A meta-analysis of studies on the determinants of standardization and localization of international marketing and advertising strategies

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.