Liyong Wang | Otaru University of Commerce (original) (raw)
Papers by Liyong Wang
S. Rosengren, M. Dahlén, and S. Okazaki (Eds.), Advances in Advertising Research (Vol. IV). Berlin, Germany, pp. 245-259, 2013
Proceedings of the 12th International Conference on Research in Advertising (ICORIA), Zagreb, Croatia, s.l. (12 pages), Jun 2013
A content analysis of 1439 Chinese commercials reveals that 68% of the sample contains at least o... more A content analysis of 1439 Chinese commercials reveals that 68% of the sample contains at least one information cue whereas the average number of cues per commercial is 1.2. These findings contradict the prediction in previous research that the level of informativeness in Chinese advertising would continue to decline. “Performance”, “Availability”, “Components”, and “Quality” are the most frequently used information cues. Results show that informativeness of commercials differs across product categories and that commercials for durable goods employ more information cues than those for non-durable goods. Findings of this study have theoretical, methodological and managerial implications.
『日本商業学会 第63回全国研究大会報告要旨』、pp.157-169. [Proceedings of the Japan Society of Marketing and Distribution 63rd Annual Conference], pp. 157-169], May 2013
Purpose: The purpose of the current study is to address the dearth of extant studies on tourist- ... more Purpose: The purpose of the current study is to address the dearth of extant studies on tourist- tourist interactions and to further explore tourist perception of and interaction with other ‘stranger’ travelers of the same (in-group) and other (out-group) nationalities and how this influences evaluation of the tourist experience.
Method and Data: We conducted a study in a Japanese ski-resort that is also popular among Western and Asian tourists. We collected 266 valid responses from visitors from Australia (151) and Japan (115) to a questionnaire containing open-ended questions about salient aspects of the tourism experience at the resort. We use content analysis to allow us to perform statistical analysis of differences between the two samples. In addition, we present representative transcript quotes on tourist-tourist interactions for qualitative interpretation.
Findings: Tourists are keenly aware of the presence of other ‘stranger’ tourists, both those of the same and of different nationalities. More than 44 percent of the Japanese respondents mentioned the large number of foreign tourists. Among Australian skiers 13 percent mentioned the presence of other Australians as salient or unexpected, while 11 percent viewed it as negative. Japanese mentioned out-group tourists more often, whereas Australians mentioned in-group tourists more often. Differences were statistically significant.
Key Contributions: The study shows how in- and out-group perceptions in tourist-tourist interaction influence satisfaction. It builds upon the research on interactions with and perceptions of in-group and out-group tourists among Japanese and Western tourists, and expands it to a different tourism destination and activity. The study sheds additional light on the subject of tourist-tourist interaction and the dynamics involved in attracting multiple cross- national customer segments. It shows that perceived incompatibility and numerical imbalance among segments affects the satisfaction with the tourism experience in the destination among members of other geographic segments. It also provides managerial implications regarding the importance of balancing the geographic customer mix.
Proceedings of the 2012 International Conference on Research in Advertising (ICORIA), June 28-30, Stockholm School of Economics, Stockholm, Sweden, s.l. (11 pages), Jun 2012
This study explored the cultural values reflected in automobile commercials in China. A content a... more This study explored the cultural values reflected in automobile commercials in China. A content analysis revealed that the five dominant cultural values are quality, modernity, effectiveness, enjoyment, and technology. The biggest differences in use of values were found between Chinese domestic brands and European brands, whereas differences between Chinese, U.S., and Japanese brands were less pronounced. This indicates that advertising for U.S. and Japanese automobiles was more adapted to China's culture and market characteristics. In addition, price category strongly influences the use of cultural values. Confirming the results of previous studies, symbolic values were more frequently used than utilitarian values.
Formulation of an appropriate advertising creative strategy is crucial for any successful adverti... more Formulation of an appropriate advertising creative strategy is crucial for any successful advertising campaign (Ramaprasad and Hasegawa, 1992) to the extent that some researchers have called it ‘perhaps’ the most important marketing decision for many consumer goods marketers (Frazer, 1983) and one of the most important decisions for advertising creatives (Belch and Belch, 1990, p. 458; Clow et al., 2002). Frazer (1983) defines creative strategy as ‘a policy or guiding principle which specifies the general nature and character of messages to be designed’ (p.36). Some authors distinguish between creative (or message) ‘strategy’ (what the message will communicate) and creative ‘tactics’ (how the message strategy will be executed), (e.g., Frazer, 1983; Ramaprasad and Hasegawa, 1992; Taylor, 1999; Belch and Belch, 2007). Others contend that creative strategy incorporates both message strategy and execution format (e.g., Ray, 1982; Laskey et al., 1989; Arens et al., 2008, p. 257). While it is necessary to conceptually and theoretically distinguish between message strategy and tactics, it is of course important for advertising practitioners and researchers to consider both the strategy and tactics of ad campaigns. In order to assist planning, development, and analysis of creative (or message) strategy and tactics, researchers have developed a number of classification typologies. However, because typologies that include both message strategy and tactics would become unwieldy and be of little practical value, most creative strategy typologies focus on messages rather than on executional tactics (Laskey et al., 1989). Accordingly, in this paper we will limit our discussion to the message strategy aspects of creative strategy.
