The moderating effect of self-esteem on consumer responses to global positioning in advertising
| Autor: | Sunkyu Jun, Yong-Jin Hyun, James W. Gentry, Yoojeong Jeong |
|---|---|
| Rok vydání: | 2015 |
| Předmět: |
Marketing
Social approval Persuasion business.industry Communication media_common.quotation_subject 05 social sciences Perspective (graphical) Self-esteem Identity (social science) 050109 social psychology Advertising Ideal (ethics) Order (business) 0502 economics and business Global Positioning System 050211 marketing 0501 psychology and cognitive sciences Psychology business Social psychology media_common |
| Zdroj: | International Journal of Advertising. 36:272-292 |
| ISSN: | 1759-3948 0265-0487 |
| DOI: | 10.1080/02650487.2015.1094859 |
| Popis: | The study investigates consumers' responses to global positioning in advertising from the perspective of self. It is suggested that consumers' attitudes toward the brand advertised through global positioning are influenced by their ideal selves and cosmopolitan orientations and these influences are moderated by one's self-esteem level. Study 1 shows that attitudes toward the globally positioned brand are more positive for those with ideal selves that are more congruent with personal traits associated with globally positioned brands, but only for those with high self-esteem. Interview results from study 2 suggest that low self-esteem informants make use of the global brands associated with ‘Western’ as a means of signaling their social selves in order to obtain social approval and that high self-esteem informants attend to ad content, whether the ad employs global or local positioning. |
| Databáze: | OpenAIRE |
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