Uluslararası Marka İttifakı Ürünü Satın Alma Olasılığının Algılanan Marka Yabancılığı Bağlamında Değerlendirilmesi

Year 2023, , 18 - 43, 01.04.2023

Hilal Öztay , Fuat Erol

https://doi.org/10.17153/oguiibf.1145828

Abstract

Çalışmanın amacı, stratejik marka ittifakına yönelik algılanan marka yabancılığının tüketicilerin satın alma olasılığı üzerindeki etkisini ve bu ilişkide marka ittifakına yönelik tutumun ve marka ittifakı ürününe yönelik algılanan kalitenin paralel aracılık rolünü gelişmekte olan bir ülkenin (Türkiye) tüketicileri üzerinden incelemektir. Ayrıca algılanan marka yabancılığının tutum ve algılanan kalite üzerindeki etkisinde tüketici kozmopolitliğinin düzenleyici etkisi araştırılmıştır. Bulgulara göre algılanan marka yabancılığı, tutum ve algılanan kalite üzerinde olumlu ve anlamlı etkiye sahiptir. Dahası algılanan marka yabancılığının satın alma olasılığı üzerindeki etkisine tutum ve algılanan kalite aracılık etmektedir. Son olarak, algılanan marka yabancılığının algılanan kalite üzerindeki etkisinde tüketici kozmopolitliğinin düzenleyici rolü bulunmaktadır.

Keywords

Stratejik Marka İttifakı, Algılanan Marka Yabancılığı, Tüketici Kozmopolitliği, Marka İttifakına Yönelik Tutum, Algılanan Kalite

Supporting Institution

bulunmamaktadır

Project Number

bulunmamaktadır

Thanks

bulunmamaktadır

Assessing the Probability of Purchasing an International Brand Alliance Product in the Context of Perceived Brand Foreignness

Abstract

The study aims to examine the effect of perceived brand foreignness towards the strategic brand alliance on the purchasing probability and the parallel mediating role of the attitude towards the brand alliance and the perceived quality of the brand alliance product in this relationship through the consumers of a developing country (i.e., Turkey). Also, the moderating effect of consumer cosmopolitanism on the effect of perceived brand foreignness upon attitude and perceived quality was investigated. According to the findings, perceived brand foreignness has a positive and significant effect on attitude and perceived quality. Moreover, the effect of perceived brand foreignness on purchase probability is mediated by both attitude and perceived quality. Finally, consumer cosmopolitanism has a moderating role in the effect of perceived brand foreignness on perceived quality.

Keywords

Strategic Brand Alliance, Perceived Brand Foreignness, Consumer Cosmopolitanism, Attitude Towards Brand Alliance, Perceived Quality

