Title
Consumer responses to different degrees of advertising adaptation : the moderating role of national openness to foreign markets Consumer responses to different degrees of advertising adaptation : the moderating role of national openness to foreign markets
Author
Faculty/Department
Faculty of Applied Economics
Publication type
article
Publication
London ,
Subject
Economics
Source (journal)
International journal of advertising. - London
Volume/pages
(2015) , p. 1-21
ISSN
0265-0487
1759-3948
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
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.
E-info
https://repository.uantwerpen.be/docman/iruaauth/507f50/131686.pdf
Handle