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- W1607697352 abstract "Chinese mobile phone industry has experienced rapid growth since its first appearance in the late 1980s. In 2012, its users have exceeded 1 billion which accounts about 16.4% of the world’ mobile phone users. There are about 50 mobile phone brands competing in China. In such competitive market, advertising can be one of the most essential marketing strategies for a firm to differentiate from its competitors. This research focus on the study on the advertising strategy and aims to empirically test the influence of the nationality of the advertising model, country of origin of the brand, and the type of advertising appeal on the advertising effect. More specifically, this looks at the effect of the advertising model’s nationality (foreign nationals vs. local advertising model), brand country of origin (foreign brand vs. local brand), and type of advertising appeal (affective appeal vs. rational appeal) on the attitude towards advertising and brand, and purchase intention. The study tested 320 Chinese university students comparing two brands (Samsung for foreign brand vs. Renovo for local brand) with total of 8 different advertisement. The result shows that Chinese respondents prefers Korean brand and Korean models over Chinese brand and models. For rational advertising appeals, the respondents have shown more positive impact of Korean model on the brand attitude. In affective appeals, the respondents showed stronger intention to purchase Korean brand." @default.
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- W1607697352 date "2014-08-01" @default.
- W1607697352 modified "2023-09-23" @default.
- W1607697352 title "Advertising Strategy for Chinese Mobile Phone Market" @default.
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