Project Number

bulunmamaktadır

References

• Ahn, J., Kim, A. and Sung, Y. (2020), “The Effects of Sensory Fit on Consumer Evaluations of Co-branding”, International J. of Advertising, Vol. 39, No. 4: 486–503.
• Ajzen, I. and Fishbein, M. (1977), “Attitude-Behaviour Relations: A Theoretical Analysis and Review of Empirical Research”, Psychological Bulletin, Vol. 84, No. 5: 888–918.
• Akagun Ergin, E. and Özdemir Akbay, H. (2010), “Consumers Purchase Intentions for Foreign Products: An Empirical Research Study in Istanbul, Turkey”, International Business & Economics Research Journal (IBER), Vol. 9, No. 10: 115–122.
• Akın, M. S., Baloğlu, S., Okumuş, A. ve Öztürk, S. (2017), “Tüketici Etnosentrizmi, Kozmopolitlik, Satın Alma Tarzı, İlgilenim ve Algılanan Riskin Yerli Giyim Ürünü Satın Alma Niyetine Etkisi”, Tüketici ve Tüketim Araştırmaları Dergisi, C. 9, S. 2: 257–296.
• Akram, A., Merunka, D. and Shakaib Akram, M. (2011), “Perceived Brand Globalness in Emerging Markets and the Moderating Role of Consumer Ethnocentrism”, International Journal of Emerging Markets, Vol. 6, No. 4: 291–303.
• Alden, D. L., Steenkamp, J.-B E. and Batra, R. (1999), “Brand Positioning Through Advertising in Asia, North America, and Europe: The Role of Global Consumer Culture”, Journal of Marketing, Vol. 63, No. 1: 75–87.
• Baek, T. H., Kim, J. and Yu, J. H. (2010), “The Differential Roles of Brand Credibility and Brand Prestige in Consumer Brand Choice”, Psychology & Marketing, Vol. 27, No. 7: 662–678.
• Baldry, H. C. (1965), “The Unity of Mankind in Greek Thought”, Cambridge, UK: Cambridge University Press.
• Baron, R. M. and Kenny, D. A. (1986), “The Moderator–Mediator Variable Distinction in Social Psychological Research: Conceptual, Strategic, and Statistical Considerations”, Journal of Personality and Social Psychology, Vol. 51, No. 6: 1173–1182.
• Batra, R., Ramaswamy, V., Alden, D., Steenkamp, J. and Ramachander, S. (2000), “Effects of Brand Local and Nonlocal Origin on Consumer Attitudes in Developing Countries, Journal of Consumer Psychology, Vol. 9, No. 2: 83–95.
• Beverland, M. and Bretherton, P. (2001), “The Uncertain Search For Opportunities: Determinants of Strategic Alliances”, Qualitative Market Research: An International Journal, Vol. 4, No. 2: 88–99.
• Bhardwaj, V., Kumar, A. and Kim, Y. (2010), “Brand Analyses of US Global and Local Brands in India: The Case of Levi’s”, Journal of Global Marketing, Vol. 23, No. 1: 80–94.
• Bluemelhuber, C., Carter, L. L. and Lambe, C. J. (2007), “Extending the View of Brand Alliance Effects: An Integrative Examination of the Role of Country of Origin”, International Marketing Review, Vol. 24, No. 4: 427–443.
• Büyüköztürk, Ş. (2015), “Sosyal Bilimler İçin Veri Analizi El Kitabı”, Ankara: İletişim.
• Cannon, H. M. and Yaprak, A. (2002), “Will the Real-World Citizen Please Stand Up! The Many Faces of Cosmopolitan Consumer Behavior”, Journal of International Marketing, Vol. 10, No. 4: 30–52.
• Cayla, J. and Eckhardt, G. M. (2007), “Asian Brands Without Borders: Regional Opportunities and Challenges”, Inter. Marketing Review, Vol. 24, No. 4: 444–456.
• Cleveland, M., Laroche, M. and Papadopoulos, N. (2009), “Cosmopolitanism, Consumer Ethnocentrism, and Materialism: An Eight-Country Study of Antecedents and Outcomes”, Journal of International Marketing, Vol. 17, No. 1: 116–146.
• Das, G. (2015), “Linkages Between Self-Congruity, Brand Familiarity, Perceived Quality and Purchase Intention: A Study of Fashion Retail Brands”, Journal of Global Fashion Marketing, Vol. 6, No. 3: 180–193.
• Davvetas, V., Sichtmann, C. and Diamantopoulos, A. (2015), “The Impact of Perceived Brand Globalness on Consumers' Willingness to Pay”, Inter. J. of Research in Marketing, Vol. 32, No. 4: 431–434.
