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1. Effects of competition on consumer decision-making: Matching advertising to culture............................... 1

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Effects of competition on consumer decision-making: Matching advertising to culture

Autor: Teng, Lefa. Informacin de publicacin: Concordia University (Canada), ProQuest, UMI Dissertations Publishing, 2003. NQ78630. Enlace de documentos de ProQuest Resumen: The dual mediation model suggests that in addition to a direct effect, ad attitude (Aad) also has an indirect influence on brand attitude (Ab) through brand cognition (Cb). As well, brand attitude (Ab) influences purchase intention (PI). However, the model fails to take ad affect (AFFad) and confidence in evaluating a brand (CONb) into account, and it does not include competition. The competitive vulnerability model includes competition, but it lacks the fundamental constructs such as ad cognition (Cad), AFFad, and Aad. By integrating the dual mediation model and the competitive vulnerability model, this research offers a more comprehensive understanding of the effects of advertising on consumer brand choice behavior. This study also fills the void in the literature by extending the framework into a multicultural setting and examining whether the proposed consumer brand choice model is invariant across North American and Chinese cultures. Furthermore, the interaction effects of culture-laden advertising appeals, ad arguments, and culture-laden pictures on consumers' attitudes and purchase behavior are examined and compared between North American and Chinese consumers. Specifically, this comparison is examined in the multiple-ad and multiple-brand environment. A total of ten testable hypotheses are proposed. In order to test these hypotheses, two separate experiments are developed. Experiment 1 is designed to study the interaction effects of ad contents (i.e., weak and strong arguments) and advertising appeals (i.e., individualistic-laden and collectivistic-laden advertising appeals) on consumers' Cad, AFFad, Aad, Cb, Ab, CONb and PI in a competitive environment. Experiment 2 is designed to study the interaction effects of cultureladen pictures (i.e., individualistic-laden and collectivistic-laden pictures) and culture-laden advertising appeals on these measures in a competitive situation. Both experiments test the extended competitive vulnerability model and the interaction effects on consumer brand choice behavior across two cultures. In order to put the data for this dissertation to its most effective use, both experiments are undertaken with consumers, or "real people," and not from a student sample in North America and China. Such verification increases confidence in the findings. The data are analyzed using MANOVA and structural equation modeling. The results from this research contribute to the understanding of how the multiple-ads and multiple-brands influence consumer attitudes and purchase behavior in multicultural environments. Enlaces: Más en libros electrónicos ebrary Materia: Marketing; Advertising; Culture; Consumer behavior; Studies; Effects; Competition; Models; Decision making Clasificacin: 0338: Marketing Identificador / palabra clave: Social sciences, Competition, Consumer, Decision-making, Advertising, Culture Ttulo: Effects of competition on consumer decision-making: Matching advertising to culture Autor: Teng, Lefa Pginas: 188 p. Nmero de pginas: 188

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Ao de publicacin: 2003 Fecha de titulacin: 2003 Cdigo de institucin: 0228 Fuente: DAI-A 64/04, p. 1336, Oct 2003 Lugar de publicacin: Ann Arbor Pas de publicacin: United States ISBN: 9780612786301, 0612786307 Tutor: Laroche, Michel Universidad/institucin: Concordia University (Canada) Lugar de la universidad: Canada Ttulo universitario: Ph.D. Tipo de fuente: Dissertations & Theses Idioma: Ingls Tipo de documento: Dissertation/Thesis Nmero de tesis doctoral/tesina: NQ78630 ID del documento de ProQuest: 305295549 URL del documento: http://search.proquest.com/docview/305295549?accountid=30799 Copyright: Copyright UMI - Dissertations Publishing 2003 Base de datos: ABI/INFORM Global; ProQuest Dissertations & Theses A&I

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