傳播沙龍:Local or Global Image? The Role of Consumers' Local-Global Identity in Code-Switched Advertising Effectiveness Among Monolinguals本土化vs.全球化廣告訴求?消費者身分認定對轉碼廣告效果之影響

  • 2017-05-05
  • 林 羿彣

講者姓名:Kai-Yu Wang 王凱右(Associate Professor of Marketing, Brock University, Canada 加拿大布魯克大學行銷學系副教授
主持人:林穎青老師 (傳播學院廣告學系特聘教授)
演講時間:2017/06/02(五) 12:30-14:00 (中午12:00即可入場)
報名截止日期:2017/05/30(星期二) 17:00

演講大綱 Speech outline:
Local and global brands alike have increasingly used code-switching to enhance advertising persuasion. This study investigated whether the consumers' local–global identity plays a moderating role in the effectiveness of code-switched advertisements among monolinguals. Two experiments were conducted to demonstrate that the local–global identity moderated the effect of code-switched advertisements. The results indicated that the congruence between code-switching and the consumers' local–global identity enhanced persuasiveness, and that advertising involvement mediated this effect. These findings provide implications for branding and advertising strategies.
講者簡介 Introduction of the Lecturer:
Kai-Yu Wang is an Associate Professor of Marketing at the Goodman School of Business, Brock University, Ontario, Canada. His research interests include marketing communication, consumer psychology, internet and social media marketing, and service marketing. His work has appeared in leading marketing and communication journals such as International Journal of Advertising, Journal of Advertising, Cyberpsychology, Behavior and Social Networking, Computers in Human Behavior, Journal of Business Research, and Industrial Marketing Management. He serves on the editorial board at Cyberpsychology, Behavior and Social Networking, Journal of Service Theory and Practice, and Journal of Global Scholars of Marketing Science.