Cross-Cultural Advertising Communication: Visual Imagery, Brand Familiarity, and Brand Recall

The focus of this paper is to address the issue of visual imagery in cross - cultural consumer research. The authors investigate the relationship between visual imagery , brand familiarity , and brand claim recall in two distinct cultural environments — the U.S. and Russia. The paper consists of two studies that explored imagery potency from the point of view of memory-evoking effects. The results suggest that image-intensive tools generate different returns depending on the level of brand familiarity and cultural media. The research findings may be of interest to marketing scholars studying cross - cultural consumer behavior as well as to practitioners operating in international advertising and global brand building.