Consumer Perspectives on Standardization in International Advertising: A Student Sample
Jenny van Doorn, Katrin Mühlfeld and Klaus Backhaus
Despite comprehensive discussion in the literature on standardization versus localization of international advertising, the term standardization itself still needs clarification; especially the question which elements of advertisements must be identical so that an international advertising campaign is perceived as standardized needs further research.
Consumer Perspectives on Standardization in International Advertising: A Student Sample
Klaus Backhaus, Katrin Mühlfeld, and Jenny Van Doorn University of Muenster, Germany
The standardization of international advertising is a topic that has already been widely...
