[雙語翻譯]廣告?zhèn)鞑ネ馕姆g--跨文化廣告?zhèn)鞑ヒ曈X圖像、品牌熟悉度和品牌回憶（英文）

1、Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recallAndrey Mikhailitchenko a,?, Rajshekhar (Raj) G. Javalgi b,1, Galina Mikhailitchenko c,2, Michel Laroche d,3a College of Busines

2、s Administration, California State University, Sacramento, 6000 J St., Sacramento, CA 95819-6088, USA b Nance College of Business Administration, Cleveland State University, 1860 East 18th St., Cleveland, OH 44114, USA c

3、 Psychological Institute of Russian Education Academy, 9(4) Mokhovaya St., Moscow, 125009, Russia d John Molson School of Business, Concordia University, 1455 De Maisonneuve Blvd. West, Montreal, Quebec, Canada H3G 1M8a

4、b s t r a c t a r t i c l e i n f oArticle history:Received 1 May 2007Received in revised form 1 October 2007Accepted 1 November 2007Keywords:AdvertisingCross-culturalImageryBrand familiarityBrand recallThe focus of this

5、 paper is to address the issue of visual imagery in cross-cultural consumer research. Theauthors investigate the relationship between visual imagery, brand familiarity, and brand claim recall in twodistinct cultural envi

6、ronments — the U.S. and Russia. The paper consists of two studies that explored imagerypotency from the point of view of memory-evoking effects. The results suggest that image-intensive toolsgenerate different returns de

7、pending on the level of brand familiarity and cultural media. The researchfindings may be of interest to marketing scholars studying cross-cultural consumer behavior as well as topractitioners operating in international

8、advertising and global brand building.© 2008 Elsevier Inc. All rights reserved.1. IntroductionWith the dynamic growth of cross-cultural marketing commu-nications, marketers give more consideration to the selection o

9、f visualimagery communication tools. They believe that visual imagery-intensive carriers such as TV, magazines, and product packages arealso the most powerful ones in terms of influencing brand recall.However, the effici

10、ency of this, as well as other visual imagery-evoking tools, differs depending on consumer memory-relatedfactors, such as brand familiarity, product category experience, anddegree of consumer involvement.Richardson (1969

11、) defines imagery as quasi-sensory or quasi-perceptual experiences that we are self-consciously aware of and thatexist in the absence of stimulus conditions, producing their genuinesensory or perceptual counterparts. Acc

12、ording to Lutz and Lutz (1977),imagery is a mental event involving visualization of a concept orrelationship. MacInnis and Price define imagery as a process… “bywhich sensory information is represented in working memory

13、(1987,p. 473).” Hence, imagery can be multisensory processing, which maylead to better recall of information (Babin and Burns 1997).Imagery has been studied extensively in the cognitive psychologyfield and has drawn incr

14、eased interest among consumer researchers(Babin and Burns,1997; Andrews et al.,1994). The reliance on imageryhas grown sharply over the recent decades for a number of reasons,including the drive for global marketing and

15、development ofinternational brands, such as Coca-Cola, Nike, Pizza Hut, Pepsi, andMercedes (Branthwaite, 2002). Therefore an investigation of the roleof imagery in cross-cultural format is important as more and more U.S.

16、and foreign multinationals are reaching consumers in foreign markets,especially in transition economies (e.g., Russia).Researchers (e.g., Cleveland and Laroche, 2007) note that interna-tional consumer research primarily

17、focuses on one of two areas: thesearch for common groups of consumers with similar tastes andpreferences across countries; and understanding consumer differ-ences from the perspective of cultural, social, economic, and m

18、arket-ing programs. While the first area emphasizes the importance of theemergence of global consumers, the second area suggests thatsuccessful marketing and communications strategies begin withcultural sensitivity — bei

19、ng tuned to the nuances of behavior ofconsumers in foreign markets. Competition for world markets and theincreasing sophistication of foreign consumers have led to anincreasing need for sophisticated advertising and comm

20、unicationstrategies. The effects of the imagery in cross-cultural context are ofpractical relevance, especially countries such as Russia, which areembracing a market based economy. Russian consumers may holdentirely diff

21、erent views toward advertising than those held in the U.S.,even though U.S.-based advertisers and brands are predominantlyJournal of Business Research 62 (2009) 931–938? Corresponding author. Tel.: +1 916 278 6578; fax:

22、+1 916 278 4233.E-mail addresses: mikhaili@saclink.csus.edu (A. Mikhailitchenko),r.javalgi@csuohio.edu (R.(R.)G. Javalgi), galina.mikh@gmail.com (G. Mikhailitchenko),laroche@jmsb.concordia.ca (M. Laroche). 1 Tel.: +1 216

23、 216 687 4789; fax: +1 216 687 9354. 2 Tel.: +7 495 202 9363. 3 Tel.: +1 514 848 2424x2942; fax: +1 514 848 4576.0148-2963/$ – see front matter © 2008 Elsevier Inc. All rights reserved.doi:10.1016/j.jbusres.2007.11.

