Dave D. G. Centeno, Journal of Advertising Research, Vol. 61, No. 4, 2021, pp. 414-435
This study examined the combinative effects of dynamic cultural mindsets—ethnocentrism and xenocentrism—on the brand and endorser origin contingencies on eliciting favorable attitudes toward the advertisement.
Michael Chadwick, WARC Exclusive, March 2021
Asian beauty brands have made inroads into European markets long dominated by French brands and Cheil UK’s Michael Chadwick says they are well-placed to continue growing on the continent by leveraging on their strength in innovation and status as global tastemaker.
Numerous international brands have come unstuck in the past couple of years with their messaging in China because they are failing to do their homework – and then they do it over again, says a leading creative.
From Coach’s purportedly “tasteless” campaign with Jeremy Lin to Balenciaga’s retro creative work dubbed as “tacky and offensive” – it seems like brands (luxury, in particular) just can’t do right in China, or are we too biased? WARC's China Editor, Jenny Chan, introduces a deep-dive into the insights you need to know.
With China appearing to have largely brought the coronavirus under control and with consumer sentiment improving, the market is now highly attractive to foreign brands chasing business to replace falling demand elsewhere.
Mary Goodyear, ESOMAR, Marketing Research Congress, Paris, September 1999
This important paper presents the case that marketing evolves through a number of stages, and that what may appear to be cultural differences between countries, hindering global marketing, may not be cultural at all but rather due to a country being at a different stage of marketing development.