Preferred Appeals as a Reflection of Culture: Mobile Phones Advertising in Vietnam

This study is an initial step to consider whether international brands should create global images or tailor the images to the local culture. Its objective is to explore the preferences of Vietnamese consumers on advertising appeals related to mobile phones and to see if those preferences reflect specific dimensions of the Vietnamese culture. Survey findings indicate that the consumers' preferences for advertising appeals do reflect the Vietnamese culture in power distance, masculinity and uncertainty avoidance. However, appeals related to collectivity and emotionality are less preferred to individuality and rationality, respectively. Differences among subgroups of consumers in terms of gender, age and price segments have also been identified.