THEORETICAL FRAMEWORK
The assertiveness score for Vietnam is not reported in the GLOBE framework. Therefore, in order to estimate the level of assertiveness in Vietnam, this study looks at that of its neighboring countries. Clusters of countries within geographic proximity (Furnham, Kirkcaldy & Lynn, 1994) reveal important information about societal variation, intercultural similarities and differences. This allows the researcher to make inference about Vietnam based on empirical findings obtained in other cultures in the same cluster (Gupta, Hanges & Dorfman, 2002). Four Southeast Asian countries adjacent to Vietnam score relatively low to medium on assertiveness, namely: Thailand (3.64), Malaysia (3.87), Indonesia (3.75) and Philippines (4.01) …show more content…
Product placement positively influences consumers’ brand attitude (Pokrywczynski, 2005). D’Astous and Seguin (1999) show that consumers develop positive brand attitude because the products appear together with a famous figure, are congruent with and prominent in the presented scene. Also, it can be explained by that consumers associate their brand attitude with their emotional attachment to the show: the better they like the entertainment content, the more likely they develop a liking for the featured products (Pokrywczynski, …show more content…
Panda (2004) claims that product placement has a significant effect on brand recall. It is because viewers can memorize better when there is congruence between visual/auditory modality and plot connection (Russell, 2002). A more positive attitude toward the script results in a better brand recall rate (Tsai et al., 2007). These points explain why products featured in entertainment shows are recognized more often compared to those which are not (Pokrywczynski, 2005). Given what have been discussed about the effect of assertiveness on product placement and brand recall, the third hypothesis is
The assertiveness score for Vietnam is not reported in the GLOBE framework. Therefore, in order to estimate the level of assertiveness in Vietnam, this study looks at that of its neighboring countries. Clusters of countries within geographic proximity (Furnham, Kirkcaldy & Lynn, 1994) reveal important information about societal variation, intercultural similarities and differences. This allows the researcher to make inference about Vietnam based on empirical findings obtained in other cultures in the same cluster (Gupta, Hanges & Dorfman, 2002). Four Southeast Asian countries adjacent to Vietnam score relatively low to medium on assertiveness, namely: Thailand (3.64), Malaysia (3.87), Indonesia (3.75) and Philippines (4.01) …show more content…
Product placement positively influences consumers’ brand attitude (Pokrywczynski, 2005). D’Astous and Seguin (1999) show that consumers develop positive brand attitude because the products appear together with a famous figure, are congruent with and prominent in the presented scene. Also, it can be explained by that consumers associate their brand attitude with their emotional attachment to the show: the better they like the entertainment content, the more likely they develop a liking for the featured products (Pokrywczynski, …show more content…
Panda (2004) claims that product placement has a significant effect on brand recall. It is because viewers can memorize better when there is congruence between visual/auditory modality and plot connection (Russell, 2002). A more positive attitude toward the script results in a better brand recall rate (Tsai et al., 2007). These points explain why products featured in entertainment shows are recognized more often compared to those which are not (Pokrywczynski, 2005). Given what have been discussed about the effect of assertiveness on product placement and brand recall, the third hypothesis is