This cross-cultural study examined television advertising appeals (functional versus experiential and local versus global appeals) and their relationship with brand knowledge core components (brand awareness, brand attitude, and brand uniqueness) across countries at different levels of economic development. A dataset of 257 television commercials from 23 countries was used in the analysis. The researchers found that the experiential (emotional) appeal had a stronger relationship with the components of brand knowledge in countries with medium and high gross domestic product (GDP). Global appeal had a stronger relationship with the components of brand knowledge in countries with low GDP.
Zarantonello, Lia, Bernd Schmitt, and Kamel Jedidi. "How to Advertise and Build Brand Knowledge Globally: Comparing Television Advertising Appeals across Developed and Emerging Economies." Journal of Advertising Research 54, no. 4 (2014): 420-434.
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