Liquor plays an important role to ease tension in Chinese lives. When people hold parties or social events with their friends and relatives, liquor can often represent joyfulness and tact, and which led to many special cultures like toast, cheers, and drinking like a fish. If a new product wants to successfully enter a foreign market, it must be understand the local consumer¡¦s behavior and usage habit to satisfy their needs. Hence, this research study will base on Taiwanese national cultures to recognize the relation between national cultures and the effective of advertisements.
This research study is using personal interviews and questionnaire surveys as its research methodologies. Based on five different liquor representational advertisements, this research study is focusing on consumers¡¦ perceptions and effectiveness of the foreign liquor advertisements in terms of the national culture. The results are as follows: First, in Taiwanese culture, the liquor advertisement under our national cultural should be approaching Taiwanese Power Distance Index, Medium Individualism, and high Masculinity Index. Second, the interference factors, such as noises, are easily to affect an advertisement¡¦s effectiveness result. Third, there are partial significant differences in terms of foreign liquor advertisements by different gender. Lastly, this research study will propose the managerial implications and suggestions for future research directions.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-1106109-110804 |
| Date | 06 November 2009 |
| Creators | Cho, Cheng-yao |
| Contributors | Min-Hsin Huang, Kuang S. Yeh, Pei-how Huang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-1106109-110804 |
| Rights | withheld, Copyright information available at source archive |
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