Experimental Research: The Country of Origin Effects on Advertising

Abstract

With the intensification of globalization, closing trade links between countries, and the country of origin is an inevitable factor in the process of promoting products. In this paper, we design the inter-group experimental of 2 (Chinese products, stateless products) × 2 (Chinese advertising model, stateless advertising model), to study the effect of nationality on advertising. The experimental research found that the country of origin product and the nationality of the advertising model have an interaction effect on the advertising effect; when the country of origin product does not match the nationality of the advertising model, the advertising effect is better. That is to say, if there is an inconsistency in the matching of Chinese product nationality information and stateless advertising models, it will have a greater impact on the effectiveness of advertising than the match situation.



Author Information
Xianglin Su, Shenzhen University, China

Paper Information
Conference: MediAsia2019
Stream: Advertising

This paper is part of the MediAsia2019 Conference Proceedings (View)
Full Paper
View / Download the full paper in a new tab/window

Video Presentation

Posted by amp21