Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/25747
Title: Global advertising strategy : the moderating role of brand familiarity and execution style
Authors: Pae, JH
Samiee, S
Tai, S
Keywords: Advertising
Brand awareness
Strategy
Issue Date: 2002
Source: International marketing review, 2002, v. 19, no. 2, p. 176-189 How to cite?
Journal: International Marketing Review 
Abstract: The significant body of published work in global advertising literature focuses on the standardization and localization of the advertising campaign from a marketing strategy perspective without much concern regarding consumers' response. In this research, this gap is addressed by gauging consumer perceptions of localized and standardized advertisements in Hong Kong. Consumers generally prefer locally produced to foreign-sourced commercials, irrespective of brand origin; and they exhibit more favorable attitudes toward foreign-sourced, standardized commercials in situations involving greater brand familiarity and when execution style is transformational. Therefore, well-known brands with transformational appeals are more, likely to succeed when transferred to Hong Kong, while localized advertising messages will be more effective when brand familiarity is low.
URI: http://hdl.handle.net/10397/25747
ISSN: 0265-1335
DOI: 10.1108/02651330210425024
Appears in Collections:Journal/Magazine Article

Access
View full-text via PolyU eLinks SFX Query
Show full item record

SCOPUSTM   
Citations

35
Citations as of Jan 14, 2017

WEB OF SCIENCETM
Citations

21
Last Week
0
Last month
0
Citations as of Jan 12, 2017

Page view(s)

17
Last Week
0
Last month
Checked on Jan 15, 2017

Google ScholarTM

Check

Altmetric



Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.