A comparative content analysis of cross-border strategic brand alliance advertisements in Taiwan and the United States
MetadataShow full item record
This study sought to enrich the research in cross-border strategic brand alliance (SBA), an international business practice highly utilized today. In order to spread out the risk of competing in international markets, firms formed alliances with overseas counterparts. However, confusing positioning and inaccuracies in communication in cross-cultural settings reduced the success rate of these partnerships. The content analysis examined cross-border SBA advertisements to shed light on their communicational strategies. Taiwan and the US, representative of inherent cultural values in Eastern and Western countries, served as great research subjects for this comparative study. The findings suggested that cross-border SBA advertisements do not have significantly distinctive communication strategies except for the inherent difference in multi-national characteristics. However, cross-border SBA advertisements in both countries differ from generic advertisements documented in previous studies in terms of information cues, advertising appeals, and general communication strategies. The comparison between cross-border SBA advertisements was reflective of the cultural differences in these cultural contexts. In sum, cross-border SBA advertisements were embedded with stronger cultural distinctiveness and in need of special execution to integrate proper messages.
Showing items related by title, author, creator and subject.
Outhavong, Sounthaly, 1972- (2007-05)As a consequence of global interaction, real time news availability, consumer generated media and content, countries have become increasingly aware of their image internally and internationally. In response to this ...
Examining the rise and role of college athletics as a business : brand management and brand power in Division I intercollegiate athletics Sims, Wade Ryan (2010-12)This paper seeks to examine how major college athletics have grown into a billion dollar industry, and the way businesses, advertisers and the schools themselves can effectively grow their brands. By understanding the ...
Analysis of Facebook message of automobile brands in Korean market : focus on 3 Korean domestic and 5 foreign brands Choi, Kyung Joo (2012-12)With a strong level of engagement through media, social networks expand communication territory in a manner that traditional media lacks the ability to, with the distinctive features of “participation” and “sharing.” With ...