Can Sentiment Toward Advertising Explain Materialism and Vanity in the Globalization Era? Evidence From Dubai

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Author(s)
Mady, Tarek
Cherrier, Helene
Lee, Dennis
Rahman, Kaleel
Griffith University Author(s)
Year published
2011
Metadata
Show full item recordAbstract
This report presents the first study to address sentiment toward advertising, materialism, and vanity in the globalized city of Dubai. A conceptual model is developed and subsequent hypotheses are tested via structural equation modeling. The main research findings suggest that consumers in Dubai exhibit positive perceptions of advertising as well as higher levels of materialism and vanity. Sentiment toward advertising is found to positively influence materialism levels, while materialism strongly influences views, concern for physical appearance, and personal achievement. Sentiment toward advertising, however, has no direct ...
View more >This report presents the first study to address sentiment toward advertising, materialism, and vanity in the globalized city of Dubai. A conceptual model is developed and subsequent hypotheses are tested via structural equation modeling. The main research findings suggest that consumers in Dubai exhibit positive perceptions of advertising as well as higher levels of materialism and vanity. Sentiment toward advertising is found to positively influence materialism levels, while materialism strongly influences views, concern for physical appearance, and personal achievement. Sentiment toward advertising, however, has no direct effect on any vanity trait, suggesting that vanity is more an internal personal trait.
View less >
View more >This report presents the first study to address sentiment toward advertising, materialism, and vanity in the globalized city of Dubai. A conceptual model is developed and subsequent hypotheses are tested via structural equation modeling. The main research findings suggest that consumers in Dubai exhibit positive perceptions of advertising as well as higher levels of materialism and vanity. Sentiment toward advertising is found to positively influence materialism levels, while materialism strongly influences views, concern for physical appearance, and personal achievement. Sentiment toward advertising, however, has no direct effect on any vanity trait, suggesting that vanity is more an internal personal trait.
View less >
Journal Title
Journal of Global Marketing
Volume
24
Issue
5
Copyright Statement
© 2011 Taylor & Francis. This is the author-manuscript version of this paper. Reproduced in accordance with the copyright policy of the publisher. Please refer to the journal website for access to the definitive, published version.
Subject
Marketing Theory
Marketing