The differential impact of consumer’s thinking styles on brand placement: a cross-cultural study
| Autor: | Chankoo Yeo, Chung Hur, Jiyoung Hwang |
|---|---|
| Rok vydání: | 2019 |
| Předmět: |
Marketing
Recall business.industry Strategy and Management Brand awareness media_common.quotation_subject 05 social sciences Affect (psychology) Brand management Perception 0502 economics and business Cross-cultural 050211 marketing Business Product (category theory) Social psychology 050203 business & management Cognitive style media_common |
| Zdroj: | Journal of Brand Management. 27:300-311 |
| ISSN: | 1479-1803 1350-231X |
| DOI: | 10.1057/s41262-019-00181-7 |
| Popis: | This paper examines how styles of thinking across culture affect consumers’ brand perceptions. Two experiments using printed and film stimuli for two brand placements (i.e., foreground vs. background) were conducted with participants from two countries (USA and Korea) whose culture is characterized by different styles of thinking (analytic vs. holistic thinking). The results indicate that when product or brand placements (PPLs) were located in the background of the scene, holistic thinkers (i.e., East Asians) showed higher brand perceptions than did analytic thinkers (i.e., Westerners). When PPLs were located in the center of the scene, there was no difference in brand recognition and brand recall between analytic and holistic thinkers. The findings of this research shed light on the importance of consumers’ styles of thinking in understanding the effect of brand placement. |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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