Global Marketing and Advertising 6th Edition - Understanding Cultural Paradoxes

Foreword by Geert HofstedePreface to the Sixth EditionAbout the AuthorSummary of the Book1 The Paradoxes in Global Marketing CommunicationsThe Value ParadoxThe Global–Local ParadoxThe Technology ParadoxThe Media ParadoxParadoxes in Global Marketing TheoryLocal Markets Are People, Global Markets Are ProductsFocus on a Unique IndividualGlobalizationConvergence and Divergence of Consumer BehaviorThe Global–Local Dilemma in Global MarketingGlobal CommunitiesGlobal or Local? The Standardization–Adaptation DebateReview of a 50-Year DebateVariables Influencing the Standardization–Adaptation DecisionThe Product Category and Product Life CycleA Company’s Organization, Type of Company, International Experience, and Corporate CultureThe Business EnvironmentThe ConsumerEffect on PerformanceSummaryNotes2 Global BrandingBrandingThe Brand Concept and Branding ModelsThe Brand as an Association NetworkBrand Personality and IdentityThe Cultural Branding ModelThe Viral Branding ModelBrand EquityBrand ArchitectureThe Local–Global–Local CycleThe Global BrandPerception of Global Brands by ConsumersGlobal Brand StrategiesThe Global Company’s Brand PortfolioGlobal Brand CommunicationsThe Importance of Culture for Global CommunicationsThe Brand as an Association NetworkSummaryNotes3 Values and CultureThe Value ConceptValues Are EnduringValues and NormsMeasuring ValuesThe Value Paradox: The Desirable and the DesiredCulture DefinedCulture and TraitsNature or NurtureLevels of CultureNational CultureCultural UniversalsSelective PerceptionStereotypingManifestations of CultureSigns, Symbols, and Body LanguageImagery and MusicThinking Patterns and Intellectual StylesLanguageComparing CulturesComparing Nations: Homogeneity and HeterogeneitySummaryNotes4 Dimensions of CultureClassifying CulturesDimensions of National CultureModels Applied to Cross-Cultural Marketing and AdvertisingHigh-Context and Low-Context CulturesDimensions of TimeClosureTime Orientation Toward the Past, Present, or FutureTime is Linear or CircularMonochronic and Polychronic TimeCause and EffectRelationship of Man with NatureThe Three Major Large-Scale Dimensional ModelsDescription of the Dimensional ModelsThe Explanatory Function of DimensionsIndividualism–CollectivismPower DistanceLong-/Short-Term OrientationAssertiveness and Male–Female RolesUncertainty AvoidanceIndulgence versus RestraintUsing DimensionsConfigurations of DimensionsThe United StatesThe NetherlandsJapanSummaryNotes5 Culture and Consumer BehaviorConsumer BehaviorConsumer AttributesThe Concept of SelfPersonalityPersonality TraitsIdentity and ImagePersonality and Identity in MarketingAttitudeAttitudes to Country-of-Origin, Ethnocentrism and Consumer AnimosityLifestyleSocial ProcessesNeedsMotivationBuying MotivesEmotionEmotions in AdvertisingGroup ProcessesPublic and Private SpaceOpinion LeadersMental ProcessesCognition and Cognitive StylesCognitive DissonanceLearning, Memory, and LanguagePerceptionCategorizationField DependencyThe Creative ProcessAesthetic Experience and PreferenceColor PerceptionLocus of ControlInformation ProcessingDecision MakingConsumer Behavior DomainsProduct Acquisition, Ownership, and UsageShopping and Buying BehaviorComplaining BehaviorBrand LoyaltyDiffusion of InnovationsCulture and the Customer JourneySummaryNotes6 Researching and Applying Cultural ValuesValue ResearchRokeach: Terminal and Instrumental ValuesValue Priorities VaryStability and Value ShiftCulture-Specific ValuesBelgian ValuesDutch ValuesIndian ValuesJapanese ValuesImportant Values Don’t TranslateMeasuring Cultural ValuesMeasuring the Desired Versus the DesirableSurvey QuestionsIndividual and Culture Level—The Ecological FallacyEquivalence of