• Dawson, J. F. (2014), “Moderation in Management Research: What, Why, When, and How”, Journal of Business and Psychology, Vol. 29, No. 1: 1-19.
• Deb, M. and Sinha, G. (2015), “Impact of Culture on Religiosity, Cosmopolitanism and Ethnocentrism”, Asia Pacific Journal of Marketing and Logistics, Vol. 28, No. 1:56–72.
• Dodds, W. B., Monroe, K. B. and Grewal, D. (1991), “Effects of Price, Brand, and Store Information on Buyers’ Product Evaluations”, Journal of Marketing Research, Vol. 28, No. 3: 307–319.
• Elmuti, D. and Kathawala, Y. (2001), “An Overview of Strategic Alliances”, Management Decision, Vol. 39, No. 3: 205–218.
• Engizek, N. ve Yaşin, B. (2018), “Markanın Algılanan Globalliği/Yerelliği Markanın Kredibilitesini ve Algılanan Kaliteyi Etkiler mi? Bu Etkide Kredibilitenin Aracılık, Etnosentrizmin Düzenleyici Rolünün İncelenmesi”, Journal of Business Research Turk, C. 10, S. 1: 61–81.
• Fornell, C. and Larcker, D. F. (1881), “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error”, Journal of Marketing Research, Vol. 18, No. 1: 39–50.
• Gammoh, B. S., Koh, A. C. and Okoroafo, S. C. (2011), “Consumer Culture Brand Positioning Strategies: An Experimental Investigation”, Journal of Product & Brand Management, Vol. 20, No. 1: 48–57.
• Ger, G. (1999), “Localizing in the Global Village: Local Firms Competing in Global Markets”, California Management Review,Vol. 41, No. 4: 64–83.
• Ger, G., Belk, R. W. and Lascu, D. N. (1993), “The development of consumer desire in marketing and developing economies: The cases of Romania and Turkey”, In L. McAlister ve M. L. Rothschild (Eds.), Advances in Consumer Research, Vol. 20 (pp. 102–107). Provo, UT: Association for Consumer Research.
• Güngör Özçelik, D. ve Torlak, Ö. (2011), “Marka Kişiliği Algısı ile Etnosentrik Eğilimler Arasındaki İlişki: LEVIs ve MAVİ JEANS Üzerinde Bir Uygulama”, Ege Akademik Bakış, 11(3), ss. 361–377.
• Gürbüz, S. (2019), “Amos ile Yapısal Eşitlik Modellemesi”, Ankara: Seçkin.
• Hair, J. F., Black, W. C., Babin, B. J. and Anderson, R. E. (2005), “Multivariate Data Analysis” (6.b.), New Jersey: Pearson.
• Halaçoğlu, B. (2009), “Tüketim Kültürü, Yaşam Tarzları ve 1990'lı Yıllar: Yeni Kuşak Türkiye Sinemasında "Marjinal" Kimlikler, Medya, Tüketim Kültürü ve Yaşam Tarzları (Eds: B. Dağtaş, ve E. Dağtaş), Ankara: Ütopya Yayınevi: 267–302.
• Halkias, G., Davvetas, V. and Diamantopoulos, A. (2016), “The Interplay Between Country Stereotypes and Perceived Brand Globalness/Localness As Drivers Of Brand Preference”, Journal of Business Research, Vol. 69, No. 9: 3621–3628.
• Hammerl, M., Dorner, F., Foscht, T. and Brandstatter, M. (2016), “Attribution of Symbolic Brand Meaning: The İnterplay of Consumers, Brands and Reference Groups”, Journal of Consumer Marketing, Vol. 33, No. 1: 32–40.
• Haugtvedt, C., Herr, P. and Kardes, F. (2008), “Handbook of Consumer Psychology”, Taylor&Francis.
• Hofstede, G. (1984), “Culture's Consequences: International Differences in Work-related Values”, Sage.
• Hofstede, G. (2011), “Dimensionalizing Cultures: The Hofstede Model in Context”, Online Readings in Psychology And Culture, Vol. 2, No. 1: 1–25.
• Holt, D. B., Quelch, J. A., and Taylor, E. L. (2004), “How Global Brands Compete”, Harvard Business Review, Vol. 82 (September): 68–75.
• Hussein, R. and Hassan, S. (2018), “Antecedents of Global Brand Purchase Likelihood: Exploring the Mediating Effect of Quality, Prestige and Familiarity”, Journal of International Consumer Marketing, Vol. 30, No. 5: 288–303.
• Hyder, A. S. and Eriksson, L. T. (2005), “Success is not Enough: The Spectacular Rise and Fall of a Strategic Alliance Between Two Multinationals”, Industrial Marketing Manag., Vol. 34, No. 89: 783–796.
