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International Journal of Advertising
The Review of Marketing Communications
Volume 36, 2017 - Issue 2
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Original Articles

The moderating effect of self-esteem on consumer responses to global positioning in advertising

Sunkyu JunSchool of Business, Sungkyunkwan University, 53 Myeongnyun-dong 3-ga, Jongno-gu, Seoul, Korea110-745View further author information
,
Yoojeong JeongCollege of ICT Engineering, Chung-Ang University, >84 Heukseok-Ro, Dongjak-gu, Seoul, Korea156-756View further author information
,
James W. GentryCollege of Business Administration, University of Nebraska-Lincoln, Lincoln, NE68588-0492, USACorrespondence[email protected]
View further author information
&
Yong J. HyunGraduate School of Management, Korea Advanced Institute of Science and Technology, 207-43 Cheongryangri-dong, Dongdaemun-gu, Seoul, Korea130-012View further author information
Pages 272-292 | Received 06 Oct 2014, Accepted 11 Sep 2015, Published online: 19 Oct 2015

Citations (13)

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Read on this site (3)

Reza Fazli-Salehi, Ivonne M. Torres, Rozbeh Madadi & Miguel Ángel Zúñiga. (2021) The Role of Self-Construal and Competitiveness in Consumers’ Self-Brand Connection with Domestic vs. Foreign Brands. Journal of International Consumer Marketing 33:3, pages 319-337.
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Tae Ho Song, Sang Yong Kim, Ho Kim & Jin Won Lee. (2019) Rival-benefiting effect of advertising: experimental extension and empirical investigation. International Journal of Advertising 38:4, pages 603-627.
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Charles R. Taylor. (2018) Global Consumer Culture and Advertising Research. International Journal of Advertising 37:4, pages 505-507.
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Articles from other publishers (10)

Petra Riefler & Adamantios Diamantopoulos. 2024. Key Developments in International Marketing. Key Developments in International Marketing 347 368 .
Yu Luo, Xiangcai He, Jiarong Zhou, Yu Zhang, Xinxin Ma & Weixing Zou. (2021) Internet altruistic behavior and self-consistency and congruence among college students: A moderated mediation model of self-efficacy and self-esteem. Current Psychology 42:6, pages 4830-4841.
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Dinko Jukić. (2023) Time to say goodbye: A neuromarketing perspective. Media & Marketing Identity, pages 175-183.
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Cher-Min Fong, Ming-Hung Shu, Chao-Cheng Chung, Tung-Lin Tsai, I-Sheng Sun, Hui-Wen Wang & Pei-Chun Hsieh. (2021) Monolingual Consumers’ Reactions in Cyber Market to GCCP, FCCP, and LCCP Ad Appeals in Taiwan. Journal of Intelligent & Fuzzy Systems 40:4, pages 8623-8637.
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C. Min Han. (2020) Assessing the predictive validity of perceived globalness and country of origin of foreign brands in quality judgments among consumers in emerging markets. Journal of Consumer Behaviour 19:5, pages 463-480.
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Reza Fazli-Salehi, Ivonne M. Torres, Rozbeh Madadi & Miguel Ángel Zúñiga. (2020) Is country affinity applicable for domestic brands? The role of nation sentiment on consumers' self-brand connection with domestic vs foreign brands. Asia Pacific Journal of Marketing and Logistics 33:3, pages 731-754.
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C. Min Han & Hyojin Nam. (2019) How inter-country similarities moderate the effects of consumer ethnocentrism and cosmopolitanism in out-group country perceptions. International Marketing Review 37:1, pages 130-155.
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Bashar S. Gammoh, Anthony C. Koh & Sam C. Okoroafo. (2019) Positioning strategies of high-tech products: cross-cultural moderating effects of ethnocentrism and cultural openness. Journal of Product & Brand Management 29:3, pages 369-385.
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Ayca Oralkan. 2019. Handbook of Research on Narrative Advertising. Handbook of Research on Narrative Advertising 322 332 .
Juan Miguel Alcántara-Pilar, Ivan Manuel Sánchez-Duarte, Mª Eugenia Rodríguez-López & Álvaro J. Rojas-Lamorena. 2019. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes. The Role of Language and Symbols in Promotional Strategies and Marketing Schemes 126 143 .

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