On the cross-national generalisability and equivalence of advertising response scales developed in the USA

Albert Caruana, Michael T. Ewing and George M Zinkhan

In this rapidly globalising world economy, cross-cultural research and knowledge about how consumers in different countries perceive television advertising is particularly relevant and important.

On the crossnational generalisability and equivalence of advertising response scales developed in the USA

Michael T. EwingMonash University, Australia

Albert CaruanaUniversity of Malta

and

George M. ZinkhanUniversity of Georgia, USA

The continuing progression from a world of distinct and selfcontained national markets to one of linked global markets is being fuelled by the increasing liberalisation of trade and the recognition of the competitive advantages associated with a global presence. Indeed, globalisation is a powerfully homogenising influence, as consumers in many countries receive the same intense communications and global brands become ubiquitous. In this context crosscultural research seems...

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