• Jin, Z., Lynch, R., Attia, S., Chansarkar, B., Gülsoy, T., et al. (2015), “The Relationship Between Consumer Ethnocentrism, Cosmopolitanism and Product Country Image among Younger Generation Consumers: The Moderating Role of Country Development Status”, International Business Review, Vol. 24, No. 3: 380–393.
• Johan Lanseng, E. and Erling Olsen, L. (2012), “Brand Alliances: The Role of Brand Concept Consistency,” European Journal of Marketing, Vol. 46, No. 9: 1108–1126.
• Jones, S. A. and Boush, D. M. (2021), “Consumer Interpretations of Cobrands”, International Journal of Business, Vol. 26, No. 1: 42–60.
• Kahraman, H. B. (2002), “Postmodernite ve Modernite Arasında Türkiye”, İstanbul: Everest.
• Kapoor, S., Hughes, P. C., Baldwin, J. R. and Blue, J. (2003), “The Relationship of Individualism–Collectivism and Self-Construals to Communication Styles in India and the United States”, International Journal of Intercultural Relations, Vol. 27, No. 6:683–700.
• Karakaya, F. (1993), “Barriers to Entry in International Markets”, Journal of Global Marketing, Vol. 7, No. 1: 7–24.
• Karataş, A. ve Altunışık, R. (2016), “Küresel Markalara Yönelik Tutumları Etkileyen Faktörler”, İşletme Bilimi Dergisi (JOBS), C. 4, S. 2: 143–168.
• Kashif, M. and Udunuwara, M. (2021), “Twenty Years of Research in Brand Globalness/Localness: A Systematic Literature Review and Future Research Agenda”, Journal of International Consumer Marketing, Vol. 33, No. 2: 178–193.
• Kaya, K. ve Oğuz, Z. N. (2010), “Üniversite Gençliğinin Alışveriş Tercihlerinde Tüketim Kültürünün Rolü”, Süleyman Demirel Üniversitesi Fen Edebiyat Fakültesi Sosyal Bilimler Dergisi, C. 22: 147–164.
• Kaynak, E. and Çavuşgil, T. (1983), “Consumer Attitudes towards Products of Foreign Origin: Do They Vary Across Product Classes?”, International Journal of Advertising, Vol. 2, No. 2: 147–157.
• Keillor, B. D., D’Amico, M. and Horton, V. (2000), “Global Consumer Tendencies, Psychology and Marketing, Vol. 18, No. 1: 1–19.
• Kinra, N. (2006), “The Effect of Country-of-Origin on Foreign Brand Names in the Indian Market”, Marketing Intelligence & Planning, Vol. 24, No. 1: 15–30.
• Kline, P. (1994), “A General Description of Factor Analysis. An Easy Guide to Factor Analysis”, Newyork: Routledge.
• Kurtuldu, G. (2016), “Uluslararası Marka İttifaklarında Tüketicilerin Algıladığı Uyum ile Tüketicilerin Etnosentrik Eğilimlerinin ve Değerlerinin Satın Alma Niyeti ile Etkileşimi”, İstanbul Üniversitesi Sosyal Bilimler Enstitüsü, Yayımlanmamış Doktora Tezi, İstanbul.
• Lafferty, B. A., Goldsmith, R. E. and Hult, G. T. M. (2004), “The Impact of the Alliance on the Partners: A Look at Cause-Brand Alliances”, Psychology and Marketing, Vol. 21, No. 7: 509–531.
• Lee, J. K., Lee, B. K. and Lee, W. N. (2013), “Country of Origin Fit’s Effect on Consumer Product Evaluation in Cross-Border Strategic Brand Alliances”, J. of Business Research, Vol. 66, No. 3: 354–363.
• Li, Y., Teng, W., Liao, T. T. and Lin, T.M.Y. (2021), “Exploration of Patriotic Brand Image: Its Antecedents and Impacts on Purchase Intentions”, Asia Pacific J. of Marketing and Logistics, Vol. 33, No. 6: 1455–1481.
• Likhovolova, M. (2018), “The Impact of Perceived Brand Foreignness on Product Evaluation and Purchase Intention: the Russian Market Case”, x St. Petersburg University, Yayımlanmamış Yüksek Lisans Tezi.
• Liu, H., Schoefer, K., Fastoso, F. and Tzemou, E. (2021), “Perceived Brand Globalness/Localness: A Systematic Review of the Literature and Directions for Further Research”, Journal of International Marketing, Vol. 29, No. 1: 77–94.
