文化認同下異國形象廣告效果之探討－以哈日風潮為例

The Effect of Exotic Advertising Based on Cultural Identity: The Case of Japanese Fever in Taiwan

黃吉村(Chi-Tsun Huang) ； 劉宗其(Tsung-Chi Liu)

《中山管理評論》 13卷2期 (2005/06) Pp. 417-449

摘要

隨全球化趨勢與資訊科技的無遠弗屆，經由跨國性媒體傳播所引起異國文化的流動逐漸成為常態，也形塑了一群群的「想像社群」。這些社群分享相近的異國文化認同與生活型態，因此很自然地成為廠商行銷活動的目標市場，以異國風情、語言、人物及符號象徵為表現主題的異國形象廣告乃應運而生。本研究以台灣的哈日風潮為例，從文化認同、廣告中介效果與品牌態度的結構關係模式，探究異國形象廣告的效果。研究結果顯示，針對該異國文化擁有高度認同的目標市場，採用異國形象廣告策略的確能強化品牌態度。此一研究結果可提供在地企業引用外國文化於國內進行區隔行銷策略，以及提供跨國企業採取國際行銷策略時之用。

關鍵字

文化認同 ； 廣告 ； 品牌 ； 國際行銷 ； 結構關係模式

並列摘要

Along with the globalization process and the widespread of transnational media, some cultural powers give birth to their ”imagined communities” overseas. The fever of favor-Japan, favor-Korea, or favor-China in Taiwan is a good example. Taking the advantage of the fever, many visionary enterprises view the members of these imagined communities who share the similar foreign cultural identity and life styles, as their target markets and develop specific marketing programs for them. Exotic advertising is in this fashion. This study investigates the effect of exotic commercials on the brand attitude with a structural equation model representing the relationship among the cultural identity, exotic advertising attitude, and brand attitude. The results suggest that exotic advertising should be manipulated to target the audience who shares the same cultural identity of the specific foreign culture. This exotic advertising strategy is not only beneficial for the multinational companies to adopt it in international marketing, but also suitable for local firms, by associating their brands with the foreign culture to attract their domestic target markets.

並列關鍵字

cultural identity ； advertising ； brand ； international marketing ； structural equation model SEM