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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 link:	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:	[Department of Advertising] Periodical Articles

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