Consumer Perspectives on Standardization in International Advertising: A Student Sample

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...