Monolingual Consumers’ Reactions in Cyber Market to GCCP, FCCP, and LCCP Ad Appeals in Taiwan

This study takes the product ethnicity perspective to investigate how monolingual Taiwanese consumers respond to products from developed countries when the consumer culture positioning (CCP) is global versus foreign versus local. Our experiment has a 2 (high vs. low fit of product ethnicity) × 3 (gl...

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Bibliographic Details
Published inJournal of intelligent & fuzzy systems Vol. 40; no. 4; pp. 8623 - 8637
Main Authors Fong, Cher-Min, Shu, Ming-Hung, Chung, Chao-Cheng, Tsai, Tung-Lin, Sun, I-Sheng, Wang, Hui-Wen, Hsieh, Pei-Chun
Format Journal Article
LanguageEnglish
Published Amsterdam IOS Press BV 01.01.2021
Subjects
Consumers
Ethnicity
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Summary:This study takes the product ethnicity perspective to investigate how monolingual Taiwanese consumers respond to products from developed countries when the consumer culture positioning (CCP) is global versus foreign versus local. Our experiment has a 2 (high vs. low fit of product ethnicity) × 3 (global vs. foreign vs. local ad appeal) design. Two mediating mechanisms are introduced to explain how ad fluency and brand information credibility impact ad effectiveness. These findings provide insights regarding the impact of a product’s country of origin and have implications for international marketing and advertising strategies.
ISSN:1064-1246
1875-8967
DOI:10.3233/JIFS-189681