Papers by Barbara Czarnecka
This comparative study attempts to gain a better understanding of how to target the older Europea... more This comparative study attempts to gain a better understanding of how to target the older European consumers and, more precisely which advertising appeals are most effective amongst the older consumers of Poland, Hungary, Ireland and the UK. In an experiment, older (N=93) and younger (N=275) consumers were exposed to a set of nine advertisements that showed a range of appeals. The results showed that advertisers could standardise certain appeals across the two age groups because, despite differences, older and younger consumers evaluated the appeals in similar ways.
Proceedings, 14th EAA International Conference on Research in Advertising, 2-4 July, 2015, Birkbeck University of London, London, UK. , Jul 3, 2015
Journal of Customer Behaviour, Jun 1, 2013
The objective of this study was to examine the proposition frequently noted in the extant literat... more The objective of this study was to examine the proposition frequently noted in the extant literature that food advertising is culture-bound. Print advertisements for food, from Poland, Ireland and England, were content-analysed using Pollay's (1983) value appeals, linked to GLOBE (Global Leadership and Organizational Behavior Effectiveness) dimensions. Data analysis revealed that there were both differences and similarities in value appeals usage; however, these variations could not be related to, or explained with, cultural dimensions. These results contradict the proposition that food advertising is one of the most culture-bound forms of advertising. They suggest that advertisers seldom use culturally congruent appeals in food advertisements. Further research is needed to determine how these differences and similarities may be explained.
15th Cross-Cultural Research Conference, Guatemala, December 8-11, 2013. , Dec 8, 2013
This study proposes a framework of advertising appeals which could be used to express global cons... more This study proposes a framework of advertising appeals which could be used to express global consumer culture positioning (GCCP) strategy in advertising. The paper examined the use of such appeals in print advertising by comparing 847 advertisements for durable and non-durable goods from four European countries: Poland, Hungary, Ireland, and the UK. Results revealed that contrary to the expectations, GCCP appeals were more often used in advertisements for non-durable goods than durable goods. The study on the other hand confirmed the expectation that GCCP appeals would be more frequently used in advertising in less developed markets than in more developed markets. The proposed framework of GCCP appeals may be useful to practitioners wishing to use this positioning strategy.
9th Annual Global Brand Conference, Apr 9, 2014
Focusing on the linkage between national culture, advertising content and effectiveness in Poland... more Focusing on the linkage between national culture, advertising content and effectiveness in Poland, Hungary and England, the paper assesses the extent to which culturally congruent value appeals in advertising are used, and the relationship between the usage and effectiveness of these appeals. The GLOBE study was used as the theoretical framework for cultural values. Content analysis of advertisements was employed to examine the presence of appeals. An online questionnaire was used to test the effectiveness of the appeals. It was found that advertisers seldom used culturally congruent appeals and that GLOBE offers limited predictive value with respect to advertising content. In addition, the correlations between value appeal usage and advertising effectiveness were small and insignificant. The results suggest that the concept of national culture may be of less relevance than previously suggested in global advertising.
Journal of Advertising Research, 2008
This article reviews the intentions and assumptions underlying calls for greater regulation of nu... more This article reviews the intentions and assumptions underlying calls for greater regulation of nutrition and health claims in food advertising and examines the likely impact of new European regulations on health-related claims. After providing a review of the literature concerning regulatory effectiveness and on nutritional and health-related claims in advertising, we present a qualitative analysis of television advertisements aired on British television using a coding framework based on recently approved European Union ...
Books by Barbara Czarnecka
Ongoing Research by Barbara Czarnecka
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Papers by Barbara Czarnecka
Books by Barbara Czarnecka
Ongoing Research by Barbara Czarnecka