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The concept of the globalization always remains under criticism in advertising
literature based on its outcomes like misperception about the identity of women.
By considering the emerging phenomenon of globalization in advertising, this
study uses the strategy of culture nurturing for examining the advertisements. In
this way, this study proposes a new approach to advertising analysis by
reconsidering issues related to the presentation of the women which is a sensitive
issue in a country like Pakistan. Thus, this study proposes a new model to examine
the effects of the cultural gender role orientation on advertising intrusiveness and
them oderating effect of self-referencing in this link. The study uses the
experimental design 3 (Cultural gender role orientation: Local vs. Glocal vs.
Global) X 3 (advertisement: Local vs. Glocal vs. Global) factorial post-test to
verify this model on a sample of 150 females. Results reveal that the cultural
gender role orientation among women significantly effects the level of the
advertising intrusiveness. Further, results suggested that the self-referencing
moderates this relationship significantly in all three conditions.
Syed Hassan Raza, Sajid Mehmood Awan, Moneeba Iftikhar. (2018) Effect of the Cultural Gender Role Orientation on Advertising Intrusiveness and the Moderating effect of Selfreferencing: An Experimental Study, Journal of the Research Society of Pakistan, Volume 55, Issue 1.
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