英文摘要 |
Along with the globalization process and the widespread of transnational media, some cultural powers give birth to their “imagined communities” overseas. The fever of favor-Japan, favor-Korea, or favor-China in Taiwan is a good example. Taking the advantage of the fever, many visionary enterprises view the members of these imagined communities who share the similar foreign cultural identity and life styles, as their target markets and develop specific marketing programs for them. Exotic advertising is in this fashion. This study investigates the effect of exotic commercials on the brand attitude with a structural equation model representing the relationship among the cultural identity, exotic advertising attitude, and brand attitude. The results suggest that exotic advertising should be manipulated to target the audience who shares the same cultural identity of the specific foreign culture. This exotic advertising strategy is not only beneficial for the multinational companies to adopt it in international marketing, but also suitable for local firms, by associating their brands with the foreign culture to attract their domestic target markets. |