Advertising standardisation in culturally similar markets: can we standardise all components?
Kiran KarandeOld Dominion University, Virginia, USA
Khalid A. Almurshidee and Fahad Al-OlayanQassim University, Saudi Arabia
Cross-cultural differences in advertising content (e.g. Abernethy & Franke 1996) and the issue of standardisation of ad content (Mueller 1987; Duncan & Ramaprasad 1995; Laroche et al. 2001) have been widely researched. From a business's perspective, standardisation becomes attractive for markets that exhibit cultural, political and socio-economic similarity, and helps create a common image (e.g. Duncan & Ramaprasad 1995; Laroche et al. 2001). Extant cross-cultural...