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

1、6100 英文單詞， 英文單詞，34500 英文字符，中文 英文字符，中文 10400 字文獻(xiàn)出處： 文獻(xiàn)出處：Mikhailitchenko, Andrey, et al. “Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall.“ Journal of Business Research 62.10

2、(2009): 931-938.Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recallAndrey Mikhailitchenko, Rajshekhar (Raj) G. Javalgi Galina Mikhailitchenko, Michel Laroche AbstractThe focus of

3、 this paper is to address the issue of visual imagery in cross-cultural consumer research. The authors investigate the relationship between visual imagery, brand familiarity, and brand claim recall in two distinct cultur

4、al environments — the U.S. and Russia. The paper consists of two studies that explored imagery potency from the point of view of memory-evoking effects. The results suggest that image-intensive tools generate different r

5、eturns depending on the level of brand familiarity and cultural media. The research findings may be of interest to marketing scholars studying cross-cultural consumer behavior as well as to practitioners operating in int

6、ernational advertising and global brand building.Keywords: Advertising; Cross-cultural; Imagery; Brand familiarity ;Brand recall1. IntroductionWith the dynamic growth of cross-cultural marketing communications, marketers

7、 give more consideration to the selection of visual imagery communication tools. They believe that visual imagery- intensive carriers such as TV, magazines, and product packages are also the most powerful ones in terms o

8、f influencing brand recall. However, the efficiency of this, as well as other visual imagery- evoking tools, differs depending on consumer memory-related factors, such as brand familiarity, product category experience, a

9、nd degree of consumer involvement.Richardson (1969) defines imagery as quasi-sensory or quasi- perceptual experiences that we are self-consciously aware of and that exist in the absence of stimulus conditions, producing

10、their genuine sensory or perceptual counterparts. According to Lutz and Lutz (1977), imagery is a mental event involving visualization of a concept or relationship. MacInnis and Price define imagery as a process… “by whi

11、ch sensory information is represented in working memory (1987,p. 473).” Hence, imagery can be multisensory processing, which may lead to better recall of information (Babin and Burns 1997).Imagery has been studied extens

12、ively in the cognitive psychology field and has drawn increased interest among consumer researchers (Babin and Burns, 1997; Andrews et al., 1994). The reliance on imagery has grown sharply over the recent decades for a n

13、umber of reasons, including the drive for global marketing and development of international brands, such as Coca-Cola, Nike, Pizza Hut, Pepsi, and Mercedes (Branthwaite, 2002). Therefore an investigation of the role of i

14、magery in cross-cultural format is important as more and more U.S. and foreign multinationals are reaching consumers in foreign markets, especially in transition economies (e.g., Russia).Researchers (e.g., Cleveland and

15、Laroche, 2007) note that international consumer research primarily focuses on one of two areas: the search for common groups of consumers with similar tastes and preferences across countries; and understanding consumer d

16、ifferences from the perspective of cultural, social, economic, and marketing programs. While the first area emphasizes the importance of the emergence of global consumers, the second area suggests that successful recall

17、evoking communication tools.Some researchers tended to cluster the countries to determine the degree of international marketing communications standardization (Sriram and Gopalakrishna, 1991; Katz and Lee, 1992). Sriram

18、and Gopalakrishna (1991) identify six groups of countries and argued that communication strategies and imagery tactics could be attempted within each group by employing similar but not identical messages. The researchers

19、 figured out a number of environmental variables as important determinants of transferability of imagery communication, such as rate of economic growth, attitudes towards wealth and monetary gain, development and accepta

20、nce of international trade- marks, religious norms and beliefs, etc. (e.g. Dunn, 1976).Scholarly studies pay a great deal of attention to the psychographic and behavioral segmentation of image communication recipients in

21、 cross-border settings. Pollay (1986) and Green et al. (1975) recognize the U.S. advertising as heavily imagery-loaded, given its pervasiveness (9 min of TV advertising per hour, one of the largest imagery advertisers in

22、 the world). The research indicates that an American consumer has a higher degree of predisposition to perception of visual imagery and generates greater numbers of image-related responses than consumers in most of the o

23、ther countries in the world (Andrews and Lysonski, 1991).3. HypothesesThe hypothesized link between brand familiarity, visual imagery, and brand claim recall is shown in Fig. 1, and the hypothesized cross- cultural diffe

24、rences can be represented as shown in Fig. 2.Fig. 1. The hypothesized model of relationship between brand familiarity, visual imagery of an ad, and brand claim recall.Fig. 2. The hypothesized interactions between culture