Abstract:PurposeLocalization, glocalization, and standardization advertising strategies have scarcely been examined in the context of internationally acknowledged heritage products aimed at young domestic consumers in emerging markets. This study investigated two essential advertising cues: endorser nationality (local vs Western) and language (local vs English). National pride and gender effects were also analyzed.Design/methodology/approachEight brochure types were constructed to represent localized, glocalized, and s… Show more
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