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