Advertising standardisation in culturally similar markets: can we standardise all components?
Kiran Karande, Khalid A. Almurshidee and Fahad Al-Olayan
A framework for standardisation of ad content based on cultural and socio-economic similarity among countries is proposed.
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
INTRODUCTION
Cross-cultural differences...
