1、6100 英文单词， 34500 英文字符 ，中文 10400 字 文献出处： Mikhailitchenko, Andrey, et al. Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall. Journal of Business Research 62.10 (2009): 931-938. Cross-cultural advertising communication: Visual imagery, brand familiarity, and
2、brand recall Andrey Mikhailitchenko, Rajshekhar (Raj) G. Javalgi Galina Mikhailitchenko, Michel Laroche Abstract The focus of this paper is to address the issue of visual imagery in cross-cultural consumer research. The authors investigate the relationship between visual imagery, brand familiarity,
3、and brand claim recall in two distinct cultural environments the U.S. and Russia. The paper consists of two studies that explored imagery potency from the point of view of memory-evoking effects. The results suggest that image-intensive tools generate different returns depending on the level of bran
4、d familiarity and cultural media. The research ndings may be of interest to marketing scholars studying cross-cultural consumer behavior as well as to practitioners operating in international advertising and global brand building. Keywords: Advertising; Cross-cultural; Imagery; Brand familiarity ;Br
5、and recall 1. Introduction With the dynamic growth of cross-cultural marketing communications, marketers give more consideration to the selection of visual imagery communication tools. They believe that visual imagery- intensive carriers such as TV, magazines, and product packages are also the most
6、powerful ones in terms of inuencing brand recall. However, the efciency of this, as well as other visual imagery- evoking tools, differs depending on consumer memory-related factors, such as brand familiarity, product category experience, and degree of consumer involvement. Richardson (1969) denes imagery as quasi-sensory or quasi- perceptual experiences that we are self-consciously aware of and that exist in the absence of stimulus conditions, producing their genuine sensory or percep
