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A Model of Advertising Standardization in Multinational Corporations

Author

Listed:
  • Michel Laroche
  • V H Kirpalani
  • Frank Pons

    (Concordia University)

  • Lianxi Zhou

    (University of Guelph)

Abstract

Although there have been several studies concerning the issue of advertising standardization, few authors have proposed an integrated model of the determinants of advertising standardization Even if the extent of control of Multinational Corporations (MNC) over their subsidiaries is often cited as a key element in the determination of the level of advertising standardization adopted by the MNCs, there is no consistent view concerning the role of this variable. This paper attempts to clarify these points by proposing, at the MNC level, a measurement model and a structural model for the determinants of the degree of advertising standardization. In this model, the mediation effect of the MNC's degree of control over the subsidiary is tested and validated. In addition, the measurement instruments used for the determinants are confirmed.© 2001 JIBS. Journal of International Business Studies (2001) 32, 249–266

Suggested Citation

  • Michel Laroche & V H Kirpalani & Frank Pons & Lianxi Zhou, 2001. "A Model of Advertising Standardization in Multinational Corporations," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 32(2), pages 249-266, June.
    • Handle: RePEc:pal:jintbs:v:32:y:2001:i:2:p:249-266
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    Citations

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    Cited by:

    1. Fastoso, Fernando & Whitelock, Jeryl, 2010. "Regionalization vs. globalization in advertising research: Insights from five decades of academic study," Journal of International Management, Elsevier, vol. 16(1), pages 32-42, March.
    2. Strebinger, Andreas & Guo, Xiaoling & Klauser, Ferdinand & Grant-Hay, Peter, 2018. "Is Multi-Ethnic Advertising a globally viable strategy for a Western luxury car brand? A mixed-method cross-cultural study," Journal of Business Research, Elsevier, vol. 82(C), pages 409-416.
    3. Parthajit Doley & Mithun J. Sharma, 2020. "Network Centrality Measure as an Indicator for Standardized Advertising Strategy in Economically Similar Countries," Global Business Review, International Management Institute, vol. 21(6), pages 1406-1426, December.
    4. Huber, Frank & Meyer, Frederik & Vogel, Johannes & Weihrauch, Andrea & Hamprecht, Julia, 2013. "Endorser age and stereotypes: Consequences on brand age," Journal of Business Research, Elsevier, vol. 66(2), pages 207-215.
    5. Wu, Chih-Wen, 2011. "Global marketing strategy modeling of high tech products," Journal of Business Research, Elsevier, vol. 64(11), pages 1229-1233.
    6. Victoria Ann SEITZ & Olesia LUPU & Nabil RAZZOUK & Ka Man Carman CHU, 2009. "Print Advertising In The Us And Hong Kong: A Comparative Analysis," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 4, pages 125-148, November.
    7. Gabrielsson, Peter & Gabrielsson, Mika & Gabrielsson, Hannele, 2008. "International advertising campaigns in fast-moving consumer goods companies originating from a SMOPEC country," International Business Review, Elsevier, vol. 17(6), pages 714-728, December.
    8. Meyer, Klaus E. & Su, Yu-Shan, 2015. "Integration and responsiveness in subsidiaries in emerging economies," Journal of World Business, Elsevier, vol. 50(1), pages 149-158.
    9. Kustin, Richard Alan, 2004. "Marketing mix standardization: a cross cultural study of four countries," International Business Review, Elsevier, vol. 13(5), pages 637-649, October.
    10. Okazaki, Shintaro & Taylor, Charles R. & Doh, Jonathan P., 2007. "Market convergence and advertising standardization in the European Union," Journal of World Business, Elsevier, vol. 42(4), pages 384-400, December.
    11. Wu, Chih-Wen, 2016. "The international marketing strategy modeling of leisure farm," Journal of Business Research, Elsevier, vol. 69(4), pages 1345-1350.
    12. G. Tomas M. Hult & Forrest V. Morgeson III & Udit Sharma & Claes Fornell, 2022. "Customer satisfaction and international business: A multidisciplinary review and avenues for research," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 53(8), pages 1695-1733, October.

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