Russian Advertising Attitudes: Reassessing the Two-Factor Model

This study develops a constructive replication (Lykken, 1968) of the efficacy of the two-factor, attitude toward advertising models in Russia. A confirmation of its validity in a country characterized by value inconsistencies, mistrust, and suspicion as they relate to advertising (Kurpis & Kahle...

Ausführliche Beschreibung

Gespeichert in:
Bibliographische Detailangaben
Veröffentlicht in:Journal of international consumer marketing 2007-10, Vol.20 (2), p.5
Hauptverfasser: Wells, Ludmilla Gricenko, Auken, Stuart Van, Ritchie, William J
Format: Artikel
Sprache:eng
Schlagworte:
Online-Zugang:Volltext
Tags: Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
container_end_page
container_issue 2
container_start_page 5
container_title Journal of international consumer marketing
container_volume 20
creator Wells, Ludmilla Gricenko
Auken, Stuart Van
Ritchie, William J
description This study develops a constructive replication (Lykken, 1968) of the efficacy of the two-factor, attitude toward advertising models in Russia. A confirmation of its validity in a country characterized by value inconsistencies, mistrust, and suspicion as they relate to advertising (Kurpis & Kahle, 2003; vonDorn & Akimova, 1998) will suggest the utility of its measurement in global marketing strategy development and, if validated, will provide a key indicator of the levelness of the "playing field" for global advertisers seeking the Russian market. Basically, an understanding of the similarities and asymmetries in advertising across cultures may help to set the agenda for standardizing or customizing advertising appeals (Maheswaran and Shavitt, 2000). More specifically, the study provides a longitudinal coordinate, which builds on the two-factor attitude toward advertising framework that was utilized to measure Russian orientations (Andrews, Durvasula, & Netemeyer, 1994). Thus, it provides insights as to where Russia has gone with respect to attitudes about advertising and the way that it is conceptualized. It also provides insights into the advertising orientation of subgroups within Russia. The lack of such applications is a major limitation of two-factor attitudinal studies of advertising as all work has involved student area populations supportive of commerce and advertising. Recent research on the two-factory model also suggests the efficacy of subgroup analysis due to the revealed within-country differences found among subjects (Durvasula, Netemeyer, Andrews, & Lysonski, 2006). [PUBLICATION ABSTRACT]
doi_str_mv 10.1300/J046v20n02_02;copiesareavailablefromHaworthDocumentDeliveryCenter,TheHaworthPress,Inc.,10AliceStreet,Binghamton,NY13904-1580
format Article
fullrecord <record><control><sourceid>proquest</sourceid><recordid>TN_cdi_proquest_journals_205732433</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><sourcerecordid>1430139641</sourcerecordid><originalsourceid>FETCH-LOGICAL-g773-25eae0b334f156ac2f4290fa3020b1fe652f27a4f0b9ffd8ff1dec64136fabf3</originalsourceid><addsrcrecordid>eNotjV1PwjAYhRujiYj-h8XrDd-2-9QLgyCiwY8AN16RbnvLSsaKbQfx3h_ujFydk5OT5yHkh8KAcoCbFwjjPYMG2ArYXaF3Cq0wKPZC1SKvURq9nYqDNq4a66LdYuPGWKs9mu9R19H4ywqPhw-D1vrPTTHwKQxrVeDCGUTnP6hmXYmt043_9kl5BmFAoxROSI9GLA0SiNNT0oM0i7udwzm5sHYDQBnP0h65n7fWKtF4w7LTOmU7mjd0Trm2RHvrzVFY25n_ZlehtzzoYCIKp433qkusL8mZFLXFq2P2yWLyuBxNg9n70_NoOAvWScIDFqFAyDkPJY1iUTAZsgyk4MAgpxLjiEmWiFBCnklZplLSEos4pDyWIpe8T67_qTujv1q0brXRrWk64YpBlHAWcs5_AVZYc6g</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>205732433</pqid></control><display><type>article</type><title>Russian Advertising Attitudes: Reassessing the Two-Factor Model</title><source>EBSCOhost Business Source Complete</source><creator>Wells, Ludmilla Gricenko ; Auken, Stuart Van ; Ritchie, William J</creator><creatorcontrib>Wells, Ludmilla Gricenko ; Auken, Stuart Van ; Ritchie, William J</creatorcontrib><description>This study develops a constructive replication (Lykken, 1968) of the efficacy of the two-factor, attitude toward advertising models in Russia. A confirmation of its validity in a country characterized by value inconsistencies, mistrust, and suspicion as they relate to advertising (Kurpis &amp; Kahle, 2003; vonDorn &amp; Akimova, 1998) will suggest the utility of its measurement in global marketing strategy development and, if validated, will provide a key indicator of the levelness of the "playing field" for global advertisers seeking the Russian market. Basically, an