Title: The impact of culture in TV advertising behaviour: an exploratory study in Southeast Asia

Authors: Demetris Vrontis, Andriani Susanti, Ioanna Papasolomou

Addresses: School of Business, University of Nicosia, Cyprus, 46 Makedonitissas Avenue, PO Box 24005, 1700 Nicosia, Cyprus. ' INTI College Indonesia, Jl. Arjuna Utara No 35, Duri Kepa, Jakarta Barat, Indonesia. ' Marketing Department, School of Business, University of Nicosia, Cyprus, 46 Makedonitissas Avenue, PO Box 24005, 1700 Nicosia, Cyprus

Abstract: With the growth of globalisation, marketing activities are bound to become more complex, as they are significantly influenced by environmental factors that differ from one country to another. These factors, and especially culture, create opportunities and threats to multinational companies| behaviour in relation to TV advertising in different markets. This study investigates cultural diversity in Southeast Asia and its influence on TV advertising behaviour adopted by multinational companies operating in the region. A deductive approach to study was undertaken, supported by secondary and primary data, using e-mail questionnaires sent to 150 multinational companies operating in Southeast Asian countries. This study identified that the influence of culture on TV advertising effectiveness is very profound. Interestingly among the cultural elements, language and religious differences seem to greatly affect the decision on the degree of adaptation and standardisation of advertising in Southeast Asian countries.

Keywords: culture; cultural influence; marketing; TV advertising; television advertising; Southeast Asia; multinational corporations; MNCs.

DOI: 10.1504/JGBA.2008.019939

Journal for Global Business Advancement, 2008 Vol.1 No.4, pp.422 - 432

Published online: 16 Aug 2008 *

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