Advertising appeals and Malaysian culture norms
The ongoing development of the strategic communication research in the area of the advertising calls for the development and validation of the measurement instruments that can address the indulgence of the advertising appeals in a specific cultural context.Therefore, the present study examines and v...
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| Format: | Article |
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John Benjamins Publishing Company
2018
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| _version_ | 1825804966050136064 |
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| author | Raza, Syed Hassan Abu Bakar, Hassan Mohamad, Bahtiar |
| author_facet | Raza, Syed Hassan Abu Bakar, Hassan Mohamad, Bahtiar |
| author_sort | Raza, Syed Hassan |
| collection | UUM |
| description | The ongoing development of the strategic communication research in the area of the advertising calls for the development and validation of the measurement instruments that can address the indulgence of the advertising appeals in a specific cultural context.Therefore, the present study examines and validate advertising appeals by considering the norms based on the GLOBE nine cultural dimensions in Malaysian context.The analysis involved data from 10 advertising expert for content validation, followed by 10 advertising expert rating and ranking of the scale of its relevance and clarity to assess the item-level content validation.The results provided to support the impact of cultural norms are substantial for Malaysian advertising, which are identified from content validation procedure. |
| first_indexed | 2024-07-04T06:24:14Z |
| format | Article |
| id | uum-23671 |
| institution | Universiti Utara Malaysia |
| last_indexed | 2024-07-04T06:24:14Z |
| publishDate | 2018 |
| publisher | John Benjamins Publishing Company |
| record_format | eprints |
| spelling | uum-236712018-03-15T01:36:32Z https://repo.uum.edu.my/id/eprint/23671/ Advertising appeals and Malaysian culture norms Raza, Syed Hassan Abu Bakar, Hassan Mohamad, Bahtiar PL Languages and literatures of Eastern Asia, Africa, Oceania The ongoing development of the strategic communication research in the area of the advertising calls for the development and validation of the measurement instruments that can address the indulgence of the advertising appeals in a specific cultural context.Therefore, the present study examines and validate advertising appeals by considering the norms based on the GLOBE nine cultural dimensions in Malaysian context.The analysis involved data from 10 advertising expert for content validation, followed by 10 advertising expert rating and ranking of the scale of its relevance and clarity to assess the item-level content validation.The results provided to support the impact of cultural norms are substantial for Malaysian advertising, which are identified from content validation procedure. John Benjamins Publishing Company 2018 Article PeerReviewed Raza, Syed Hassan and Abu Bakar, Hassan and Mohamad, Bahtiar (2018) Advertising appeals and Malaysian culture norms. Journal of Asian Pacific Communication, 28 (1). pp. 61-82. ISSN 0957-6851 http://doi.org/10.1075/japc.00004.raz doi:10.1075/japc.00004.raz doi:10.1075/japc.00004.raz |
| spellingShingle | PL Languages and literatures of Eastern Asia, Africa, Oceania Raza, Syed Hassan Abu Bakar, Hassan Mohamad, Bahtiar Advertising appeals and Malaysian culture norms |
| title | Advertising appeals and Malaysian culture norms |
| title_full | Advertising appeals and Malaysian culture norms |
| title_fullStr | Advertising appeals and Malaysian culture norms |
| title_full_unstemmed | Advertising appeals and Malaysian culture norms |
| title_short | Advertising appeals and Malaysian culture norms |
| title_sort | advertising appeals and malaysian culture norms |
| topic | PL Languages and literatures of Eastern Asia, Africa, Oceania |
| work_keys_str_mv | AT razasyedhassan advertisingappealsandmalaysianculturenorms AT abubakarhassan advertisingappealsandmalaysianculturenorms AT mohamadbahtiar advertisingappealsandmalaysianculturenorms |