TY  - CHAP
AB  - Purpose – This chapter presents a framework useful in conducting multicountry marketing and advertising research. For the purpose of illustrating the series of steps involved in conducting such investigations, a six-country study examining global consumer culture positioning (GCCP) is presented. The suggested steps are relevant for the exploration of a wide variety of marketing- and advertising-related topics.Methodology/approach – Steps essential to a well-planned research design are addressed in detail, including: theory identification, stimuli selection, hypotheses formulation, measurement development, country selection, fictitious ad development, survey design, cross-national data equivalence, and hypotheses testing. Particular attention is given to construct specification (in this case for soft-sell and hard-sell advertising appeals) and fictitious ad development. General consumers in six countries responded to the ads. Specific procedures for validating formative constructs and testing their cross-country equivalency are suggested.Findings – The chapter provides practical recommendations for conducting cross-cultural research. These recommendations are likely to prove useful to both researchers conducting multicountry investigations, and to instructors teaching graduate-level courses in international marketing and advertising research.Originality/value of paper – Multicountry research requires a series of challenging decisions. Although a well-planned research design is particularly essential in a cross-cultural setting, little attention has been given in providing researchers and instructors with methodological recommendations. This chapter is intended to be a useful reference for these audiences.
VL  - 22
SN  - 978-1-78052-095-7, 978-1-78052-094-0/1474-7979
DO  - 10.1108/S1474-7979(2011)0000022007
UR  - https://doi.org/10.1108/S1474-7979(2011)0000022007
AU  - Okazaki Shintaro
AU  - Mueller Barbara
AU  - Diehl Sandra
ED  - Marko Sarstedt
ED  - Manfred Schwaiger
ED  - Charles R. Taylor
PY  - 2011
Y1  - 2011/01/01
TI  - A Multicountry Advertising Research Framework: Lessons Learned from Testing Global Consumer Culture Positioning
T2  - Measurement and Research Methods in International Marketing
T3  - Advances in International Marketing
PB  - Emerald Group Publishing Limited
SP  - 73
EP  - 96
Y2  - 2024/05/08
ER  -