understanding of the similarities and asymmetries in advertising across cultures may help to set the agenda for standardizing or customizing advertising appeals (Maheswaran and Shavitt, 2000). More specifically, the study provides a longitudinal coordinate, which builds on the two-factor attitude toward advertising framework that was utilized to measure Russian orientations (Andrews, Durvasula, &amp; Netemeyer, 1994). Thus, it provides insights as to where Russia has gone with respect to attitudes about advertising and the way that it is conceptualized. It also provides insights into the advertising orientation of subgroups within Russia. The lack of such applications is a major limitation of two-factor attitudinal studies of advertising as all work has involved student area populations supportive of commerce and advertising. Recent research on the two-factory model also suggests the efficacy of subgroup analysis due to the revealed within-country differences found among subjects (Durvasula, Netemeyer, Andrews, &amp; Lysonski, 2006). [PUBLICATION ABSTRACT]</description><identifier>ISSN: 0896-1530</identifier><identifier>EISSN: 1528-7068</identifier><identifier>DOI: 10.1300/J046v20n02_02;copiesareavailablefromHaworthDocumentDeliveryCenter,TheHaworthPress,Inc.,10AliceStreet,Binghamton,NY13904-1580</identifier><language>eng</language><publisher>New York: Taylor &amp; Francis Ltd</publisher><subject>Advertising ; Globalization ; Market strategy ; Studies</subject><ispartof>Journal of international consumer marketing, 2007-10, Vol.20 (2), p.5</ispartof><rights>Copyright Haworth Press, Inc. 2007</rights><lds50>peer_reviewed</lds50><woscitedreferencessubscribed>false</woscitedreferencessubscribed></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><link.rule.ids>314,780,784,27924,27925</link.rule.ids></links><search><creatorcontrib>Wells, Ludmilla Gricenko</creatorcontrib><creatorcontrib>Auken, Stuart Van</creatorcontrib><creatorcontrib>Ritchie, William J</creatorcontrib><title>Russian Advertising Attitudes: Reassessing the Two-Factor Model</title><title>Journal of international consumer marketing</title><description>This study develops a constructive replication (Lykken, 1968) of the efficacy of the two-factor, attitude toward advertising models in Russia. A confirmation of its validity in a country characterized by value inconsistencies, mistrust, and suspicion as they relate to advertising (Kurpis &amp; Kahle, 2003; vonDorn &amp; Akimova, 1998) will suggest the utility of its measurement in global marketing strategy development and, if validated, will provide a key indicator of the levelness of the "playing field" for global advertisers seeking the Russian market. Basically, an understanding of the similarities and asymmetries in advertising across cultures may help to set the agenda for standardizing or customizing advertising appeals (Maheswaran and Shavitt, 2000). More specifically, the study provides a longitudinal coordinate, which builds on the two-factor attitude toward advertising framework that was utilized to measure Russian orientations (Andrews, Durvasula, &amp; Netemeyer, 1994). Thus, it provides insights as to where Russia has gone with respect to attitudes about advertising and the way that it is conceptualized. It also provides insights into the advertising orientation of subgroups within Russia. The lack of such applications is a major limitation of two-factor attitudinal studies of advertising as all work has involved student area populations supportive of commerce and advertising. Recent research on the two-factory model also suggests the efficacy of subgroup analysis due to the revealed within-country differences found among subjects (Durvasula, Netemeyer, Andrews, &amp; Lysonski, 2006). [PUBLICATION ABSTRACT]</description><subject>Advertising</subject><subject>Globalization</subject><subject>Market strategy</subject><subject>Studies</subject><issn>0896-1530</issn><issn>1528-7068</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2007</creationdate><recordtype>article</recordtype><sourceid/><recordid>eNotjV1PwjAYhRujiYj-h8XrDd-2-9QLgyCiwY8AN16RbnvLSsaKbQfx3h_ujFydk5OT5yHkh8KAcoCbFwjjPYMG2ArYXaF3Cq0wKPZC1SKvURq9nYqDNq4a66LdYuPGWKs9mu9R19H4ywqPhw-D1vrPTTHwKQxrVeDCGUTnP6hmXYmt043_9kl5BmFAoxROSI9GLA0SiNNT0oM0i7udwzm5sHYDQBnP0h65n7fWKtF4w7LTOmU7mjd0Trm2RHvrzVFY25n_ZlehtzzoYCIKp433qkusL8mZFLXFq2P2yWLyuBxNg9n70_NoOAvWScIDFqFAyDkPJY1iUTAZsgyk4MAgpxLjiEmWiFBCnklZplLSEos4pDyWIpe8T67_qTujv1q0brXRrWk64YpBlHAWcs5_AVZYc6g</recordid><startdate>20071001</startdate><enddate>20071001</enddate><creator>Wells, Ludmilla