Record Details

Consumers’ Perception on Standardized Advertizing and Localized Advertising of Multinational Companies in Smartphone Industry

Journal of Eastern European and Central Asian Research

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Field Value
 
Title Consumers’ Perception on Standardized Advertizing and Localized Advertising of Multinational Companies in Smartphone Industry
 
Creator Liu, Ran; Globe University
Kramarczuk, Robert A.; Globe University
Megits, Nikolay; Hamline University
 
Subject Marketing, International Business, Global Strategy
advertising, standardization, localization, adaption, China, consumer, smartphone, efficiency, brand preference, purchase likelihood
 
Description This research analyzed the difference between standardized advertising and localized (adapted) advertising based on the perception of consumers from China and the U.S. Both qualitative and quantitative analyses have been using to evaluate different marketing approaches in multiple international markets. The emphasis of this study focuses on evaluating the efficiency of advertising by assessing to what extent a standardized and localized commercial enhances brand preference and consumer’s likelihood to purchase. Quantitative analysis was conducted to identify the significance of the difference between the efficiency of standardized advertising and localized advertising in the smartphone industry, based on the perception of consumers from China and the United States in the smartphone industry. By testing the significance of the hypothesis on ad standardization and localization, some implications are suggested. The results show that it is more effective to implement a standardized ad rather than a localized ad in China.  Although the sample data of this study is collected from China and the U.S., qualitative analysis covers multiple nations from Asia to Europe and has meaningful empirical value for MNCs to develop business in those countries 
 
Publisher Institute of Eastern Europe and Central Asia
 
Date 2014-10-16
 
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/68
10.15549/jeecar.v1i2.68
 
Source Journal of Eastern European and Central Asian Research (JEECAR); Vol 1, No 2 (2014): Journal of Eastern European and Central Asian Research; 11
 
Language eng
 
Relation http://ieeca.org/journal/index.php/JEECAR/article/view/68/pdf_1
 
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