• Loebnitz, N. and Grunert, K. G. (2019), “The Moderating Impact of Perceived Brand Globalness on Consumers’ Purchase Intentions for Copycats: The Pleasure of Hurting Global Brands”, Psychology & Marketing, Vol. 36, No. 10: 936–950.
• Makrides, A., Kvasova, O., Thrassou, A., Hadjielias, E. and Ferraris, A. (2021), “Consumer Cosmopolitanism in International Marketing Research: A Systematic Review and Future Research Agenda”, International Marketing Review, https://doi.org/10.1108/IMR-12-2020-0304
• Merton, R. K. (1957), “Patterns of Influence: Local and Cosmopolitan Influentials”, in Social Theory and Social Structure, New York: The Free Press, 387–420.
• Meydan, C. H. ve Şeşen, H. (2015), “Yapısal Eşitlik Modellemesi, Amos Uygulamaları” (2.b.), Ankara: Detay.
• Muravskii, D., Smirnova, M. and Muravskaia, S. (2021), “Engaging Allies for Better or Worse: Investigating the Relationship Between Multiple-Brand Alliances and Persuasion Knowledge”, International Journal of Advertising, DOI: 10.1080/02650487.2021.2003668
• Napoli, J., Dickinson, S. J., Beverland, M. B. and Farrelly, F. (2014), “Measuring Consumer-Based Brand Authenticity”, Journal of Business Research, Vol. 67, No. 6: 1090–1098.
• Newmeyer, C. E., Venkatesh, R. and Chatterjee, R. (2014), “Cobranding Arrangements and Partner Selection: A Conceptual Framework and Managerial Guidelines”, Journal of the Academy of Marketing Science, Vol. 42, No. 2: 103–118.
• Newmeyer, C., Venkatesh, R., Ruth, J. and Chatterjee, R. (2018), “A Typology of Brand Alliances and Consumer Awareness of Brand Alliance Integration”, Marketing Letters, Vol. 29, No. 3: 275–289.
• Özsomer, A. (2012), “The Interplay between Global and Local Brands: A Closer Look at Perceived Brand Globalness and Local Iconness”, Journal of International Marketing, Vol. 20, No. 2: 72–95.
• Özsomer, A. and Altaras, S. (2008), “Global Brand Purchase Likelihood: A Critical Synthesis and an Integrated Conceptual Framework”, Journal of International Marketing, Vol. 16, No. 4: 1–28.
• Öztürk, S. A., Özata, F. Z. ve Erol, F. (2019), “Tüketici Düşmanlığının Ülke İmajı, Ürün Değerlendirme ve Yabancı Ürün Satın Alma İsteğine Etkisi Üzerine Bir Araştırma”, İstanbul Gelişim Üniversitesi Sosyal Bilimler Dergisi, C. 6, S. 1: 76–101.
• Paydas Turan, C. (2021), “Success Drivers of Co-Branding: A Meta-Analysis,” International Journal of Consumer Studies, Vol. 45, No. 4: 911–936.
• Randrianasolo, A. A. (2017), “Global Brand Value in Developed, Emerging, and Least Developed Country Markets”, J. of Brand Management, Vol. 24, No. 5: 489–507.
• Rao, A. R., Qu, L. and Ruekert, R. W. (1999), “Signalling Unobservable Product Quality Through A Brand Ally”, Journal of Marketing Research, Vol. 36, No. 2: 258–268.
• Rao, A. R. and Ruekert, R. W. (1994), “Brand Alliances as Signals of Product Quality”, MIT Sloan Management Review, Vol. 36: 87–97.
• Riefler, P., Diamantopoulos, A. and Siguaw, J. (2012), “Cosmopolitan Consumers As a Target Group for Segmentation”, Journal of International Business Studies, Vol. 43, No. 3: 285–305.
• Rodrigue, C. S. and Biswas, A. (2004), “Brand Alliance Dependency and Exclusivity: An Empirical Investigation”, Journal of Product & Brand Management, Vol. 13, No. 7: 477–487.
• Safeer, A. A., Abrar, M., Liu, H. and Yuanqiong, H. (2022), “Effects of Perceived Brand Localness and Perceived Brand Globalness on Consumer Behavioral Intentions in Emerging Markets”, Management Decision, https://doi.org/10.1108/MD-10-2021-1296
• Samiee, S. (2019), “Reflections on Global Brands, Global Consumer Culture and Globalization”, International Marketing Review, Vol. 36, No. 4: 536–544.
• Saran, A. and Kalliny, M. (2012), “Cosmopolitanism: Concept and Measurement”, Journal of Global Marketing, Vol. 25, No. 5: 282–291.
