Record Details

Should Advertising Be Standardized Based on Specific Cultural Dimensions? - A Comparative Study of Ad Preference and Cultural Dimensions in the US and China

Journal of Eastern European and Central Asian Research

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Title Should Advertising Be Standardized Based on Specific Cultural Dimensions? - A Comparative Study of Ad Preference and Cultural Dimensions in the US and China
 
Creator Liu, Ran; Globe University
 
Subject international business, marketing
Advertising Standardization, Marketing, Cultural dimensions, ad preference, consumer behavior, ad effectiveness
 
Description Abstract The study is to test the idea that different cultural dimensions have the same degree of impact on consumer preference of advertising standardization. Hofstede’s (1980, 2001) cultural dimensions are used to examine the differences of its impact on advertising standardization between China and US consumer preference in smartphone industry. A preliminary explanation of the management dilemma, the practical and theoretical interest of the study is explained, followed by a brief explanation of the hypothesis, methodologies and research findings. After a statistical analysis based on data collected from existing research, the research finds that there is insufficient evidence to conclude that the impact of all cultural dimensions on ad standardization are not all the same across the US and China, which give some weights on the idea that all cultural dimensions should all be considered as a whole and weighted no differently to analyze the linkage between culture and ad preference.
 
Publisher Institute of Eastern Europe and Central Asia
 
Date 2016-04-05
 
Type info:eu-repo/semantics/article
Peer-reviewed Articles
info:eu-repo/semantics/publishedVersion
 
Format application/pdf
 
Identifier http://ieeca.org/journal/index.php/JEECAR/article/view/115
10.15549/jeecar.v3i1.115
 
Source Journal of Eastern European and Central Asian Research (JEECAR); Vol 3, No 1 (2016): Journal of Eastern European and Central Asian Research; 7
 
Language eng
 
Relation http://ieeca.org/journal/index.php/JEECAR/article/view/115/pdf
 
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