Advertising Localization Overshadows Standardization

Kanso, Ali; Nelson, Richard Alan

doi:10.2501/jar-42-1-79-89

Cited by 57 publications

(41 citation statements)

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“…Research on branding in the global marketplace has often taken a managerial perspective and revolved around the standardization versus adaptation debate (Aaker and Joachimsthaler 2000;Kanso and Nelson 2002). While this research can help companies configure their international activities, it says little about the symbolic dimension of brands as they are interpreted outside of their home countries.…”

Section: The Role Of Brands In the Global Marketplacementioning

confidence: 99%

“…In many studies on the globalization of marketing activities (Kanso and Nelson 2002;Roth 1995), culture is approached "from the outside" (Bouchet 1995, 69), as an exogenous variable, without attention to the way managers can shape culture. In contrast, we show how managers can play an active role in shaping cultural categories like Asianness.…”

Section: Contributions and Future Researchmentioning

confidence: 99%

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Asian Brands and the Shaping of a Transnational Imagined Community

Cayla

Eckhardt²

2008

J Consum Res

223

202

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We investigate how brand managers create regional Asian brands and show how some of them are attempting to forge new webs of interconnectedness through the construction of a transnational, imagined Asian world. Some branding managers are creating regional brands that emphasize the common experience of globalization, evoke a generic, hyper-urban, and multicultural experience, and are infused with diverse cultural referents. These types of regional Asian brands contribute to the creation of an imagined Asia as urban, modern, and multicultural. Understanding this process helps one to appreciate the role of branding managers in constructing markets and places.

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Section: The Role Of Brands In the Global Marketplacementioning

confidence: 99%

Section: Contributions and Future Researchmentioning

confidence: 99%

Asian Brands and the Shaping of a Transnational Imagined Community

Cayla

Eckhardt²

2008

J Consum Res

223

202

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“…Finally, this study provides meaningful insights into international web communication practices, indicating that cultural impediments continue to be high even in an on-line environment, as documented in studies concerning off-line advertising standardization (Yin, 1999;Kanso and Nelson, 2002). While obviously not conclusive, the evidence from this study suggests that intercultural communication barriers may be one of the most influencing factors in executional/ creative standardization decisions in commercial websites.…”

Section: Discussionmentioning

confidence: 62%

“…Interestingly, only 8% of the sample used totally standardized advertising, providing 'little evidence of any widespread practice of standardized pan-European advertising campaigns' (Harris, 1994, p. 21). Kanso and Nelson (2002) contended that 62% of 193 firms (both American and non-American subsidiaries) in Finland and Sweden used localization, placing a strong emphasis on local cultures. Similarly, both Tai (1997) and Yin (1999) found that the deeply rooted Chinese culture motivated international marketing executives towards localization in China.…”

Section: Standardization Versus Localizationmentioning

confidence: 99%

Right messages for the right site: on‐line creative strategies by Japanese multinational corporations

Okazaki

Alonso

2003

Journal of Marketing Communications

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Esta es la versión de autor del artículo publicado en:This is an author produced version of a paper published in: The aim of this research was to compare the on-line creative strategies of Japanese multinational corporations that are used at home and in foreign markets in the light of the standardization versus localization debate. Product-based websites created by the same Japanese firms were examined in Japan, Spain and the USA using a cross-cultural content analysis research framework. The findings show that Japanese multinational corporations are likely to localize their web communications through tailoring on-line creative strategies according to the target market. Domestically, soft sell approaches are used more than hard sell approaches in Japan, whilst the relation reverses in the USA. Spain equally weighs both approaches. Cross-culturally, while Japan tends to employ soft sell approaches more than the other countries, there is no significant difference across the three countries. On the other hand, the USA significantly differs from the others in terms of the usage of hard sell approaches. The dimension of creative executions in Spain seems more limited.

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“…De Mooij 1998; Kanso and Nelson 2002;Mueller 1996;Singh and Pereira 2005) where a growing trend toward the local execution of global communications has been reported. Nevertheless, from the advertising industry's perspective, the decision to adapt an international campaign to local or regional markets is generally influenced by time and budget constraints and whether or not the market size justifies investing in campaign localisation.…”

Section: Localisation Practices and Bilingual Creativitymentioning

confidence: 96%

Multilingualism and Web advertising: addressing French-speaking consumers

Martin

2011

Journal of Multilingual and Multicultural Development

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Drawing inferences from both quantitative and qualitative data, this study examines the extent to which American companies tailor their Web advertising for global audiences with a particular focus on French-speaking consumers in North America, Europe, Africa, the Caribbean and French Polynesia. Explored from a sociolinguistic and social semiotic perspective, advertising is seen as being strongly rooted in symbolic and cultural codes that are designed to have an emotional impact on consumers. This analysis also draws on the notion of 'language display' to explore strategies involving English borrowings used to appeal to French-speaking audiences and the indisputable link between language and identity. By analysing the latest trends in international e-marketing practices, this research underscores the cultural differences among global consumers and the importance of tailoring corporate websites to audiences in different markets.

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Advertising Localization Overshadows Standardization

Cited by 57 publications

References 0 publications

Asian Brands and the Shaping of a Transnational Imagined Community

Asian Brands and the Shaping of a Transnational Imagined Community

Right messages for the right site: on‐line creative strategies by Japanese multinational corporations

Multilingualism and Web advertising: addressing French-speaking consumers

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