• Sharma, S., Shimp, T. A. and Shin, J. (1994), “Consumer Ethnocentrism: A Test of Antecedents and Moderators”, Journal of the Academy of Marketing Science, Vol. 23, No. 1: 26–37.
• Sichtmann, C., Davvetas, V. and Diamantopoulos, A. (2019), “The Relational Value of Perceived Brand Globalness and Localness”, Journal of Business Research, Vol. 104: 597–613.
• Simonin, B. L. and Ruth, J. A. (1998), “Is a Company Known by the Company It Keeps? Assessing the Spillover Effects of Brand Alliances on Consumer Brand Attitudes”, Journal of Marketing Research, Vol. 35, No. 1: 30–42.
• Singh, J., Crisafulli, B. and Quamina L. T. (2020), “‘Corporate Image at Stake’: The Impact of Crises and Response Strategies on Consumer Perceptions of Corporate Brand Alliances”, Journal of Business Research, Vol. 117: 839–849.
• Sklair, L. (1994), “The Culture-İdeology of Consumerism in Urban China: Some Findings From A Survey in Shanghai”, In C. J. Schultz II, R. W. Belk ve G. Ger (Eds.), Research in Consumer Behavior, Vol. 7 (ss. 259–292). Greenwich, CT: JAI.
• Skrbis, Z., Kendall, G. and Woodward, I. (2004), “Locating Cosmopolitanism: Between Humanist Ideal and Grounded Social Category”, Theory, Culture, and Society, Vol. 21, No. 6: 115–136.
• Steenkamp, J. E. B., Batra, R. and Alden, D. L. (2003), “How Perceived Brand Globalness Creates Brand Value”, Journal of International Business Studies, Vol. 34, No. 1: 53–65.
• Strizhakova, Y., Coulter, R. A. and Price, L. (2008), “Branded Products As a Passport to Global Citizenship: Perspectives from Developed and Developing Countries”, Journal of International Marketing, Vol. 16, No. 4: 57–85.
• Sweeney, J. C. and Soutar, G. N. (2001), “Consumer Perceived Value: The Development of a Multiple Item Scale”, Journal of Retailing, Vol. 77, No. 2: 203–220.
• Uysal, A., Okumuş, A. ve Özkan, E. (2018), “Tüketici Etnosentrizminin Yerel Marketlerden Ürün Satın Alma Niyeti Üzerindeki Etkisi: Yerel Kampanyalara Yönelik Tutumun Aracı Rolü”, Ege Academic Review, C. 18, S. 3: 387–397.
• Wagner, G., Schramm-Klein, H. and Schu, M. (2016), “Determinants and Moderators of Consumers’ Cross-Border Online Shopping Intentions”, Marketing: ZFP – Journal of Research and Management, Vol. 38, No. 4: 214–227.
• Westjohn, S. A., Magnusson, P. and Zhou, J. X. (2015), “Does the Value of Global Brands Apply to Both Foreign and Domestic-Based Global Brands?”, In S. Zou, H. Xu, ve L. H. Shi (Eds.). Entrepreneurship in international marketing (advances in international marketing, Vol. 25) (pp. 267–286). Emerald Publishing.
• Witek-Hajduk, M. K. and Grudecka, A. (2022), “Does the Developed-Country Brand Name Still Matter? Consumers’ Purchase Intentions and Ethnocentrism and Materialism As Moderators”, Journal of Product & Brand Management, Vol. 31, No. 6: 854–869.
• Xie, Y., Batra, R. and Peng, S. (2015), “An Extended Model of Preference Formation between Global and Local Brands: The Roles of Identity Expressiveness, Trust, and Affect”, Journal of International Marketing, Vol. 23, No. 1: 50–71.
• Yanıklar, C. (2006), “Tüketimin Sosyolojisi”, İstanbul: Birey Yayıncılık.
• Yaşlıoğlu, M. M. (2017), “Sosyal Bilimlerde Faktör Analizi ve Geçerlilik: Keşfedici ve Doğrulayıcı Faktör Analizlerinin Kullanılması”, İstanbul Üniversitesi İşletme Fakültesi Dergisi, C. 46: 74–85.
• Zhou, L., Yang, Z. and Hui, M. K. (2010), “Non-local or Local Brands? A Multi-Level Investigation into Confidence in Brand Origin Identification and Its Strategic Implications”, Journal of the Academy of Marketing Science, Vol. 38, No. 2: 202–218.
• Zhou, N. and Belk, R. W. (2004), “Chinese Consumer Readings of Global and Local Advertising Appeals”, Journal of Advertising, Vol. 33, No. 3: 63–76.