Advances in Advertising Research (Vol. V), 2015
Informativeness is the extent to which advertisements focus on consumers’ practical, functional o... more Informativeness is the extent to which advertisements focus on consumers’ practical, functional or utilitarian needs for the product (Resnik and Stern, 1977; Mueller, 1991). Resnik and Stern (1977) developed a scheme of 14 information cues, which has become the de facto standard for examining advertising information content and/or informativeness. Many follow-up studies have applied this framework (cf. Abernety and Franke, 1996).
Proceedings of the 12th International Conference on Research in Advertising (ICORIA), s.l. Zagreb, Croatia., Jun 28, 2013
A content analysis of 1439 Chinese commercials reveals that 68% of the sample contains at least o... more A content analysis of 1439 Chinese commercials reveals that 68% of the sample contains at least one information cue whereas the average number of cues per commercial is 1.2. These findings contradict the prediction in previous research that the level of informativeness in Chinese advertising would continue to decline. “Performance”, “Availability”, “Components”, and “Quality” are the most frequently used information cues. Results show that informativeness of commercials differs across product categories and that commercials for durable goods employ more information cues than those for non-durable goods. Findings of this study have theoretical, methodological and managerial implications.
Proceedings of the Japan Society of Marketing and Distribution 63rd Annual Conference, pp. 157-169, Kusatsu, Japan., May 26, 2013
In: S. Rosengren, M. Dahlén, and S. Okazaki (Eds.), Advances in Advertising Research (Vol. IV), pp. 245-259, Berlin, Germany: Springer., 2013
Proceedings of the 11th International Conference on Research in Advertising (ICORIA), Jun 29, 2012
This study explored the cultural values reflected in automobile commercials in China. A content a... more This study explored the cultural values reflected in automobile commercials in China. A content analysis revealed that the five dominant cultural values are quality, modernity, effectiveness, enjoyment, and technology. The biggest differences in use of values were found between Chinese domestic brands and European brands, whereas differences between Chinese, U.S., and Japanese brands were less pronounced. This indicates that advertising for U.S. and Japanese automobiles was more adapted to China’s culture and market characteristics. In addition, price category strongly influences the use of cultural values. Confirming the results of previous studies, symbolic values were more frequently used than utilitarian values.
S. Rosengren, M. Dahlén, and S. Okazaki (Eds.), Advances in Advertising Research (Vol. IV). Berlin, Germany, pp. 245-259, 2013
Proceedings of the 12th International Conference on Research in Advertising (ICORIA), Zagreb, Croatia, s.l. (12 pages), Jun 2013
A content analysis of 1439 Chinese commercials reveals that 68% of the sample contains at least o... more A content analysis of 1439 Chinese commercials reveals that 68% of the sample contains at least one information cue whereas the average number of cues per commercial is 1.2. These findings contradict the prediction in previous research that the level of informativeness in Chinese advertising would continue to decline. “Performance”, “Availability”, “Components”, and “Quality” are the most frequently used information cues. Results show that informativeness of commercials differs across product categories and that commercials for durable goods employ more information cues than those for non-durable goods. Findings of this study have theoretical, methodological and managerial implications.
『日本商業学会 第63回全国研究大会報告要旨』、pp.157-169. [Proceedings of the Japan Society of Marketing and Distribution 63rd Annual Conference], pp. 157-169], May 2013
Purpose: The purpose of the current study is to address the dearth of extant studies on tourist- ... more Purpose: The purpose of the current study is to address the dearth of extant studies on tourist- tourist interactions and to further explore tourist perception of and interaction with other ‘stranger’ travelers of the same (in-group) and other (out-group) nationalities and how this influences evaluation of the tourist experience.
Method and Data: We conducted a study in a Japanese ski-resort that is also popular among Western and Asian tourists. We collected 266 valid responses from visitors from Australia (151) and Japan (115) to a questionnaire containing open-ended questions about salient aspects of the tourism experience at the resort. We use content analysis to allow us to perform statistical analysis of differences between the two samples. In addition, we present representative transcript quotes on tourist-tourist interactions for qualitative interpretation.
Findings: Tourists are keenly aware of the presence of other ‘stranger’ tourists, both those of the same and of different nationalities. More than 44 percent of the Japanese respondents mentioned the large number of foreign tourists. Among Australian skiers 13 percent mentioned the presence of other Australians as salient or unexpected, while 11 percent viewed it as negative. Japanese mentioned out-group tourists more often, whereas Australians mentioned in-group tourists more often. Differences were statistically significant.
