Can Sentiment Toward Advertising Explain Materialism and Vanity in the Globalization Era? Evidence From Dubai
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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.
Journal of Global Marketing
© 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.