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The Impact of Cultural Values in Advertising on Saudi Consumers’ Loyalty University of North Dakota UND Scholarly Commons Theses and Dissertations Theses, Dissertations, and Senior Projects January 2020 The Impact Of Cultural Values In Advertising On Saudi Consumers’ Loyalty Abdullah Mohammed Bajaber Follow this and additional works at: https://commons.und.edu/theses Recommended Citation Bajaber, Abdullah Mohammed, "The Impact Of Cultural Values In Advertising On Saudi Consumers’ Loyalty" (2020). Theses and Dissertations. 3090. https://commons.und.edu/theses/3090 This Dissertation is brought to you for free and open access by the Theses, Dissertations, and Senior Projects at UND Scholarly Commons. It has been accepted for inclusion in Theses and Dissertations by an authorized administrator of UND Scholarly Commons. For more information, please contact [email protected]. THE IMPACT OF CULTURAL VALUES IN ADVERTISING ON SAUDI CONSUMERS’ LOYALTY by Abdullah Mohammed A Bajaber Bachelor of Arts, King Abdulaziz University, 2011 Master of SCIence, Eastern Washington UniversIty, 2015 A Doctoral DIssertatIon SubmItted to the Graduate FaCulty of the UniversIty of North Dakota In partIal fulfillment of the requirements for the degree of Doctor of Philosophy Grand Forks, North Dakota May 2020 CopyrIght 2020 Abdullah Bajaber II This dissertation submitted by Abdullah Mohammed A Bajaber In partIal fulfillment of the requirements for the Degree of Doctor of Philosophy from the UniversIty of North Dakota, has been read by the FaCulty Advisory CommIttee under whom the work has been done and is hereby approved. _______________________________________ Dr. Pamela Kalbfleisch, ChaIr _______________________________________ Dr. Douglas Munski _______________________________________ Dr. PatriCIa Queen JordheIm _______________________________________ Dr. Nabil SuleIman This dissertation is being submitted by the appointed advisory committee as having met all of the requirements of the School of Graduate Studies at the University of North Dakota and is hereby approved. ____________________________________ Dr. Chris Nelson Associate Dean of the School of Graduate Studies ____________________________________ Date III PERMISSION Title The Impact of Cultural Values In AdvertIsIng on Saudi Consumers’ Loyalty Department CommunicatIon Degree Doctor of Philosophy In presenting this dissertation in partial fulfillment of the requirements for a graduate degree from the University of North Dakota, I agree that the library of this University shall make it freely available for inspection. I further agree that permission for extensive copying for scholarly purposes may be granted by the professor who supervised my dissertation work or, in her absence, by the Chairperson of the department or the dean of the School of Graduate Studies. It is understood that any copying or publication or other use of this dissertation or part thereof for financial gain shall not be allowed without my written permission. It is also understood that due recognition shall be given to me and to the University of North Dakota in any scholarly use which may be made of any materIal In my dissertation. Abdullah Mohammed A Bajaber Date: March 13, 2020 iv TABLE OF CONTENT LIST OF TABLES .................................................................................................................. viI LIST OF FIGURES ................................................................................................................ viII ACKNOWLEDGEMENTS ..................................................................................................... ix ABSTRACT ............................................................................................................................ xiI CHAPTER 1. INTRODUCTION .............................................................................................. 1 AdvertIsIng in MarketIng CommuniCatIons .................................................................. 1 ProvocatIve AdvertIsIng .................................................................................... 2 AdvertIsIng CreatIon Steps ............................................................................................ 3 ArtIstIC ProductIon ............................................................................................. 3 Conceptual Content ........................................................................................... 4 AdvertIsIng and Loyalty: ............................................................................................... 4 Saudi Audiences CharaCteristICs ....................................................................... 5 The MotIvatIon of the Study .......................................................................................... 6 The Purpose of the Study .............................................................................................. 7 DefinitIons ..................................................................................................................... 7 AdvertIsements .................................................................................................. 7 Cultural and AntI-Cultural Values ..................................................................... 8 Loyalty ............................................................................................................... 9 Theory of Planned Behavior ........................................................................................ 10 Research QuestIons and Hypotheses ........................................................................... 11 CHAPTER 2. LITERATURE REVIEW ................................................................................. 13 Studies about AdvertIsIng EffeCts ............................................................................... 13 AdvertIsIng Messages and Loyalty ............................................................................. 16 CHAPTER 3. METHOD ......................................................................................................... 19 DesIgn 19 FInancIal IncentIves ..................................................................................................... 19 PartICIpants .................................................................................................................. 20 DemographiC InformatIon ........................................................................................... 21 Measurement ............................................................................................................... 22 RelIabilIty Tests ........................................................................................................... 23 CHAPTER 4. ANALYSIS ...................................................................................................... 24 General BelIefs and PraCtICes Related to Ads ............................................................. 24 v DIfferences between DemographiC Groups ................................................................. 25 DIfferences between Cultural Values .......................................................................... 27 CHAPTER 5. DISCUSSION .................................................................................................. 28 AdvertIsers and Audiences .......................................................................................... 29 DIfferenCes between DemographiC Groups ................................................................. 32 Cultural Values Importance ......................................................................................... 36 LimitatIons ................................................................................................................... 37 ContributIons ............................................................................................................... 38 REFERENCES ........................................................................................................................ 39 APPENDICES ......................................................................................................................... 52 Appendix A ............................................................................................................................. 53 EnglIsh Survey ............................................................................................................. 53 Appendix B .............................................................................................................................. 65 ArabiC Survey .............................................................................................................. 65 Appendix C .............................................................................................................................. 76 WhatsApp invitatIon .................................................................................................... 76 Appendix D ............................................................................................................................. 78 Tables of DesCriptIve and StatIstICal Analyses ........................................................... 78 Table 1. DemographiC CharaCteristICs of PartICIpants ................................................ 78 Table 2. PartICIpants' answers to general belIefs and praCtICes related to advertIsements .............................................................................................. 79 Table 3. Independent Sample t Test Results of the VariatIons of NegatIve ImpaCt
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