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Consumer responses to different degrees of advertising adaptation : the moderating role of national openness to foreign markets

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Abstract
We investigate the moderating role of national openness to foreign markets on consumer responses (attitude to ad, brand and purchase intention) to different degrees of advertising adaptation in Belgium, Iran and India. We operationalize three levels of advertising adaptation (standardization, glocalization and adaptation) by manipulating the model (international versus local celebrity) and advertising copy (international versus local advertising copy). The results show that societies with a low openness to foreign markets respond more positively to fully adapted ads than to glocalized and standardized ads. The differences in responses decrease with national openness.
Keywords
BICULTURAL CONSUMER, UNITED-STATES, CULTURE, ORIGIN, SELF, ATTITUDES, GLOBALIZATION, STANDARDIZATION, DEBATE, ATTRACTIVENESS, advertising adaptation, advertising standardization, cross-cultural, KOF, openness to foreign markets

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MLA
Rajabi, Mahdi et al. “Consumer Responses to Different Degrees of Advertising Adaptation : the Moderating Role of National Openness to Foreign Markets.” INTERNATIONAL JOURNAL OF ADVERTISING 36.2 (2017): 293–313. Print.
APA
Rajabi, M., Dens, N., De Pelsmacker, P., & Goos, P. (2017). Consumer responses to different degrees of advertising adaptation : the moderating role of national openness to foreign markets. INTERNATIONAL JOURNAL OF ADVERTISING, 36(2), 293–313.
Chicago author-date
Rajabi, Mahdi, Nathalie Dens, Patrick De Pelsmacker, and Peter Goos. 2017. “Consumer Responses to Different Degrees of Advertising Adaptation : the Moderating Role of National Openness to Foreign Markets.” International Journal of Advertising 36 (2): 293–313.
Chicago author-date (all authors)
Rajabi, Mahdi, Nathalie Dens, Patrick De Pelsmacker, and Peter Goos. 2017. “Consumer Responses to Different Degrees of Advertising Adaptation : the Moderating Role of National Openness to Foreign Markets.” International Journal of Advertising 36 (2): 293–313.
Vancouver
1.
Rajabi M, Dens N, De Pelsmacker P, Goos P. Consumer responses to different degrees of advertising adaptation : the moderating role of national openness to foreign markets. INTERNATIONAL JOURNAL OF ADVERTISING. Abingdon: Routledge Journals, Taylor & Francis Ltd; 2017;36(2):293–313.
IEEE
[1]
M. Rajabi, N. Dens, P. De Pelsmacker, and P. Goos, “Consumer responses to different degrees of advertising adaptation : the moderating role of national openness to foreign markets,” INTERNATIONAL JOURNAL OF ADVERTISING, vol. 36, no. 2, pp. 293–313, 2017.
@article{8524391,
  abstract     = {We investigate the moderating role of national openness to foreign markets on consumer responses (attitude to ad, brand and purchase intention) to different degrees of advertising adaptation in Belgium, Iran and India. We operationalize three levels of advertising adaptation (standardization, glocalization and adaptation) by manipulating the model (international versus local celebrity) and advertising copy (international versus local advertising copy). The results show that societies with a low openness to foreign markets respond more positively to fully adapted ads than to glocalized and standardized ads. The differences in responses decrease with national openness.},
  author       = {Rajabi, Mahdi and Dens, Nathalie and De Pelsmacker, Patrick and Goos, Peter},
  issn         = {0265-0487},
  journal      = {INTERNATIONAL JOURNAL OF ADVERTISING},
  keywords     = {BICULTURAL CONSUMER,UNITED-STATES,CULTURE,ORIGIN,SELF,ATTITUDES,GLOBALIZATION,STANDARDIZATION,DEBATE,ATTRACTIVENESS,advertising adaptation,advertising standardization,cross-cultural,KOF,openness to foreign markets},
  language     = {eng},
  number       = {2},
  pages        = {293--313},
  publisher    = {Routledge Journals, Taylor & Francis Ltd},
  title        = {Consumer responses to different degrees of advertising adaptation : the moderating role of national openness to foreign markets},
  url          = {http://dx.doi.org/10.1080/02650487.2015.1110949},
  volume       = {36},
  year         = {2017},
}

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