Publication
Title
Consumer responses to different degrees of advertising adaptation : the moderating role of national openness to foreign markets
Author
Abstract
We investigate the moderating role of national openness to foreign markets on consumer responses (attitude to ad, brand and purchase intention) to different degrees of advertising adaptation in Belgium, Iran and India. We operationalize three levels of advertising adaptation (standardization, glocalization and adaptation) by manipulating the model (international versus local celebrity) and advertising copy (international versus local advertising copy). The results show that societies with a low openness to foreign markets respond more positively to fully adapted ads than to glocalized and standardized ads. The differences in responses decrease with national openness.
Language
English
Source (journal)
International journal of advertising. - London
Publication
London : 2017
ISSN
0265-0487
1759-3948 [online]
Volume/pages
36:2(2017), p. 293-313
ISI
000395064600006
Full text (Publisher's DOI)
Full text (open access)
Full text (publisher's version - intranet only)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
Affiliation
Publications with a UAntwerp address
External links
Web of Science
Record
Identification
Creation 11.03.2016
Last edited 14.06.2017
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