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    Is food advertising culture-bound? Contradictory results from three European countries

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    Authors
    Czarnecka, Barbara
    Dahl, Stephan
    Eagle, Lynne
    Issue Date
    2013-06-01
    Subjects
    cultural values
    food product advertising
    
    Metadata
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    Abstract
    The objective of this study was to examine the proposition frequently noted in the extant literature that food advertising is culture-bound. Print advertisements for food, from Poland, Ireland and England, were content-analysed using Pollay's (1983) value appeals, linked to GLOBE (Global Leadership and Organizational Behavior Effectiveness) dimensions. Data analysis revealed that there were both differences and similarities in value appeals usage; however, these variations could not be related to, or explained with, cultural dimensions. These results contradict the proposition that food advertising is one of the most culture-bound forms of advertising. They suggest that advertisers seldom use culturally congruent appeals in food advertisements. Further research is needed to determine how these differences and similarities may be explained.
    Citation
    Czarnecka B, Dahl S, Eagle L (2013) 'Is food advertising culture-bound? Contradictory results from three European countries', Journal of customer behaviour, 12 (2-3), pp.227-246.
    Publisher
    Westburn Publishers
    Journal
    Journal of customer behaviour
    URI
    http://hdl.handle.net/10547/623653
    DOI
    10.1362/147539213X13832198548454
    Additional Links
    https://www.ingentaconnect.com/content/westburn/jcb/2013/00000012/F0020002/art00011
    Type
    Article
    Language
    en
    ISSN
    1475-3928
    EISSN
    1475-3928
    ae974a485f413a2113503eed53cd6c53
    10.1362/147539213X13832198548454
    Scopus Count
    Collections
    Business and management

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