How to Advertise and Build Brand Knowledge Globally: Comparing Television Advertising Appeals across Developed and Emerging Economies

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.

How to Advertise and Build Brand Knowledge Globally: Comparing Television Advertising Appeals across Developed and Emerging Economies

Lia Zarantonello

University of Bath School of Management

Bernd H. Schmitt and Kamel Jedidi

Columbia Business School

Management slant

  • Compared to functional (rational), local, and global advertising appeals, the experiential (emotional) appeal has a stronger relationship with brand knowledge in both high- and mid-GDP countries.
  • In high- and mid-GDP countries, a strong story line; slice-of-life narratives; special effects; strong and emotional tones of voice; fast-paced advertisements; brand cues; analogies/metaphors; and hyperboles/emphases can trigger experiential appeal.
  • The global advertising appeal (versus experiential,...

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