The Impact of Brand Differentiating Messages on the Effectiveness of Korean Advertising

Taylor, Charles R.; Wilson, R. Dale; Miracle, Gordon E.
December 1994
Journal of International Marketing;1994, Vol. 2 Issue 4, p31
Academic Journal
Many U.S. advertisers have long stressed the need to use the advertising message to differentiate a brand from its major competitors. This conventional wisdom has been supported empirically by Stewart and Furse's (1986) study of more than 1,000 television commercials, which found a positive relationship between the presence of a brand differentiating message and advertising effectiveness. The question of whether this important research finding extends cross-culturally to South Korea is investigated in this article. To this end, an experiment was conducted in Seoul using selected commercials from a large content-analyzed database of Korean television advertisements. Results suggest that brand differentiation can be an effective technique for firms advertising in Korea.


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