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Pattern of similarities/differences in time orientation and advertising attitudes: A cross-cultural comparison of Georgian and Macau consumers
Kaynak,Erdener1; Kara,Ali2; Chow,Clement S.F.3; Riza Apil,Ali4
2013-08-28
Source PublicationAsia Pacific Journal of Marketing and Logistics
ISSN17584248 13555855
Volume25Issue:4Pages:631-654
AbstractPurposeThe empirical, cross-national study reported here examines how time orientations influence attitudes toward advertising in two emerging Asian economies with very different background and time orientation, namely Macau and Georgia. The paper aims to discuss these issues. Design/methodology/approachQuestionnaire was used as an instrument to conduct a survey for the study. The questionnaire design was adapted from Rojas-Méndez et al. study. The two samples were collected through either a drop-off-and-pick-up method or street-intercept interview. FindingsGeorgians are found to be more past oriented and had had more suspicious feelings about advertising whereas Macau data indicated more future-orientation was the most dominant dimensions and they had better dispositions towards advertising. Practical implicationsWith the findings, managers of different time orientation markets can consider one more factor to strike for the optimal balance in placing their promotional budget between pull and push strategy, and between above-the-line and below-the-line activities when executing the pull strategy. Social implicationsGovernment of different time orientation can be more informed of the effectiveness of using advertising to communicate with its citizens in its culture. Originality/valueStudies on how time orientation relates to attitudes toward advertising are few and such relationship appears to be never compared within two Asian countries with very different background and time orientation.
KeywordAdvertising Consumer behaviour Cultural values Customer orientation International advertising
DOI10.1108/APJML-09-2012-0087
URLView the original
Language英语
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Document TypeJournal article
CollectionUniversity of Macau
Corresponding AuthorKaynak,Erdener
Affiliation1.School of Business Administration,Pennsylvania State University,,Harrisburg,United States
2.College of Business Administration,Pennsylvania State University,,York,United States
3.Faculty of Business Administration,University of Macau,,Tapia,Macao
4.Faculty of Business Management,International Black Sea University,,Tbilisi,Georgia
Recommended Citation
GB/T 7714
Kaynak,Erdener,Kara,Ali,Chow,Clement S.F.,et al. Pattern of similarities/differences in time orientation and advertising attitudes: A cross-cultural comparison of Georgian and Macau consumers[J]. Asia Pacific Journal of Marketing and Logistics,2013,25(4):631-654.
APA Kaynak,Erdener,Kara,Ali,Chow,Clement S.F.,&Riza Apil,Ali.(2013).Pattern of similarities/differences in time orientation and advertising attitudes: A cross-cultural comparison of Georgian and Macau consumers.Asia Pacific Journal of Marketing and Logistics,25(4),631-654.
MLA Kaynak,Erdener,et al."Pattern of similarities/differences in time orientation and advertising attitudes: A cross-cultural comparison of Georgian and Macau consumers".Asia Pacific Journal of Marketing and Logistics 25.4(2013):631-654.
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