Monolingual Consumers’ Reactions in Cyber Market to GCCP, FCCP, and LCCP Ad Appeals in Taiwan

Issue title: Ethical Computational Intelligence for Cyber Market

Guest editors: Oscar Sanjuán Martínez, Giuseppe Fenza and Ruben Gonzalez Crespo

Article type: Research Article

Authors: Fong, Cher-Min^a | Shu, Ming-Hung^{b; d} | Chung, Chao-Cheng^c | Tsai, Tung-Lin^a | Sun, I-Sheng^{b; *} | Wang, Hui-Wen^a | Hsieh, Pei-Chun^a

Affiliations: [a] Department of Business Management, National Sun Yat-Sen University, Kaohsiung, Taiwan, R.O.C | [b] Department of Industrial Engineering and Management, National Kaohsiung University of Science and Technology, Kaohsiung City, Taiwan | [c] Department of Tourism Management, Tajen University, Yanpu Township, Pingtung County, Taiwan, R.O.C | [d] Department of Healthcare Administration and Medical Informatics, Kaohsiung Medical University, Kaohsiung City, Taiwan

Correspondence: [*] Corresponding author. I-Sheng Sun, Department of Industrial Engineering and Management, National Kaohsiung University of Science and Technology, Kaohsiung City, 80778, Taiwan. E-mail: [email protected].

Abstract: This study takes the product ethnicity perspective to investigate how monolingual Taiwanese consumers respond to products from developed countries when the consumer culture positioning (CCP) is global versus foreign versus local. Our experiment has a 2 (high vs. low fit of product ethnicity) × 3 (global vs. foreign vs. local ad appeal) design. Two mediating mechanisms are introduced to explain how ad fluency and brand information credibility impact ad effectiveness. These findings provide insights regarding the impact of a product’s country of origin and have implications for international marketing and advertising strategies.

Keywords: Ad credibility, brand information credibility, code-switching ad, international advertising, monolingual, Taiwan

DOI: 10.3233/JIFS-189681

Journal: Journal of Intelligent & Fuzzy Systems, vol. 40, no. 4, pp. 8623-8637, 2021