Author(s): Mohamed M. Mostafa, Fajer S. Al-Mutawa and Mohaned T. Al-Hamdi
This research examines the influence of cosmopolitanism, religiosity, ethnocentrism, and national identity on Kuwaiti consumers’ attitudes towards adapted versions of advertisements for global perfume brands. The study uses hierarchical regression analysis to formally test the research hypotheses based on a sample of 431 respondents. Results indicate that cosmopolitanism, religiosity, and ethnocentrism have a significant influence on Kuwaiti consumers’ attitudes towards adapted versions of the perfume advertisements for global perfume brands. From a practical perspective, this study highlights the importance of incorporating factors such as cosmopolitanism, religiosity, and ethnocentrism when designing global ads directed to the Middle Eastern consumer. At the theoretical level, the study lends strong support to the adaptation hypothesis in advertising design. At the practical level, the study highlights the importance of understanding cultural sensitivities when designing advertising campaigns geared towards Islamic markets.