24、019Contents lists available at ScienceDirectJournal of Business ResearchFrom a broader theoretic sense, not only the cited above signaldetection and information organization theories, but also the recentresearch on messa

25、ge processing and message response (e.g., Campbelland Keller, 2003; Kent and Kellaris, 2001) provide the evidence ofpositive relationship between brand familiarity and brand claim recall.For instance, Kent and Kellaris (

26、2001) find that high levels of priorexperience with a brand lead to the retention of stronger advertise-ment-brand links, making the attributes of previously familiar brandseasier to recall. They posit that new attribute

27、s are linked morestrongly to the nodes of highly familiar brands, which could ease theretrieval of advertisement claims.Based on the above, the following hypothesis is proposed.H1. A consumer's ability to recall bran

28、d information conveyed in anad is related to his/her level of brand familiarity.3.2. Relationship between visual imagery and brand claim recallThe existing literature on cognitive psychology and consumerbehavior provide

29、the evidence in favor of better recall of informationcontained in imagery-intensive ads, in contrast to imagery non-intensive ones (e.g., Burns et al., 1993; Unnava and Agarwal, 1996;LaBarbera et al., 1998).While elabora

30、ting on cognitive mechanisms leading to this effect,Unnava and Agarwal (1996) state that when people process advertis-ing information that is high in image-provoking ability, it isanticipated that people will generate im

31、ages prompted by thatinformation. They conclude that these images are processed andintegrated with the other information in the ad before being stored inthe long-term memory.The literature studying the effect of word con

32、tent of advertising onbrand recall also documents the imagery-recall relationship (Lutz andLutz, 1977; Unnava and Burnkart, 1991). These studies demonstratethat high imagery words are remembered better than low imagerywo

33、rds and generate results in the formation of verbal and imaginalcodes in memory. Based on this reasoning, we propose the followinghypothesis.H2. A consumer's ability to recall brand information conveyed in anad is re

34、lated to the level of visual imagery of an ad.3.3. Moderating role of visual imageryThe consumer behavior and advertising communication researchstudies emphasize that information elaboration resources in thehuman mind ar

35、e limited, and communication media are competingfor them. Based on this view, when exposed to an ad for a familiarbrand, consumers are likely to engage in relatively less extensive,more confirmation-based processing (Kel

36、ler, 1991; MacKenzie andSpreng, 1992). Familiarity can itself use cognitive capacity such thatprocessing of a familiar, relative to an unfamiliar, stimulus isdiminished (Britton and Tesser, 1982). At the same time, the m

37、oreextensive processing elicited by ads for unfamiliar brands increasesthe resource availability (Cacioppo and Petty, 1979). Based on thesefindings, the higher effect of imagery on the brand claim recall for thelow level

38、 of brand familiarity is hypothesized:H3. The effect of visual imagery on brand claim recall is higher for thelow level of brand familiarity, and is lower for the high level of brandfamiliarity.3.4. Cross-cultural influe

39、nceThe problems associated with communicating to consumers indiverse cultures pose the great creative challenges in devisingadvertising strategies. The cross-cultural advertising research litera-ture provides the evidenc

40、e that the ad imagery efficiency should differfrom one cluster of countries to another (Sriram and Gopalakrishna,1991; Katz and Lee, 1992). The U.S. and Russia belong to differentclusters that are caused by different cul

41、tural backgrounds andinformation processing patterns. According to Hofstede (1980,1983), the U.S. culture has higher scores on individualism, masculinityand long-term orientation, while Russia has higher power distancean

42、d uncertainty avoidance scores. Across all these dimensions, the U.S.and Russia are located far from each. The attitude towards theadvertising in general (Lutz, 1985), the theoretical and empirical linkof which with indi

43、vidualism and masculinity in a culture wasdocumented, also significantly differs for the two countries, makingimagery advertising a more effective marketing tool in the U.S. than inRussia (Mikhailitchenko and Whipple, 20

44、06).Thus, the following hypothesis is proposed.H4. The relationship between ad imagery rating of an ad and brandinformation recall will be stronger for the U.S. than for Russia.3.5. Interaction effectsThe relationship be

45、tween brand familiarity and brand informationrecall may be different for the two countries as well. Laroche et al.(2002) document that this relationship works in different ways inmature and emerging markets. In mature, h

46、ighly competitive markets,advertising may be functioning to maintain the status quo, while inemerging markets it is primarily a tool of creating brand value fornewly established brands (D'Souza and Rao, 1995).Therefo

47、re, information processing mechanisms is different formature vs. emerging markets. In mature and highly competitiveenvironments, it is likely that individuals process the advertisedinformation based on established brand

48、schemata, while in non-mature markets this schemata is usually absent. Respectively, brandfamiliarity in mature markets is usually associated with theseschemata, while on emerging markets brand familiarity does notmean p

49、resence of an established network of associations with brandimage (Cacioppo and Petty,1979). Based on this reasoning, it would berelevant to hypothesize that relationships between brand familiarityand brand claim recall

50、will be stronger in mature rather than onemerging markets.Based on the above discussion, we propose the followinghypothesis.H5. The relationship between brand familiarity and brand informa-tion recall will be stronger fo

51、r the U.S. than for Russia.One of the culturally-oriented factors that contribute to thedifference of imagery ads processing between the U.S. and Russianconsumers is cross-cultural media habits. Extant literature demon-s

52、trates that people in the U.S. watch considerably more television andread more imagery-intensive print editions than people from WesternEurope (Green and Langeard, 1975) and Asia (Lee and Tse, 1994). Thesame comparison w

53、ould be relevant between the U.S. and Russia aswell. In Russia people watch less TV, read more books, and are in a lessdegree exposed to ad carrying communication means than consumersin the U.S. (Andrews et al., 1994). R

54、ecent literature on media habits inRussia demonstrates that in spite of the increased use of imagery-intensive carriers such as TV and Internet, especially among youngpopulations, the Russian media environment is still c

55、haracterized bythe high role of books, newspapers and other written media (Holaket al., 2007; Savel'eva, 2007). According to the market researchorganization NOP World, while an average U.S. media consumerspends 19 h

56、per week on watching TV, and 5.7 h per week on reading,in Russia these indicators are 15 and 7.1 h per week respectively(Baker, 2005).Based on the above, it would be logical to propose lowerpropensity of Russian consumer