On the cross-national generalisability and equivalence of advertising response scales developed in the USA

Abstract

In this rapidly globalising world economy, cross-cultural research and knowledge about how consumers in different countries perceive television advertising is particularly relevant and important. If consumers from different cultures perceive advertising in a similar manner, then the market may be responsive to standardised advertising campaigns as well as standardised copy-testing designs. In this study, we investigate viewer responses to two global advertising campaigns by administering four advertising response scales in six countries: Australia, England, Hong Kong, Malaysia, Singapore and the USA. Multi-sample structural equation modelling is conducted on data from these six samples. Results indicate equivalence of the four scales across the countries investigated, with the exception of the USA. Managerial implications are considered, limitations noted and suggestions for future research provided.