Advertising appeals and Malaysian culture norms: Scale content validation

What is it about?

The progress of quantitative measures on advertising appeal and cultural norms is required to allow better comprehensions into the designs of the relationship of advertising appeal interaction with the local culture by considering GLOBE cultural nine dimensions concepts. The intention of the current inquiry is to support in bridging this gap by developing the advertising appeal Scale, a mechanism with the intent to measure the indulgence of local culture between advertising appeal and Malaysian cultural norms.

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Why is it important?

The study offers an indispensable instrument to measure a crucial characteristic of the advertising appeals association with the Malaysian local cultural norms context. Further, the scale provides numerous prospects to assess hypotheses that associate individual interaction with the advertising appeals by evaluating it in his/her local cultural context of mapping the outcomes based on the GLOBE cultural framework.

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