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  • 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)
    Cherrier, Helene
    Year published
    2011
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    Abstract
    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 ...
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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.
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    Journal Title
    Journal of Global Marketing
    Volume
    24
    Issue
    5
    DOI
    https://doi.org/10.1080/08911762.2011.634328
    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
    Publication URI
    http://hdl.handle.net/10072/44613
    Collection
    • Journal articles

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