The moderating effect of self-esteem on consumer responses to global positioning in advertising

Sunkyu Jun, Yoojeong Jeong, James W. Gentry, Yong J. Hyun

Research output: Contribution to journalArticle

8 Scopus citations

Abstract

The study investigates consumers’ responses to global positioning in advertising from the perspective of self. It is suggested that consumers’ attitudes toward the brand advertised through global positioning are influenced by their ideal selves and cosmopolitan orientations and these influences are moderated by one’s self-esteem level. Study 1 shows that attitudes toward the globally positioned brand are more positive for those with ideal selves that are more congruent with personal traits associated with globally positioned brands, but only for those with high self-esteem. Interview results from study 2 suggest that low self-esteem informants make use of the global brands associated with ‘Western’ as a means of signaling their social selves in order to obtain social approval and that high self-esteem informants attend to ad content, whether the ad employs global or local positioning.

Original languageEnglish (US)
Pages (from-to)272-292
Number of pages21
JournalInternational Journal of Advertising
Volume36
Issue number2
DOIs
StatePublished - 2017

Keywords

  • Advertising
  • Cosmopolitan orientation
  • Global positioning
  • Ideal self
  • Self-esteem

ASJC Scopus subject areas

  • Communication
  • Marketing

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