Keyword

Advertising appeal, Behavioral intention, Attitude, Cultural norms, Theory of Planned Behavior, and Global Leadership and Organizational Behavior Effectiveness (GLOBE).

Abstract

Studies have identified the importance of the attitude in the association with advertising appeal. However, the factors involved in direct and indirect effects of attitude remain unaddressed in the advertising appeal literature. This article aims to provide insight of the theoretical framework that addresses cultural norms based on Global Leadership and Organizational Behavior Effectiveness (GLOBE) cultural dimensions as the moderating factor in explaining the association between the advertising appeal and behavioral intention. In addition, this paper explores the possibility of the mediating role of the attitude in the association between advertising appeal and intention which may be studied further to determine the empirical finding based on the Theory of Planned Behavior.


Full Text : PDF

References
  1. Aaron, G., Jayne, K., & Fam, K.-S. (2013). Like it or not: differences in advertising likeability and dislikeability within Asia. Asia Pacific Journal of Marketing & Logistics, 24, 23–40.
  2. Aizen, I., & Klobas, J. (2013). Fertility intentions. Demographic Research, 29, 203–232. 
  3. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50, 179–211. 
  4. Ajzen, I. (2011). The theory of planned behavior: Reactions and reflections. Psychology & Health, 26, 1113–1127. 
  5. Ajzen, I. (2014). The theory of planned behavior is alive and well, and not ready to retire: a commentary on Sniehotta, Presseau, and Araújo-Soares. Health Psychology Review, 7199, 1–7. 
  6. Ajzen, I., Joyce, N., Sheikh, S., & Cote, N. G. (2011). Knowledge and the Prediction of Behavior: The Role of Information Accuracy in the Theory of Planned Behavior. Basic and Applied Social Psychology, 33, 101–117.
  7. Alam, S. S., & Sayuti, N. M. (2011). Applying the Theory of Planned Behavior (TPB) in halal food purchasing. International Journal of Commerce and Management, 21, 8–20.
  8. Amaro, S., & Duarte, P. (2015). An integrative model of consumers’ intentions to purchase travel online. Tourism Management, 46, 64–79. 
  9. Armitage, C. J., & Conner, M. (2001). Efficacy of the Theory of Planned Behaviour: a meta-analytic review. The British Journal of Social Psychology, 40, 471–499.
  10. Mueller, B., Diehl, S. and Terlutter, R., (2015). GLOBE Cultural Dimensions: Providing Insight for advertising Execution in the Global Marketplace. Advances in Advertising Research, 5, 73–85. 
  11. Bamoriya, & Singh. (2011). Attitude towards Advertising and Information Seeking Behavior – A Structural Equation Modeling Approach. Journal of Business and Management, 3, 45–55.
  12. Bisht, S. (2013). Abhinav Impact Of Tv Advertisement On Youth Purchase Decision - Literature Review Abhinav. Journal of Research in Management & Technology, 2, 148–153.
  13. Carlson, M. (2015). When news sites go native: Redefining the advertising–editorial divide in response to native advertising. Journalism, 16, 849-865.
  14. Chen, M. F., & Tung, P. J. (2014). Developing an extended Theory of Planned Behavior model to predict consumers’ intention to visit green hotels. International Journal of Hospitality Management, 36, 221–230. 
  15. Chun, K. Y., Song, J. H., Hollenbeck, C. R., & Lee, J. H. (2014). Are contextual advertisements effective? The moderating role of complexity in banner advertising. International Journal of Advertising, 33, 351–371. 
  16. Cochoy, F. (2015). Myriam ’ s “ advertising ”: on the performative power of marketing promises. Journal of Marketing Management, 31, 123–140.
  17. Dao, W. V. T., Le, A. N. H., Cheng, J. M. S., & Chen, D. C. (2014). Social media advertising value: The case of transitional economies in Southeast Asia. International Journal of Advertising, 33, 271–294.
  18. de Bruijn, G.-J., Verkooijen, K., de Vries, N. K., & van den Putte, B. (2012). Antecedents of self-identity and consequences for action control: An application of the theory of planned behavior in the exercise domain. Psychology of Sport and Exercise, 13, 771–778.
  19. de Mooij, M., & Hofstede, G. (2010). The Hofstede model: Applications to global branding and advertising strategy and research. International Journal of Advertising, 29, 85–110.
  20. Dianoux, C., Linhart, Z., & Vnouckova, L. (2014). Attitude toward Advertising in General and Attitude toward a Specific Type of Advertising – A First Empirical Approach. Journal of Competitiveness, 6, 87–103.
  21. Diehl, S., Mueller, B., & Terlutter, R. (2014). The Usefulness of GLOBE Dimensions in Analyzing Consumer Perceptions of Advertising: Results from multinational Studies, LEWI Working Paper Series,2, 1–30. 
  22. Tsung-kuang, J.Y Dong, H. N. T. (2009). The influence of repetitive advertising on the effect of communication: An empirical study on recycling. The International Journal of Organizational Innovation, 2, 190–198.
  23. Engelen, A., & Brettel, M. (2011). Assessing cross-cultural marketing theory and research. Journal of Business Research, 64, 516–523. 
  24. Fullerton, J. a., Kendrick, A., & McKinnon, L. M. (2013). Advertising Ethics: Student Attitudes and Behavioral Intent. Journalism & Mass Communication Educator, 68, 33–49. 
  25. George, J. F. (2004). The theory of planned behavior and Internet purchasing. Internet Research, 14, 198–212. 
  26. Glasman, L. R., & Albarracín, D. (2006). Forming attitudes that predict future behavior: a meta-analysis of the attitude-behavior relation. Psychological Bulletin, 132, 778–822.
