Journal of Advertising Research · 2011 · 42 citations · 62 references
BusinessInternational BusinessMarketingAdvertisingInternational MarketingInternational StrategyAdvertising ManagementAdvertising StrategyGlobal Brand ManagementGlobal BrandingInternational AdvertisingInternational Marketing StrategyBest Practices ManagementCultural Values In AdvertisingGlobal Advertising StrategyInternational Advertising AdaptationInternational Advertising ManagementInternational Advertising StandardizationMethodological ChangeMethodological Progress
<h3>ABSTRACT</h3> The primary “international advertising” topic over the past five decades is the question of whether, and to what degree, advertising can and should be standardized. This article begins with a discussion of the cumulative findings of this stream of research, followed by a look at major theories that have been applied to international advertising research, with a special focus on the application of culture9s use as a conceptual basis for advertising studies. An exploration of the recent trend toward considering advertising in the context of global branding strategies is followed by a discussion of methodological issues in international advertising research, focusing on problems that have been identified and “best practices” for researchers in overcoming these problems.
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