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    政大機構典藏 > 傳播學院 > 廣告學系 > 期刊論文 >  Item 140.119/110234
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/110234


    Title: Local or Global Image? The Role of Consumers' Local-Global Identity in Code-Switched Advertising Effectiveness Among Monolinguals
    Local or Global Image? The Role of Consumers' Local-Global Identity in Code-Switched Advertising Effectiveness Among Monolinguals
    Authors: 林穎青
    林穎青
    Lin, Ying-Ching;Wang, Kai-Yu
    Lin, Ying-Ching;Wang, Kai-Yu
    Contributors: 傳播學院
    傳播學院
    Date: 2016-10
    2016-10
    Issue Date: 2017-06-12 17:44:03 (UTC+8)
    2017-06-12 17:44:03 (UTC+8)
    Abstract: Local and global brands alike have increasingly used code-switching to enhance advertising persuasion. Although this tactic is widely used, previous studies have focused on bilinguals but not monolinguals. Because of the emerging use of code-switching in advertisements in monolingual markets, more research efforts are required to understand its effectiveness and boundaries among monolinguals. This study investigated whether the consumers' local–global identity plays a moderating role in the effectiveness of code-switched advertisements among monolinguals. The consumers' local–global identity refers to the combination of local and global identities possessed by individuals that affect how they define themselves in relation to the social environment. Study 1 (manipulating consumers' local–global identity) demonstrated that the local–global identity moderated the effect of code-switched advertisements. The results indicated that the congruence between code-switching and the consumers' local–global identity enhanced persuasiveness, and that advertising involvement mediated this effect. Study 2 replicated the findings of Study 1 by using a local–global identity measure. These findings provide implications for branding and advertising strategies.
    Local and global brands alike have increasingly used code-switching to enhance advertising persuasion. Although this tactic is widely used, previous studies have focused on bilinguals but not monolinguals. Because of the emerging use of code-switching in advertisements in monolingual markets, more research efforts are required to understand its effectiveness and boundaries among monolinguals. This study investigated whether the consumers' local–global identity plays a moderating role in the effectiveness of code-switched advertisements among monolinguals. The consumers' local–global identity refers to the combination of local and global identities possessed by individuals that affect how they define themselves in relation to the social environment. Study 1 (manipulating consumers' local–global identity) demonstrated that the local–global identity moderated the effect of code-switched advertisements. The results indicated that the congruence between code-switching and the consumers' local–global identity enhanced persuasiveness, and that advertising involvement mediated this effect. Study 2 replicated the findings of Study 1 by using a local–global identity measure. These findings provide implications for branding and advertising strategies.
    Relation: Journal of Advertising, Vol.45, No.4, 482-497
    Journal of Advertising, Vol.45, No.4, 482-497
    Data Type: article
    article
    DOI 連結: http://dx.doi.org/10.1080/00913367.2016.1252286
    http://dx.doi.org/10.1080/00913367.2016.1252286
    DOI: 10.1080/00913367.2016.1252286
    10.1080/00913367.2016.1252286
    Appears in Collections:[廣告學系] 期刊論文

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