Gricenko</creator><creator>Auken, Stuart Van</creator><creator>Ritchie, William J</creator><general>Taylor &amp; Francis Ltd</general><scope/></search><sort><creationdate>20071001</creationdate><title>Russian Advertising Attitudes: Reassessing the Two-Factor Model</title><author>Wells, Ludmilla Gricenko ; Auken, Stuart Van ; Ritchie, William J</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-g773-25eae0b334f156ac2f4290fa3020b1fe652f27a4f0b9ffd8ff1dec64136fabf3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2007</creationdate><topic>Advertising</topic><topic>Globalization</topic><topic>Market strategy</topic><topic>Studies</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Wells, Ludmilla Gricenko</creatorcontrib><creatorcontrib>Auken, Stuart Van</creatorcontrib><creatorcontrib>Ritchie, William J</creatorcontrib><jtitle>Journal of international consumer marketing</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Wells, Ludmilla Gricenko</au><au>Auken, Stuart Van</au><au>Ritchie, William J</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>Russian Advertising Attitudes: Reassessing the Two-Factor Model</atitle><jtitle>Journal of international consumer marketing</jtitle><date>2007-10-01</date><risdate>2007</risdate><volume>20</volume><issue>2</issue><spage>5</spage><pages>5-</pages><issn>0896-1530</issn><eissn>1528-7068</eissn><abstract>This study develops a constructive replication (Lykken, 1968) of the efficacy of the two-factor, attitude toward advertising models in Russia. A confirmation of its validity in a country characterized by value inconsistencies, mistrust, and suspicion as they relate to advertising (Kurpis &amp; Kahle, 2003; vonDorn &amp; Akimova, 1998) will suggest the utility of its measurement in global marketing strategy development and, if validated, will provide a key indicator of the levelness of the "playing field" for global advertisers seeking the Russian market. Basically, an understanding of the similarities and asymmetries in advertising across cultures may help to set the agenda for standardizing or customizing advertising appeals (Maheswaran and Shavitt, 2000). More specifically, the study provides a longitudinal coordinate, which builds on the two-factor attitude toward advertising framework that was utilized to measure Russian orientations (Andrews, Durvasula, &amp; Netemeyer, 1994). Thus, it provides insights as to where Russia has gone with respect to attitudes about advertising and the way that it is conceptualized. It also provides insights into the advertising orientation of subgroups within Russia. The lack of such applications is a major limitation of two-factor attitudinal studies of advertising as all work has involved student area populations supportive of commerce and advertising. Recent research on the two-factory model also suggests the efficacy of subgroup analysis due to the revealed within-country differences found among subjects (Durvasula, Netemeyer, Andrews, &amp; Lysonski, 2006). [PUBLICATION ABSTRACT]</abstract><cop>New York</cop><pub>Taylor &amp; Francis Ltd</pub><doi>10.1300/J046v20n02_02;copiesareavailablefromHaworthDocumentDeliveryCenter,TheHaworthPress,Inc.,10AliceStreet,Binghamton,NY13904-1580</doi></addata></record>
fulltext fulltext
identifier ISSN: 0896-1530
ispartof Journal of international consumer marketing, 2007-10, Vol.20 (2), p.5
issn 0896-1530
1528-7068
language eng
recordid cdi_proquest_journals_205732433
source EBSCOhost Business Source Complete
subjects Advertising
Globalization
Market strategy
Studies
title Russian Advertising Attitudes: Reassessing the Two-Factor Model
url https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2025-01-07T22%3A36%3A49IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-proquest&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=Russian%20Advertising%20Attitudes:%20Reassessing%20the%20Two-Factor%20Model&rft.jtitle=Journal%20of%20international%20consumer%20marketing&rft.au=Wells,%20Ludmilla%20Gricenko&rft.date=2007-10-01&rft.volume=20&rft.issue=2&rft.spage=5&rft.pages=5-&rft.issn=0896-1530&rft.eissn=1528-7068&rft_id=info:doi/10.1300/J046v20n02_02;copiesareavailablefromHaworthDocumentDeliveryCenter,TheHaworthPress,Inc.,10AliceStreet,Binghamton,NY13904-1580&rft_dat=%3Cproquest%3E1430139641%3C/proquest%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=205732433&rft_id=info:pmid/&rfr_iscdi=true