Cross-Cultural Advertising Communication: Visual Imagery, Brand Familiarity, and Brand Recall
Journal of Business Research
The focus of 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 cultural 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 returns 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 international advertising and global brand building.
Mikhailitchenko, Andrey; Javalgi, Rajshekhar G.; Mikhailitchenko, Galina; and Laroche, Michel, "Cross-Cultural Advertising Communication: Visual Imagery, Brand Familiarity, and Brand Recall" (2009). Marketing. 14.
Mikhailitchenko, A., Javalgi, R. R. G., Mikhailitchenko, G., & Laroche, M. (2009). Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall. Journal of Business Research, 62(10), 931-938. doi:10.1016/j.jbusres.2007.11.019