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Unlocking the Power of Ads: A Cross-Cultural Examination of Consumers’ Advertising Value Perceptions

2025-01-02Journal article Restricted access
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datacite.subject.fosCiências Sociais
datacite.subject.sdg12:Produção e Consumo Sustentáveis
dc.contributor.authorCrespo, Cátia Fernandes
dc.contributor.authorFerreira, Alcina Gaspar
dc.contributor.authorRibeiro, Fábio Matos
dc.contributor.authorAlshevskaya, Tatiana
dc.date.accessioned2025-12-04T09:48:28Z
dc.date.available2025-12-04T09:48:28Z
dc.date.issued2025-01-02
dc.description.abstractThe field of advertising has attracted significant interest from researchers. However, although previous studies suggest that attitudes and behavioral responses to advertising diverge across cultures, cross-cultural research to assess disparities in consumer behavior as a result of the perceived value of advertising is considered to be scarce. Building on the advertising value model and on the Stimulus-Organism-Response (SOR) framework, this study aims to explore cross-cultural similarities and differences in the consumers’ perceptions of the advertising value. We investigate the impact of informativeness, entertainment, credibility, and favorable predisposition toward advertising on the perceived value of an ad, and how this factor, in turn, influences brand image, word-of-mouth, and purchase intention across markets. Data were collected through an online survey addressed to two markets: Belarus and Portugal. A total of 293 valid answers were obtained, 155 from Belarus and 138 from Portugal. Data were analyzed using partial least squares structural equation modeling. Findings indicate that credibility and favorable predisposition toward advertising leverage the perceived value of an ad in both markets. However, results show that informativeness enhances the perceived value of an ad only in the Belarusian market, while entertainment has a significant positive influence only in the Portuguese market. Across both markets, the perceived value of advertising enhances brand image, which subsequently leverages word-of-mouth and purchase intention.eng
dc.description.sponsorshipThis work was supported by National Funds of the FCT Portuguese Foundation for Science and Technology within the project UIDB/04928/2020.
dc.identifier.citationCrespo, C. F., Ferreira, A. G., Ribeiro, F. M., & Alshevskaya, T. (2025). Unlocking the Power of Ads: A Cross-Cultural Examination of Consumers’ Advertising Value Perceptions. Journal of International Consumer Marketing, 37(4), 328-349.
dc.identifier.doi10.1080/08961530.2024.2447720
dc.identifier.issn0896-1530
dc.identifier.issn1528-7068
dc.identifier.urihttp://hdl.handle.net/10400.8/14834
dc.language.isoeng
dc.peerreviewedyes
dc.publisherTaylor and Francis
dc.relationCentre of Applied Research in Management and Economics
dc.relation.hasversionhttps://www.tandfonline.com/doi/full/10.1080/08961530.2024.2447720?src=exp-la
dc.relation.ispartofJournal of International Consumer Marketing
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/
dc.subjectPerceived value of advertising
dc.subjectinformativeness
dc.subjectentertainment
dc.subjectcredibility
dc.subjectbrand image
dc.subjectword-of-mouth
dc.subjectpurchase intention
dc.titleUnlocking the Power of Ads: A Cross-Cultural Examination of Consumers’ Advertising Value Perceptionseng
dc.typejournal article
dspace.entity.typePublication
oaire.awardTitleCentre of Applied Research in Management and Economics
oaire.awardURIinfo:eu-repo/grantAgreement/FCT/6817 - DCRRNI ID/UIDB%2F04928%2F2020/PT
oaire.citation.endPage349
oaire.citation.issue4
oaire.citation.startPage328
oaire.citation.titleJournal of International Consumer Marketing
oaire.citation.volume37
oaire.fundingStream6817 - DCRRNI ID
oaire.versionhttp://purl.org/coar/version/c_970fb48d4fbd8a85
person.familyNameCrespo
person.familyNameGaspar Ferreira
person.familyNameMatos Ribeiro
person.givenNameCátia Fernandes
person.givenNameAlcina
person.givenNameFábio Alexandre
person.identifier.ciencia-id0615-6420-EC94
person.identifier.ciencia-id5415-BCD1-7FF1
person.identifier.ciencia-idF41A-F3FA-1C32
person.identifier.orcid0000-0003-2886-7370
person.identifier.orcid0000-0002-5119-5827
person.identifier.orcid0009-0009-0682-6069
person.identifier.scopus-author-id56072058400
project.funder.identifierhttp://doi.org/10.13039/501100001871
project.funder.nameFundação para a Ciência e a Tecnologia
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relation.isAuthorOfPublication.latestForDiscovery99788e3e-3e04-4f90-a511-7ee6c6f2dd78
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