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Cross Cultural Differences in Advertising Strategy for Sports Product

문화적 특성에 따른 스포츠상품의 광고전략 차이

  • 이준엽 (경희사이버대학교 e-비즈니스학과)
  • Published : 2009.04.28

Abstract

Cultural characteristics of a country can affect consumers' buying behaviors. So global companies should think about cultural characteristics of the country that they want do marketing activities. Especially it is very important in sports product marketing because it is closely related with cultural characteristics of the country. This study examines relations between cultural characteristics and advertising strategy for sports product among Korea, England and France. I used content analysis method for this study. I found that Korea and France have similar cultural characteristics and advertising strategy for sports product but England has different cultural characteristics and advertising strategy for sports product. sense of community effect to community identification and community loyalty. Satisfaction of need, Emotional advertising strategy is mostly used in Korea and France. But rational advertising strategy is mostly used in England.

Keywords

Advertising Strategy;Cultural Characteristics;Sports Product;Globalization

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