Publication
Title
Consumer perspectives on standardization in international advertising: a student sample
Author
Abstract
Despite comprehensive discussion in the literature on standardization versus localization of international advertising, the term standardization itself still needs clarification; especially the question which elements of advertisements must be identical so that an international advertising campaign is perceived as standardized needs further research. Since consumers are the target group of advertising, it is essential to conduct such research from their perspective. This research provides the required perspective using multivariate analysis methods, choosing students as an important example for a consumer segment. Empirical surveys conducted in three European countries, using examples of print advertisements, suggest that visual aspects exert the most significant influence on the perceived similarity of advertising.
Language
English
Source (journal)
Journal of advertising research / Advertising Research Foundation [New York] - New York, N.Y., 1960, currens
Publication
New York, N.Y. : 2001
ISSN
0021-8499
1740-1909 [online]
Volume/pages
41:5(2001), p. 53-61
ISI
000172458900005
Full text (Publisher's DOI)
UAntwerpen
Faculty/Department
Research group
Publication type
Subject
External links
Web of Science
Record
Identification
Creation 14.04.2009
Last edited 14.07.2017