Global advertising strategy: The moderating role of brand familiarity and execution style

The significant body of published work in global advertising literature focuses on the standardization and localization of the advertising campaign from a marketing strategy perspective without much concern regarding consumers’ response. In this research, this gap is addressed by gauging consumer pe...

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Bibliographic Details
Published in:International marketing review 2002-01, Vol.19 (2), p.176-189
Main Authors: Pae, Jae H, Samiee, Saeed, Tai, Susan
Format: Article
Language:English
Subjects:
Advertising
Advertising campaigns
Brand preferences
Celebrities
Chinese culture
Commercials
Communication
Consumer attitudes
Consumers
Cultural differences
Cultural values
Culture
International
Localization
Market strategy
Marketing
Multinational corporations
Product life cycle
Purchase intention
Statistical analysis
Studies
Citations: Items that this one cites
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Summary:The significant body of published work in global advertising literature focuses on the standardization and localization of the advertising campaign from a marketing strategy perspective without much concern regarding consumers’ response. In this research, this gap is addressed by gauging consumer perceptions of localized and standardized advertisements in Hong Kong. Consumers generally prefer locally produced to foreign‐sourced commercials, irrespective of brand origin; and they exhibit more favorable attitudes toward foreign‐sourced, standardized commercials in situations involving greater brand familiarity and when execution style is transformational. Therefore, well‐known brands with transformational appeals are more likely to succeed when transferred to Hong Kong, while localized advertising messages will be more effective when brand familiarity is low.
ISSN:0265-1335
1758-6763
DOI:10.1108/02651330210425024