Advertising standardisation in culturally similar markets: can we standardise all components?

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...