The impact of cultural intelligence on advertising effectiveness (a case study of advertising association managers)

Abstract

The present research aims at studying the impact of cultural intelligence (CQ) on advertising effectiveness with the statistical population of all 78 managers of active advertising associations in Isfahan. Due to the small number of the statistical population, all the members were studied. This research is practical in terms of purpose, descriptive in essence and survey in terms of methodology. Taking cultural intelligence and advertising effectiveness into account, 78questionnaires- made by the researcher as data collection tool-were distributed of which 96.15% were done and analyzed. The hypotheses of the research were tested using the linear regression and the results revealed that cognitive and metacognitive CQs influenced the advertising effectiveness. With per unit change in cognitive and metacognitive CQs, 0.308 and 0.263 unit changes, respectively, occur in advertising effectiveness. However, motivational and behavioral CQs had no impact on advertising effectiveness. © IDOSI Publications, 2013.