Unlocking the Power of Ads: A Cross-Cultural Examination of Consumers’ Advertising Value Perceptions

Abstract

The field of advertising has attracted significant interest from researchers. However, although previous studies suggest that attitudes and behavioral responses to advertising diverge across cultures, cross-cultural research to assess disparities in consumer behavior as a result of the perceived value of advertising is considered to be scarce. Building on the advertising value model and on the Stimulus-Organism-Response (SOR) framework, this study aims to explore cross-cultural similarities and differences in the consumers’ perceptions of the advertising value. We investigate the impact of informativeness, entertainment, credibility, and favorable predisposition toward advertising on the perceived value of an ad, and how this factor, in turn, influences brand image, word-of-mouth, and purchase intention across markets. Data were collected through an online survey addressed to two markets: Belarus and Portugal. A total of 293 valid answers were obtained, 155 from Belarus and 138 from Portugal. Data were analyzed using partial least squares structural equation modeling. Findings indicate that credibility and favorable predisposition toward advertising leverage the perceived value of an ad in both markets. However, results show that informativeness enhances the perceived value of an ad only in the Belarusian market, while entertainment has a significant positive influence only in the Portuguese market. Across both markets, the perceived value of advertising enhances brand image, which subsequently leverages word-of-mouth and purchase intention.