Survey DataSample EquivalenceLinguistic and Conceptual EquivalenceMetric EquivalenceApplying Cultural Dimensions to Marketing and AdvertisingUnderstanding the Conceptual Content of DimensionsUse of Different Measurements for ReplicationsSampling Countries for Comparative AnalysisCausalityCommercial Value and Lifestyle ResearchSummaryNotes7 Culture and CommunicationCommunicationCommunication TheoryOrality and LiteracyCulture and Communication StylesInterpersonal Communication StylesDigital CommunicationMass Communication StylesUnderlying ModelsAdvertising StylesThe Purpose of Marketing CommunicationInformational Versus EmotionalMeasuring Advertising: Persuasion or LikeabilityHow Advertising WorksThe Hierarchy of EffectsHigh and Low InvolvementVisuals in AdvertisingAppreciation of Advertising in GeneralWebsite DesignDesignSummaryNotes8 Culture and the MediaAn Ever-Changing Media LandscapeMedia Usage Across CulturesTelevisionIPTVRadioThe PressOther MediaHybrid MediaThe Mobile PhoneThe World Wide WebThe Information Function of the InternetE-CommerceThe Social Function of the InternetSocial Network ServicesUser-Generated ContentVarying Internet Use for Consumer Decision MakingInternet Marketing and AdvertisingSocial Media MarketingViral MarketingMedia and GlobalizationThe Organization of International Media PlanningSummaryNotes9 Culture and Advertising AppealsAppeals in AdvertisingThe Value Paradox as an Effective Advertising InstrumentEquality ParadoxDependence and Freedom ParadoxesSuccess ParadoxesThe Innovation and Global ParadoxExamples of Appeals by DimensionThe Pitfalls of Content AnalysisPower DistanceIndividualism/CollectivismMasculinity/FemininityAssertivenessRole Differentiation vs Overlapping RolesUncertainty AvoidanceLong-/Short-Term OrientationConfigurations of Dimensions: MappingCan “Great Ideas,” “Universal” Appeals, or Executions Travel?The Great IdeaThe Country-of-Origin AppealWhy Humor Doesn’t TravelSummaryNotes10 Culture and Executional StyleClassifications of Advertising FormsSeven Basic Advertising Forms Worldwide1. Announcement2. Association Transfer3. Lesson4. Drama5. Entertainment6. Imagination7. Special EffectsRelationship among Basic Form, Culture, and Product CategorySummaryNotes11 From Value Paradox to StrategyCorporate Global StrategyModes of Entry into International MarketsA Company’s Mission and VisionCorporate IdentityPublic Relations and CultureThe Global Marketing MixPriceProduct/Market Development Across CulturesPredicting Market Development Across CulturesProduct Development and DesignPackaging DesignRetailBranding and CultureBrand Positioning Across CulturesExternal Aspects: Product Usage and Brand ImageProduct UsageBrand ImageInternal Aspects: Brand Identity and Personality, and Brand ValuesBrand Identity and PersonalityBrand ValuesBrand Communication Across CulturesApplying the Value Concept to International Branding and AdvertisingGlobal Marketing Communication Strategy1. Fully Standardized: One Product or Brand, Display2. Semistandardized: One Brand, One Advertising Form, and Standard Execution (Voice-Over and/or Lip Sync)3. One Brand, One Form, Varying Standard Executional Elements4. One or Different Brand Names, One Advertising Form, Different Executions5. One or Different Brand Names, One Concept, Different Executions Based on Culture-Fit Advertising Styles6. Cultural Segmentation: Act Global, Think LocalCommunication Strategy by Stage of Market DevelopmentStage 1: Global Products, Global Marketing CommunicationsStage 2: Global Products, Adapted Marketing CommunicationsStage 3: Local Products, Local Marketing CommunicationsSummaryNotesAppendix A: Hofstede Country Scores and Gross National Income (GNI)/Capita at Purchase Power Parity 2018, for 66 CountriesAppendix B: Data SourcesIndex