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跨文化广告沟通：视觉形象、品牌熟悉度与品牌回想度.rar
跨文化广告沟通：视觉形象、品牌熟悉度与品牌回想度（Cross-cultural advertising communication:Visual imagery,brand familiarity,and brand recall）
Journal of Business Research 62(2009)931–938
Andrey Mikhailitchenko, Rajshekhar(Raj)G.Javalgi, Galina Mikhailitchenko, Michel Laroche
The focus of this paper is to address the issue of visual imagery in cross-cultural consumer research. The authors investigate the relationship between visual imagery, brand familiarity, and brand claim recall in two distinct cultural environments—the U.S. and Russia. The paper consists of two studies that explored imagery potency from the point of view of memory-evoking effects. The results suggest that image-intensive tools generate different returns depending on the level of brand familiarity and cultural media. The research findings may be of interest to marketing scholars studying cross-cultural consumer behavior as well as to practitioners operating in international advertising and global brand building.本文的重点是解决视觉形象在跨文化消费研究的这一问题，作者研究了在两种截然不同的文化（如美国和俄罗斯）背景下视觉影像与品牌熟悉度以及品牌回想度之间的关系，这篇文章从记忆唤醒效应角度研究了意象效力。结果表明，依靠品牌熟悉和文化传媒，影像加强器产生了不同的效果。这个研究结果可能使得市场营销学者对跨文化消费行为以及国际广告和品牌全球化等方面的研究特别感兴趣。
[阳民提请注意]：
Brand Recall is the extent to which a brand name is recalled as a member of a brand, product or service class, as distinct from brand recognition.
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