Key Contributions: The study shows how in- and out-group perceptions in tourist-tourist interaction influence satisfaction. It builds upon the research on interactions with and perceptions of in-group and out-group tourists among Japanese and Western tourists, and expands it to a different tourism destination and activity. The study sheds additional light on the subject of tourist-tourist interaction and the dynamics involved in attracting multiple cross- national customer segments. It shows that perceived incompatibility and numerical imbalance among segments affects the satisfaction with the tourism experience in the destination among members of other geographic segments. It also provides managerial implications regarding the importance of balancing the geographic customer mix.
Proceedings of the 2012 International Conference on Research in Advertising (ICORIA), June 28-30, Stockholm School of Economics, Stockholm, Sweden, s.l. (11 pages), Jun 2012
This study explored the cultural values reflected in automobile commercials in China. A content a... more This study explored the cultural values reflected in automobile commercials in China. A content analysis revealed that the five dominant cultural values are quality, modernity, effectiveness, enjoyment, and technology. The biggest differences in use of values were found between Chinese domestic brands and European brands, whereas differences between Chinese, U.S., and Japanese brands were less pronounced. This indicates that advertising for U.S. and Japanese automobiles was more adapted to China's culture and market characteristics. In addition, price category strongly influences the use of cultural values. Confirming the results of previous studies, symbolic values were more frequently used than utilitarian values.
Formulation of an appropriate advertising creative strategy is crucial for any successful adverti... more Formulation of an appropriate advertising creative strategy is crucial for any successful advertising campaign (Ramaprasad and Hasegawa, 1992) to the extent that some researchers have called it ‘perhaps’ the most important marketing decision for many consumer goods marketers (Frazer, 1983) and one of the most important decisions for advertising creatives (Belch and Belch, 1990, p. 458; Clow et al., 2002). Frazer (1983) defines creative strategy as ‘a policy or guiding principle which specifies the general nature and character of messages to be designed’ (p.36). Some authors distinguish between creative (or message) ‘strategy’ (what the message will communicate) and creative ‘tactics’ (how the message strategy will be executed), (e.g., Frazer, 1983; Ramaprasad and Hasegawa, 1992; Taylor, 1999; Belch and Belch, 2007). Others contend that creative strategy incorporates both message strategy and execution format (e.g., Ray, 1982; Laskey et al., 1989; Arens et al., 2008, p. 257). While it is necessary to conceptually and theoretically distinguish between message strategy and tactics, it is of course important for advertising practitioners and researchers to consider both the strategy and tactics of ad campaigns. In order to assist planning, development, and analysis of creative (or message) strategy and tactics, researchers have developed a number of classification typologies. However, because typologies that include both message strategy and tactics would become unwieldy and be of little practical value, most creative strategy typologies focus on messages rather than on executional tactics (Laskey et al., 1989). Accordingly, in this paper we will limit our discussion to the message strategy aspects of creative strategy.
Advances in Advertising Research (Vol. V), 2015
Informativeness is the extent to which advertisements focus on consumers’ practical, functional o... more Informativeness is the extent to which advertisements focus on consumers’ practical, functional or utilitarian needs for the product (Resnik and Stern, 1977; Mueller, 1991). Resnik and Stern (1977) developed a scheme of 14 information cues, which has become the de facto standard for examining advertising information content and/or informativeness. Many follow-up studies have applied this framework (cf. Abernety and Franke, 1996).
Proceedings of the 12th International Conference on Research in Advertising (ICORIA), s.l. Zagreb, Croatia., Jun 28, 2013
A content analysis of 1439 Chinese commercials reveals that 68% of the sample contains at least o... more A content analysis of 1439 Chinese commercials reveals that 68% of the sample contains at least one information cue whereas the average number of cues per commercial is 1.2. These findings contradict the prediction in previous research that the level of informativeness in Chinese advertising would continue to decline. “Performance”, “Availability”, “Components”, and “Quality” are the most frequently used information cues. Results show that informativeness of commercials differs across product categories and that commercials for durable goods employ more information cues than those for non-durable goods. Findings of this study have theoretical, methodological and managerial implications.
Proceedings of the Japan Society of Marketing and Distribution 63rd Annual Conference, pp. 157-169, Kusatsu, Japan., May 26, 2013
In: S. Rosengren, M. Dahlén, and S. Okazaki (Eds.), Advances in Advertising Research (Vol. IV), pp. 245-259, Berlin, Germany: Springer., 2013
Proceedings of the 11th International Conference on Research in Advertising (ICORIA), Jun 29, 2012
This study explored the cultural values reflected in automobile commercials in China. A content a... more This study explored the cultural values reflected in automobile commercials in China. A content analysis revealed that the five dominant cultural values are quality, modernity, effectiveness, enjoyment, and technology. The biggest differences in use of values were found between Chinese domestic brands and European brands, whereas differences between Chinese, U.S., and Japanese brands were less pronounced. This indicates that advertising for U.S. and Japanese automobiles was more adapted to China’s culture and market characteristics. In addition, price category strongly influences the use of cultural values. Confirming the results of previous studies, symbolic values were more frequently used than utilitarian values.