Cultural values in financial services advertising: A cross-cultural study of magazine ads in the USA and Korea

Young A. Song, Hongmin Ahn, Yongjun Sung

    Research output: Contribution to journalArticlepeer-review

    13 Citations (Scopus)

    Abstract

    Purpose - This paper aims to examine whether culture impacts the execution of financial services advertising (FSA). Specifically, this study investigates how cultural values are reflected in FSA by comparing magazine ads in the USA and Korea. Design/methodology/approach - This study analyzed the content of a total of 1,889 (USA = 1,486; Korea = 403) FSA in print business/news magazines from 2005 to 2009. Findings - The finding of this study showed significant cultural differences of FSA in terms of collectivism, high and low cultural contexts, human models/celebrity presence and time orientation between the USA and Korea. However, the difference in individualistic cues between the USA and Korea was not significant. Research limitations/implications - Using the integration of multiple cultural frameworks will better explain cultural differences reflected in marketing communication in the financial services (FS) sector. Future research is needed to generalize how such frameworks are reflected in different settings, such as different media or different countries. Practical implications - The findings of this study suggest that FSA reflect cultural values, providing further implications for FS companies targeting the global market. Originality/value - This study extends the understanding of impact of cultural values on advertising by exploring the FS industry.

    Original languageEnglish
    Pages (from-to)349-360
    Number of pages12
    JournalJournal of Services Marketing
    Volume28
    Issue number5
    DOIs
    Publication statusPublished - 2014 Aug 5

    Bibliographical note

    Publisher Copyright:
    © Emerald Group Publishing Limited.

    Keywords

    • Advertising
    • Cross-cultural marketing management
    • Cross-cultural studies
    • Financial services

    ASJC Scopus subject areas

    • Marketing

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