TY - JOUR
T1 - A meta-analysis of studies on the determinants of standardization and localization of international marketing and advertising strategies
AU - Cheon, Hongsik John
AU - Cho, Chang Hoan
AU - Sutherland, John
PY - 2007/8/2
Y1 - 2007/8/2
N2 - We performed a systematic quantitative meta-analysis of international marketing/advertising research with regard to standardization versus localization or similar versus dissimilar marketing approach across national markets. The analysis used nine estimated moderators from 1268 statistical models in 152 studies published in 10 major marketing, advertising, and international business journals during the period 1960-2004. The study was framed in an extended conceptual model which utilized 10 advertising and marketing moderators. The study findings provided support for standardization approaches with regard to marketing mix (e.g., product, price distribution, promotion) and organization factors. There was slight or little support for localization approaches with target market, market position, environmental factors, and information ad appeals. The conceptual advertising moderators, which include sender (agency/company), affective ad appeals and ad executions, and receiver (attitudes toward advertising and beliefs, values/custom/ psychographics) are strongly influenced by the localization approach. Regional differences are also analyzed.
AB - We performed a systematic quantitative meta-analysis of international marketing/advertising research with regard to standardization versus localization or similar versus dissimilar marketing approach across national markets. The analysis used nine estimated moderators from 1268 statistical models in 152 studies published in 10 major marketing, advertising, and international business journals during the period 1960-2004. The study was framed in an extended conceptual model which utilized 10 advertising and marketing moderators. The study findings provided support for standardization approaches with regard to marketing mix (e.g., product, price distribution, promotion) and organization factors. There was slight or little support for localization approaches with target market, market position, environmental factors, and information ad appeals. The conceptual advertising moderators, which include sender (agency/company), affective ad appeals and ad executions, and receiver (attitudes toward advertising and beliefs, values/custom/ psychographics) are strongly influenced by the localization approach. Regional differences are also analyzed.
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U2 - 10.1300/J046v19n04_06
DO - 10.1300/J046v19n04_06
M3 - Article
AN - SCOPUS:35148845909
VL - 19
SP - 109
EP - 147
JO - Journal of International Consumer Marketing
JF - Journal of International Consumer Marketing
SN - 0896-1530
IS - 4
ER -