Marketing to Different Asian Communities: The Importance of Culture for Framing Advertising Messages, and for Purchase Intent

Emerald Group Publishing Limited
Publication Type:
Journal Article
Asia Pacific Journal of Marketing and Logistics, 2013, 25 (1), pp. 8 - 33
Issue Date:
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Purpose The purpose of this paper is to show that culture has differential effects on purchase intent, using respondents from four very different cultural groups within Indonesia, and two different advertisements (one ethical, another unethical). Design/methodology/approach The study uses survey methods and a highly structured questionnaire to collect data from respondents in four cultural groups. In total, 100 responses were received from each of these groups within Indonesia (Bali, Batak, Java, and Minang). Data were analyzed using partial least squares. Findings The results suggest that when advertising to culturally conservative groups, caution is required. Such groups have lower purchase intent when they do not like the advertisement. Moreover, other variables such as attitude towards the advertiser may become salient drivers of purchase intent for such groups if the advertisement is perceived to be unethical. Importantly, neither of these factors are salient for more permissive cultures, regardless of whether the advertisement is perceived to be ethical or unethical. In addition the authors identify a set of universal paths by which advertisement-related factors, and company-related factors indirectly influence purchase intent for both permissive and conservative cultures, regardless of the perceived ethicality of the advertisement.
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