  27. House, R. J., Quigley, N. R., & de Luque, M. S. (2010). Insights from project globe: Extending global advertising research through a contemporary framework. International Journal of Advertising, 29, 111–139.
  28. House, R., Javidan, M., Hanges, P., & Dorfman, P. (2002). Understanding cultures and implicit leadership theories across the globe: An introduction to Project GLOBE. Journal of World Business, 37, 3–10.
  29. Hsiao, W.-H., & Chang, T.-S. (2013). Understanding consumers’ continuance intention towards mobile advertising: a theoretical framework and empirical study. Behaviour & Information Technology, 33, 730–742. 
  30. Hsu, S. Y., & Barker, G. G. (2013). Individualism and collectivism in Chinese and American television advertising. International Communication Gazette, 75, 695–714. 
  31. Kenney, M. G., & Khanfar, N. M. (2009). Antecedents of Repurchase Intention: Propositions Towards Using Marketing Strategy to Mitigate the Attrition of Online Students. Services Marketing Quarterly, 30, 270–286.
  32. Kidwell, B. (2007). The Moderating Effects of Past Experience on Behavioral Intentions. Advances in Consumer Research in Consumer Research, 34, 555–556.
  33. Lee, J., Ham, C.-D., & Kim, M. (2013). Why People Pass Along Online Video Advertising: From the Perspectives of the Interpersonal Communication Motives Scale and the Theory of Reasoned Action. Journal of Interactive Advertising, 13, 1–13. 
  34. Lee, K., & Sean, S. (2015). A model of behavioral intentions to follow online travel advice based on social and emotional loneliness scales in the context of online travel communities : The moderating role of emotional expressivity. Tourism Management, 48, 426–438. 
  35. Luna-Nevarez, C., & Torres, I. M. (2015). Consumer Attitudes Toward Social Network Advertising. Journal of Current Issues & Research in Advertising, 36, 1–19. 
  36. Mäntymäki, M., Merikivi, J., Verhagen, T., Feldberg, F., & Rajala, R. (2014). Does a contextualized theory of planned behavior explain why teenagers stay in virtual worlds? International Journal of Information Management, 34, 567–576. 
  37. Minkov, M., & Blagoev, V. (2012). What do Project GLOBE’s cultural dimensions reflect? An empirical perspective. Asia Pacific Business Review, 18, 27–43.
  38. Muk, A., & Chung, C. (2014). Applying the technology acceptance model in a two-country study of SMS advertising. Journal of Business Research, 68, 1–6. 
  39. Mullan, B. A., Wong, C., & Kothe, E. J. (2013). Predicting adolescents’ safe food handling using an extended theory of planned behavior. Food Control, 31, 454–460.
  40. Myers, S. D., Royne, M. B., & Deitz, G. D. (2011). Direct-to-Consumer Advertising: Exposure, Behavior, and Policy Implications. Journal of Public Policy & Marketing, 30, 110–118.
  41. Raza, S. H., Bakar, H. A., & Mohamad, B. (2017). Relationships between the Advertising Appeal and Behavioral Intention: The Mediating role of the Attitude towards Advertising Appeal. In SHS Web of Conferences (Vol. 33, p. 00022). EDP Sciences.
  42. Sallam, M. A. A., & Wahid, N. A. (2012). Endorser Credibility Effects on Yemeni Male Consumer’s Attitudes towards Advertising, Brand Attitude, and Purchase Intention: The Mediating Role of Attitude toward Brand. International Business Research, 5, 55–66. 
  43. Schmidt, S., & Eisend, M. (2015). Advertising repetition: a Meta-analysis on effective frequency in advertising. Journal of Advertising, 44, 415-428.
  44. See, C. (2013). Intention to purchase on social commerce websites across cultures: A cross-regional study. Information and Management, 50, 609–620.
  45. Sniehotta, F. (2009). An Experimental Test of the Theory of Planned Behavior. Applied Psychology: Health and Well-Being, 1, 257–270. 
  46. Sniehotta, F. F., Presseau, J., & Araújo-Soares, V. (2014). Time to retire the theory of planned behavior. Health Psychology Review, 8, 1–7.
  47. Teagarden, M. B. (2005). Culture, Leadership, and Organizations: The GLOBE Study of 62 Societies. Academy of Management Executive, 19, 162–163.
  48. Terlutter, R., Diehl, S., & Mueller, B. (2006). The GLOBE study — applicability of a new typology of cultural dimensions for cross-cultural marketing and advertising research. International Advertising and Communication, 419–438.
  49. Upadhyay, P. (2014). Impact of Advertising on Buying Behavior of Youth in Kota City with Special Reference to Branded Outfits. International Journal of Managerial Studies and Research(IJMSR), 2, 1–20.
  50. Walden, J. (2012). Global Advertising, Attitudes, and Audiences. New Media & Society, 14(5), 886–888.
  51. Wang, K. Y., Shih, E., & Peracchio, L. a. (2013). How banner ads can be effective: Investigating the influences of exposure duration and banner ad complexity. International Journal of Advertising, 32, 121–142.
  52. Wang, Y., & Sun, S. (2010). Assessing beliefs, attitudes, and behavioral responses toward online advertising in three countries. International Business Review, 19, 333–344. 
  53. Zarantonello, L., & Schmitt, B. H. (2010). Using the brand experience scale to profile consumers and predict consumer behaviour. Journal of Brand Management, 17, 532–540. 
  54. Zemore, S. E., & Ajzen, I. (2014). Predicting substance abuse treatment completion using a new scale based on the theory of planned behavior. Journal of Substance Abuse Treatment, 46, 174–182.
  55. Zhou, L., Poon, P., & Wang, H. (2015). Consumers’ reactions to global versus local advertising appeals : A test of culturally incongruent images in China. Journal of Business Research, 68, 561–568.