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Advertising Localization Overshadows Standardization
16 references·13 citing·36 second hop
Advertising Localization Overshadows Standardization (2002)Advertising Localization Overshadows Stan…How French Advertising Professionals Develop Creative Strategy (1996)How French Advertising Profes…International Advertising Standardization: What do the Multinationals Actually Standardize? (1994)International Advertising Sta…Mirror, Mirror: Some Postmodern Reflections on Global Advertising (1993)Mirror, Mirror: Some Postmode…International Advertising Strategies: Global Commitment to Local Vision (1992)International Advertising Str…Cultural Themes in Brazilian and U.S. Auto Ads: A Cross-Cultural Comparison (1990)Cultural Themes in Brazilian …Cross-Cultural Advertising (1989)Cross-Cultural AdvertisingA Content Analysis of Chinese Magazine Advertisements (1988)A Content Analysis of Chinese…Reflections of Culture: An Analysis of Japanese and American Advertising Appeals (1987)Reflections of Culture: An An…Cultural Differences and Advertising Expression: A Comparative Content Analysis of Japanese and U.S. Magazine Advertising (1987)Cultural Differences and Adve…International Marketing Policy: A Discussion of the Standardization Construct and its Relevance for Corporate Policy (1986)International Marketing Polic…GLOBAL STANDARDIZATION—COURTING DANGER (1986)GLOBAL STANDARDIZATION—COURTI…THE GLOBALIZATION OF MARKETS (1983)THE GLOBALIZATION OF MARKETSInformation Content IN U.S. and Australian Television Advertising (1980)Information Content IN U.S. a…Effect of National Identity on Multinational Promotional Strategy in Europe (1976)Effect of National Identity o…The Danger of "Local" International Advertising (1967)The Danger of "Local" Interna…How International Can European Advertising Be? 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this work references cited by second hop

References

  • 1983THE GLOBALIZATION OF MARKETS3,411 cited
  • 1987Reflections of Culture: An Analysis of Japanese and American Advertising Appeals380 cited
  • 1987Cultural Differences and Advertising Expression: A Comparative Content Analysis of Japanese and U.S. Magazine Advertising284 cited
  • 1986International Marketing Policy: A Discussion of the Standardization Construct and its Relevance for Corporate Policy219 cited
  • 1986GLOBAL STANDARDIZATION—COURTING DANGER187 cited
  • 1967The Danger of "Local" International Advertising160 cited
  • 1965How International Can European Advertising Be?160 cited
  • 1990Cultural Themes in Brazilian and U.S. Auto Ads: A Cross-Cultural Comparison127 cited
  • 1996How French Advertising Professionals Develop Creative Strategy119 cited
  • 1988A Content Analysis of Chinese Magazine Advertisements118 cited
  • 1976Effect of National Identity on Multinational Promotional Strategy in Europe113 cited
  • 1992International Advertising Strategies: Global Commitment to Local Vision110 cited
  • 1989Cross-Cultural Advertising102 cited
  • 1993Mirror, Mirror: Some Postmodern Reflections on Global Advertising95 cited
  • 1980Information Content IN U.S. and Australian Television Advertising

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89 cited
  • 1994International Advertising Standardization: What do the Multinationals Actually Standardize?89 cited
  • Cited by

    • 2004Marketing mix standardization: a cross cultural study of four countries67 cited
    • 2007Market convergence and advertising standardization in the European Union57 cited
    • 2007International advertising strategy: the standardisation question in manager studies47 cited
    • 2010Regionalization vs. globalization in advertising research: Insights from five decades of academic study45 cited
    • 2004Trends and Development in Standardization Adaptation Research40 cited
    • 2004Marketing consumer services internationally21 cited
    • 2009Western and Asian Models in Japanese Fashion Magazine Ads: The Relationship With Brand Origins and International Versus Domestic Magazines21 cited
    • 2003Right messages for the right site: on‐line creative strategies by Japanese multinational corporations19 cited
    • 2011Multilingualism and Web advertising: addressing French-speaking consumers17 cited
    • 2007Multinational corporations and the challenge of global advertising16 cited
    • 2009Determinants of product quality perceptions and their application to marketing standardisation11 cited
    • 2023A comparative study of English in advertising in France and Quebec4 cited
    • 2015Codeswitching3 cited